Life and Dr.Max launch a new concept of pharmacy in Italy
Dr.Max, a chain of pharmacies owned by the Penta Investments group which launched in Italy in 2017, now has 21 pharmacies nationwide and is rapidly expanding.
Dr.Max chose Life as its strategic, creative and media partner to develop its image and global communication in Italy. First on the agenda was to rebrand all the pharmacies, an ongoing project that will continue over the next couple of years, design the new website, which went online in May 2021, and create and plan its advertising campaigns, launched over the past months.
Dr.Max appreciated Life’s global approach to building and developing a growth strategy for the brand which focused on communicating a new concept of pharmacy, namely a reference point for local communities with over 6000 top brand products in a great many product categories, offering affordable prices, great offers, medical and beauty care services on appointment and expert and friendly staff who give personalised advice.
Working closely with the company’s marketing team, Life created all its in-store materials, developed its corporate website, managed its social media presence, designed and developed all its advertising campaigns and promotional materials and introduced increasingly smart in-store communication, focusing on video and digital formats to meet the needs of all its customers and deliver relevant content.
Life’s in-house media centre was tasked with multi-channel media planning to raise brand awareness and give visibility to each new shop opening and, at the same time, support commercial operations with the twofold objective of stimulating drive-to-store and customer loyalty.