When it comes to best service and pharmaceutical care, Guardian Pharmacies (part of Sigma Healthcare) is committed to delivering personalised health solutions Australia wide. Being locally owned and operated, each Guardian Pharmacy is ideally placed to know local community needs and provide valuable health management to its customers.
The Faith Agency was appointed to the Guardian business at a time when Chemist Warehouse was aggressively rolling out stores, cutting prices and taking market share from the ‘traditional’ pharmacy. With over 150 pharmacies within the group, Faith was tasked with the challenge of developing and then amplifying Guardian’s point of difference across its advertising and marketing program.
With the benefit of insightful research and Guardian’s history of caring for Australians for over 30 years, The Faith Agency established a new brand positioning based on what Guardian was being recognised for on a daily basis, across the network.
The brand promise of “Advice. Trust. Care.” was based on a truth. Something the Guardian team delivered to each customer, and something each customer valued Guardian for.
Dr Cindy Pan was a well-known advocate of Guardian. And as a well respected medical practitioner, media commentator and mother, Dr Cindy Pan became a Guardian brand ambassador who embodied a very clear connection to the values that Guardian and Australians felt important when it came to their health and wellbeing.
The advertising and communications program was comprehensive and continuous. Various channels, including television, catalogues, radio, promotions, digital platforms, in-store marketing, loyalty initiatives, and local area marketing, all played a crucial role in creating a focused and results-driven strategy. This approach helped Guardian Pharmacies to secure and maintain significant market share in a highly competitive retail environment.
To further reinforce and provide customers with a distinguishable brand promise, Guardian received awards from Roy Morgan and Canstar Blue for the highest levels of customer satisfaction amongst pharmacies.
