Until lately, we used the word “pharmacy” to describe a category and not a particular store. So why are we now talking about developing a corporate identity for each and every pharmacy?
Old-type pharmacies obeyed to a concept that was common for all of them but, times have changed. Nowadays, every pharmacy has to create its corporate identity in order to retain its clientele, attract new customers and survive today’s competitive marketplace.
A modern pharmacy, like any modern business, needs to set itself apart from the competition. The corporate identity is a clear visual representation of the pharmacy’s values and communicates its own unique personality. It is a sign of longevity which is attractive to customers and at the same time it communicates the pharmacy’s overall message and evokes specific feelings to its audience. In addition to that, having a professional and creative corporate identity adds to the pharmacy’s prestige and projects it as a professional and reliable business.
The corporate identity is a combination of artistic creation and commercial expertise. It applies to all marketing material – the pharmacy’s window, its packaging materials, its online and social media communication – in order to create a consistent message. It is the optimal way to differentiate from the competition and create a positive impression of the pharmacy. Last but not least, it helps the pharmacist develop a personal relationship with his customers, a valuable asset for the ability of every business to remain competitive and successful.