A pharmacy is a pharmacy, right? A prescription at CVS is the same as Walgreens, is the same as Rite-Aid. Duane Reade, a venerable NYC brand, sells the same meds as the next girl. Duane Reade, built its marketing around its NYC roots but unless they sell hot dogs with red onions in the store, it’s not much more than an advertising play. Pluck the ethnocentric heart strings. So how would a brand planner build a unique pharmacy brand.
Enter Benzer Pharmacy, a regional player with national aspirations, headquartered in Tampa, FL. What they say in copy is what other pharmacies say. From the website: “Be The Best Healthcare Provider For The Families We Serve.”
But here’s what they do: Free home delivery, deliveries to hospitals so patients have meds before discharge, provide education on meds making sure patients have much needed understanding, and they provide a service that maximizes drug and cost effectiveness.
Everybody wants to offer the best care. Few prove it. Proof in a commodity business is where brands are built.
Benzer Pharmacy gets product marketing. Therefore, they get branding. Next step, create a brand strategy and take on the world.