Creating Synergy for AmerisourceBergen
in the Retail Environment
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Background
Family Pharmacy and Good Neighbor Pharmacy stores were merged together in 2001, when AmeriSource Health merged with Bergen-Brunswig Drug Company to form AmerisourceBergen. These pharmacy co-op groups had been competitors but were now underneath the same flag. Though each store is owned independently, the groups had individual identities and differing marketing approaches.
Objective
Over a period of years, begin to “merge” these 2 groups into a single network, thereby helping to decrease marketing and advertising costs and, more importantly, to show a very large, cohesive network to third-party prescription providers.
Strategy
In years 1-4, develop marketing material that “mirrored” each other:
• Red for Family Pharmacy, Blue for Good Neighbor Pharmacy.
• Offer similar marketing, advertising and promotional materials to both groups, at the same prices.
In subsequent years, through research and focus groups, decide on one brand and convert stores to that brand including:
• Phase out of Family Pharmacy
• Phase in of Good Neighbor Pharmacy to former Family Pharmacy stores
• Convert all signage
• Develop one private label product line for both groups
Creative (Consumer Materials)
Develop similar look for all retail circulars, flyers and point of purchase material
Creative (Trade/Sales Support Materials)
Develop a single message: There’s Strength in Numbers.
Carry message through brochures, sales support (Powerpoint), website and in trade show materials and trade show signage
Real Results
Created consistent messaging for all communications to Family Pharmacy and Good Neighbor Pharmacy storeowners.
Established methodology for creating a single-brand strategy
Maintained existing relationships and positioned the new Good Neighbor Pharmacy program for future growth
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