Lloyds Pharmacy is planning a significant marketing investment into its new digital healthcare strategy having appointed McCann to lead the creative.
The agency beat The Brooklyn Brothers and VCCP to the assignment. McCann Enterprise chief executive Stephen Meade said the task is to create “a campaign that reflects its status as a much-loved brand and part of the fabric of our communities.”
It said the appointment does not affect its relationship with BeCurious which remains the pharmacy's retained creative agency.
McCann’s work for Lloyds Pharmacy will commence with immediate effect and will focus on the brand’s digital overhaul. It comes after the parent company McKesson acquired an NHS-approved prescription management app called Echo – which allows patients to order their repeat prescriptions and have them delivered for free – for an undisclosed sum.
At the time, McKesson said it would sit at the heart of the group’s new “digital healthcare strategy, which is centred around providing more simple, convenient ways for customers to manage their health online.”
“We know that our customers are always looking for ways to make their lives easier by managing more things online. That’s why growing our digital capabilities is one of our top priorities,” said chief digital officer Catherine McDermott.