{"id":331,"date":"2014-03-19T11:14:28","date_gmt":"2014-03-19T16:14:28","guid":{"rendered":"http:\/\/www.rx-edge.com\/blog\/?p=331"},"modified":"2016-05-24T09:46:00","modified_gmt":"2016-05-24T14:46:00","slug":"program-design-tips","status":"publish","type":"post","link":"https:\/\/www.instephealth.com\/blog\/program-design-tips\/","title":{"rendered":"Program Design Tips: Highlight Your Brand in the Pharmacy"},"content":{"rendered":"

In my job as Design Director, I am involved in some way with every single pharmacy program we do.\u00a0 Many times, this means that I am asked to develop the overall creative look of a client\u2019s Solutions at the Shelf\u2122 information dispenser, using the tools and images made available to me by the brand team or agency.\u00a0 So I am well aware of that \u201cmoment of truth\u201d faced by graphic designers everywhere:\u00a0 you\u2019re sitting there in front of a blank screen, waiting for a spark that will take you in the right direction.\u00a0 Fortunately, with our repository of well over 500 Solutions at the Shelf\u2122 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!<\/p>\n

So, speaking of inspiration, I thought I\u2019d share some insights and things to consider when creating a pharmaceutical marketing program for the pharmacy environment:<\/p>\n

    \n
  1. Think about the section of the store where the information will be placed.<\/i>\u00a0 Take a look at the signs, packaging, and dominant colors in that particular section.\u00a0 Explore graphic treatments that will help the design stand out on the shelf and drive eyes to your communication and overall messages.\u00a0\"Program<\/li>\n
  2. Tailor messages to the needs of the target audience.<\/i>\u00a0 You want to make a connection.\u00a0 You want the consumer to think \u201cthis is relevant to me right now!\u201d\u00a0 Many times you can achieve that by mentioning a particular condition or by calling attention to symptoms.\"Program<\/li>\n
  3. Integrate with other media to reinforce your brand\u2019s core message. <\/i>\u00a0If 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.\u00a0 Use identifiable colors, shapes, brand icons, images, and taglines.\u00a0\"Program<\/li>\n
  4. Add an element of \u201cstopping power\u201d:<\/i>\u00a0 Instead of making a statement, ask a question in your headline.\u00a0 If you have a savings offer, create a call-to-action by mentioning it in a prominent way.\u00a0 Alternative shapes are another great way to be more distinct, for example by using an unique die-cut.\"Program<\/li>\n<\/ol>\n

    When consumers are in the over-the-counter and personal care areas, they\u2019re typically looking for remedies, solutions, and information.\u00a0 Keep this in mind, and use messaging and design triggers that are appropriate for the pharmacy setting.\u00a0 A great program is sure to follow.<\/p>\n","protected":false},"excerpt":{"rendered":"

    In my job as Design Director, I am involved in some way with every single pharmacy program we do.\u00a0 Many times, this means that I am asked to develop the overall creative look of a client\u2019s Solutions at the Shelf\u2122 information dispenser, using the tools and images made available to me by the brand team […]<\/p>\n","protected":false},"author":2,"featured_media":942,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[],"_links":{"self":[{"href":"https:\/\/www.instephealth.com\/blog\/wp-json\/wp\/v2\/posts\/331"}],"collection":[{"href":"https:\/\/www.instephealth.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.instephealth.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.instephealth.com\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.instephealth.com\/blog\/wp-json\/wp\/v2\/comments?post=331"}],"version-history":[{"count":5,"href":"https:\/\/www.instephealth.com\/blog\/wp-json\/wp\/v2\/posts\/331\/revisions"}],"predecessor-version":[{"id":943,"href":"https:\/\/www.instephealth.com\/blog\/wp-json\/wp\/v2\/posts\/331\/revisions\/943"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.instephealth.com\/blog\/wp-json\/wp\/v2\/media\/942"}],"wp:attachment":[{"href":"https:\/\/www.instephealth.com\/blog\/wp-json\/wp\/v2\/media?parent=331"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.instephealth.com\/blog\/wp-json\/wp\/v2\/categories?post=331"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.instephealth.com\/blog\/wp-json\/wp\/v2\/tags?post=331"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}