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Pharmacy Alliance’s expansion bid

Alliance PharmacyPharmacy Alliance, Australia’s largest independent pharmacy group, has launched a new customer engagement strategy at its members meeting last month.

In October 2014, over 500 members were introduced to the ‘Alliance Pharmacy’ co-brand, developed to connect the Pharmacy Alliance member network to consumers across Australia, while allowing independent pharmacy or brands to retain their identity.

Alliance Pharmacy are now making a significant investment with the rollout planned to deliver 200 stores in 12 months.

The announcement comes hot on the heels of rival pharmaceutical group, Terry White Chemmart’s recent rebranding.

“We have been rolling out Alliance Pharmacy co-brand signage through our membership for the last 18 months and now have more than 75 pharmacies with external signage and reaching 500,000 consumers with our Alliance Pharmacy catalogue program every month,” said Darren Dye, CEO, Pharmacy Alliance.

The new customer strategy centres on a “pharmacist-led and smarter-retailing proposition with the primary aspiration to help customers have the best quality of life, at every stage of life,” signified by the ‘Medi-Man’ logo, which guarantees time with a pharmacist.

“We will draw attention to zones in the pharmacy where customers will receive undivided attention with their pharmacist and other professionally trained staff who will provide health solutions rather than just products or services,” said Dye.

“Our member pharmacists’ values centre on the pride in their profession and we want to make sure that this drives how we differentiate our members to customers in an increasingly competitive market.”

Dye said in a period of regulatory reform, the co-branding would help its members benefit from access to a national identity and tools without the pressure of franchise fees, also allowing an integrated marketing strategy to be implemented across the country.

Read more about Pharmacy Alliance’s bullish plans for expansion in this weeks magazine.

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