Citigate Dewe Rogerson (CDR) won one of healthcare’s most prestigious awards at this month’s OTC Marketing Awards.  CDR scooped Best OTC PR Campaign for a non-medicine for its Heart Healthcheck campaign for our client, Lloydspharmacy.

Lloydspharmacy has over 1,600 pharmacies across the country.  These are based predominantly in community and health centre locations.  As a community pharmacy Lloyspharmacy has primary care at the heart of its business. This is why it launched a Cholesterol & Heart Check (CHC) to assess people’s risk of developing heart disease and to refer people, if necessary to a GP and to give appropriate lifestyle/health advice.

CDR) was charged with the task of raising awareness of the role of community pharmacy and to encourage consumers, notably C1C2DE men, over 40 years of age, to take the CHC.   In fact CDR had three target audiences: C1C2DE men over 40; their wives/partners as a means of driving them in pharmacy and Asian men - amongst whom heart disease incidence is higher than average.

Steve Marinker, CDR’s Director of Healthcare commented, “CDR’s strategy was to create an engaging editorial platform and create awareness of the test focusing on national and regional media. Our goal was to widen coverage away from the health pages which our targets rarely read. Using an innovative blend of celebrity endorsement, Ricky Tomlinson and Monty Panesar, online tools which helped people calculate the real age of their heart and research which showed people how by taking action now they could extend their lives by ten years we developed compelling content for our three audiences and achieved real results for Lloyspharmacy.”

Jayne Ilic, Head of Consumer PR services at Lloydspharmacy commented "Citigate's work on our heart health brief really delivered against our objectives and produced outstanding results. The number of people coming in to our pharmacies for heart health checks increased by 400 per cent in a short time after the activity - that's a huge amount of people taking charge of their health as a direct result of PR activity. We are delighted and excited about continuing the good work. The campaign was very successful in positioning Lloydspharmacy right at the centre of community health issues and raising awareness of cardiovascular health at a local level.”

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For further information contact:

Steve Marinker, Director, Citigate Dewe Rogerson.
Tel: 020 7 282 2841