Boots revamps pharmacies to reflect specialities

Boots is introducing a new look and feel to all of its pharmacies after a reappraisal of the business following changes to NHS service provision in the UK.

The ‘let’s feel good together’ positioning will involve a new iconographic design that shows off the different specialist services provided in store.

Peter Bainbridge, director of pharmacy at Boots UK, said the changes are being accelerated by the new health and social care bill coming into force next year, which means "different pharmacies offer different services moving forward".

Currently the NHS uses national commissioned services, but these will be replaced by clinical commissioning groups that will have more autonomy to decide which healthcare services and advice will be provided within their geographic area.

These groups will be able to recommend whether issues such as diabetes, asthma or sexual health are made a priority in pharmacies in their areas.

Boots will use iconography to flag up an individual pharmacy’s speciality, including an icon featuring an asthma inhaler for asthma services or a plane for the travel vaccination service.

There are currently around 30 icons, which are being rolled out to 2,500 stores nationwide, with more due to be rolled out in the future.

Helen Jeremiah, head of healthcare marketing at Boots UK, said: "What we wanted to do with our new look and feel was to make it more accessible to our customers.

"For example somebody who is suffering from diabetes could be either a teenager or over 60 so some of the lifestyle imagery means that the lifestyle imagery is not as relevant to them."

The icons been designed by Boots' ad agency Mother.

The new messaging will be communicated in press advertising with the potential for TV advertising to raise awareness of some services such as eye health.

Boots is also looking to expand its pharmacy services in hospitals and introduce GP and dentist surgeries in its larger stores.

Bainbridge said: "Where there is an opportunity for a doctor or dentist to work in conjunction with our pharmacist or optometrist then we will do that.

"We are also expanding and we want to expand some of our pharmacy services, so for example in Birmingham and Derby we now have Boots situated in the outpatients pharmacy at the hospital, which hospitals love because we provide great patient care and they like having the Boots brand sitting in the hospital."

The brand has already introduced GPs and dentist surgeries in-store and has one store in Manchester that has both types of surgery.

A Boots spokeswoman added: "We are not going to be rolling out a chain of GP or dentist surgeries.

"It is about having conversations in the local area about what opportunities there are to us to work together to provide healthcare services."

Follow Matthew Chapman at @mattchapmanUK


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug