Healthcare Case Study

Lloydspharmacy

Lloydspharmacy is one of the UK's leading providers of heart health checks. CDR devised The Lloydspharmacy Million Man Challenge, a campaign designed to get one million men to have a heart health check by 2010. The campaign was launched by Royle Family actor Ricky Tomlinson, who was chosen because he represents the kind of British male who is most at risk of heart disease. Indeed CDR persuaded Ricky to launch the campaign in the same week he was due to have an angioplasty. What's more, he agreed to announce his heart health problems as part of the launch. The campaign was featured extensively in the national print and broadcast media, including the Daily Mail, Daily Express, Daily Star, Sky News and BBC North West.

To keep the momentum going CDR conducted research which demonstrated that Tottenham Hotspur is the most stressful Premiership team to support and offered free heart checks to Spurs fans. This generated further national and regional coverage.

Finally we ran a successful regional campaign offering women a free pamper pack if they brought their husbands or boyfriends in for a heart health check at their local Lloydspharmacy. The campaign had a very significant impact on the number of people who called into Lloydspharmacies for a heart health check and generated more than £500,000 worth of editorial coverage at rate card.