Mednow is a Canadian pharmacy disruptor. The core idea is to provide a better standard of care and fast, free delivery of prescriptions and other pharmacy needs. All facilitated through the Mednow app (Apple | Android | browser) or on the phone (1-855-MEDNOW-1).
Based on hundreds of 5-star Google Business reviews, we knew that when people experienced “the Mednow difference,” they loved it and told their friends. The problem was, people weren’t discovering Mednow quickly enough to drive the scale the business needs.
I worked closely with the Director of Growth and Creative Director to propose a full digital and out-of-home campaign that included social ads, SEM ads, organic social, organic blog content, and an out of home campaign in the three major centres that included billboards, transit ads, and a commercial spot.
We started by fielding multiple variations of social and SEM ads to market test some of the creative concepts. We used the highest-performing digital ads as inspiration for the OOH ads, hitting on key benefits like fast, free delivery, number of 5-star reviews, helpful pharmacist advice, innovative “PillSmart” packaging.
The solution: A coming out party. Eight weeks of TV commercials, billboard and transit ads in the GTA.
The result: Increased inbound by 200% relative to the previous eight week period and 45% YoY. Increased aided brand awareness 60% (measured with post-exposure surveys on social)
TV commercial
Role: Ideation, script writer, co-producer
Billboards
Role: Ideation, copywriting
Transit posters
Role: Ideation, copywriting
Blog Content
Inspired by this campaign but not directly tied to it, blog content pivoted to discuss the “Mednow difference” by making a bold statement about the importance of the pharmacy and pharmacists in Canadian healthcare. This blog post — Why Mednow Doesn’t Sell Frozen Pizza (live | PDF) — in particular took the position that pharmacy is a specialization and shouldn’t be treated as just another aisle in the grocery store.