In my job as Design Director, I am involved in some way with every single pharmacy program we do. Many times, this means that I am asked to develop the overall creative look of a client’s Solutions at the Shelf™ information dispenser, using the tools and images made available to me by the brand team or agency. So I am well aware of that “moment of truth” faced by graphic designers everywhere: you’re sitting there in front of a blank screen, waiting for a spark that will take you in the right direction. Fortunately, with our repository of well over 500 Solutions at the Shelf™ pharmacy efforts implemented over the years, I have the benefit of being able to draw from our considerable experience to get a little design inspiration when needed!
So, speaking of inspiration, I thought I’d share some insights and things to consider when creating a pharmaceutical marketing program for the pharmacy environment:
- Think about the section of the store where the information will be placed. Take a look at the signs, packaging, and dominant colors in that particular section. Explore graphic treatments that will help the design stand out on the shelf and drive eyes to your communication and overall messages.
- Tailor messages to the needs of the target audience. You want to make a connection. You want the consumer to think “this is relevant to me right now!” Many times you can achieve that by mentioning a particular condition or by calling attention to symptoms.
- Integrate with other media to reinforce your brand’s core message. If you are also using TV, magazines, online marketing, or other media, be sure to incorporate the key messages and designs the consumer may be seeing in those vehicles. Use identifiable colors, shapes, brand icons, images, and taglines.
- Add an element of “stopping power”: Instead of making a statement, ask a question in your headline. If you have a savings offer, create a call-to-action by mentioning it in a prominent way. Alternative shapes are another great way to be more distinct, for example by using an unique die-cut.
When consumers are in the over-the-counter and personal care areas, they’re typically looking for remedies, solutions, and information. Keep this in mind, and use messaging and design triggers that are appropriate for the pharmacy setting. A great program is sure to follow.