Chemist4U are a leading online UK pharmacy and trusted NHS healthcare provider that deliver essentials across the country from their base in Skelmersdale.
They also have a sister brand, MyBMI, who are Ireland’s largest weight loss medication provider.
The brief
Leading their social media team, I devised the strategy across their three main brands: Chemist4U, MyBMI and MyBMI Ireland.
Whilst they have always had an active social media presence, Chemist4U were struggling to link their results back to business objectives and required additional support – both from a strategic and an ongoing content perspective.
The strategy
The initial step was to conduct an audit of all previous social media activity, taking learnings from the highest and lowest performing pieces of content.
Generally, the brand was struggling to stand out on social.
Many other online pharmacies in the sector all look and sound the same, with very few points of difference between them.
Chemist4U (and its sister brands) could capitalise on this by shifting their positioning to becoming more humanised and playful – whilst still keeping an informative and educational tone that’s needed for a healthcare provider.
This positioning chart was devised to show how the brand could move forward…
This positioning fed into the brief of laddering the social strategy into the business objectives.
Our new objectives on social were the following:
- To drive awareness of Chemist4U amongst our target sectors (predominantly females aged 30+)
- To record a greater proportion of sales attributed to social media activity
Whilst Chemist4U aren’t a new brand as such (they were founded in 2011), they are an independent company battling in a market against pharmaceutical giants such as MedExpress – their direct competitors in the weight loss medication sector.
This also gave us the opportunity to position Chemist4U as a challenger brand in the market, which paired nicely with the strategic direction of also becoming a more humanised, playful brand.
Overall, I transformed the businesses’ approach on social media from being product-led to more person-led.
Our new direction also fed into three separate content pillars; social search-led pharmacist content, customer case studies and influencer collaborations – all of which I continued to lead on an ongoing basis.
Additional paid activity and tracking processes also ensured we were correlating the success of the new strategy into real-world business metrics such as revenue and ROI.
The results
- Average engagement rates of 4-5% across all platforms, beating both industry and platform averages
- An average of 900% ROAS achieved from influencer partnerships
- 500% ROAS achieved from Meta paid ads
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