Giphar, an independent group of independent pharmacists, has just defined a new brand platform. On this occasion, the leading network of pharmacy brands on the French market (1,300 member pharmacies) will take the floor with its Josiane agency. All through activation targeting pharmacists.
The system aims to highlight the central role of community pharmacists in the health system. But also to strengthen the consideration of the group. Giphar also intends to promote Giphar cooperative solutions to support pharmacists in the daily practice of their profession.
An expert view of situations that speaks to everyone
By deciding to represent patients on their journeys (rather than the pharmacists themselves), the visuals of the campaign designed Josian project us into universal situations. Between a dad overwhelmed by his two newborns, a mysterious customer hiding behind an awkward request, or a young cyberchondriac panicked by what she’s read online, evoking these “ counter scenes “They are not without humor.
Evelyne Bourdonné, Strategy Director at Josiane comments: “ Today’s pharmacists, as the new signature expresses, are engaged in an ambitious undertaking that places them at the forefront of health expectations. We worked on the creation through the diversity of patient profiles and requests. We chose to humorously portray typical everyday characters and situations. And with a slightly caricatured treatment, without ridicule and complicity. This unpretentiously shows how Giphar puts itself in the position of a pharmacist. And how the group can help them with their many missions. »
Note that the first three campaign visuals brand they have been deployed since May 21. And that in the professional press and digitally. Other stories are being prepared that will feed this saga of ” today’s patients for today’s pharmacists », which will be revealed in September.
A campaign at the heart of a pharmacist’s daily life
Anne Pointcheval, Head of Customer Communications and CSR at Giphar: “ With this new campaign, we had to clearly convey our message of commitment to our members. Remind them how much Giphar is a model for the future, because it simplifies their lives. We really liked the agency’s approach. His bias was to portray patients. with which our pharmacists are in direct contact every day. The situations are very real, through a gallery of unusual characters and a lot of humor. By choosing this approach, we also show how much we understand the experience of this profession. But also how we position ourselves with pharmacists in order to build the best possible support “.
To learn more about Josiane, visit her dedicated page!