Challenge
Good Neighbor Pharmacy a branded network and program for independent pharmacies provided by AmerisourceBergen (ABC). After 25 years in the market, the Good Neighbor Pharmacy brand and its network of independent pharmacies was continuing to face sharp competition from large, retail pharmacy chains. ABC wanted to support this important brand and assist the independent pharmacy owners to better run their businesses with more efficiency and improved consumer experience.
Solution
Merge worked side by side with ABC to create a business solution to elevate the importance of and the prominence of the Good Neighbor Pharmacy brand. Merge introduced capabilities to help the Good Neighbor Pharmacy network of independent pharmacies remain relevant and competitive in the marketplace. First, extensive market research was conducted. Interviews with corporate stakeholders and Good Neighbor Pharmacy program participants, as well as other independent pharmacies and their consumers, determined that the independent pharmacy does have a viable niche and provides a distinct value that most larger chain pharmacies can’t offer. These smaller, independent pharmacies offer intimacy to their consumers and a deeper level of understanding of individual medical situations than the larger chains.
Merge supported the Good Neighbor Pharmacy brand by creating a positioning that elevated the independent pharmacist and emphasized the customer care that Good Neighbor Pharmacists provide. Merge helped paint the picture of the independent pharmacist as an integral part of the community they serve. The new positioning highlighted the diverse nature of the Good Neighbor Pharmacy people, and reminded consumers of how the unique qualities of Good Neighbor Pharmacy aid the pharmacists and staff to better understand and serve the community and their customers.
Results
Although this new brand is still in its launch stage, Merge has received nothing but positive feedback to this point. Pharmacy members, investors and executives from drug companies feel that the new positioning is the best representation of Good Neighbor Pharmacy in 25 years.
