BOOTS: HEALTH HERO AWARDS

NEWSWORKS AWARDS | BOOTS: HEALTH HERO AWARDS – A DAILY MAIL AND BOOTS PARTNERSHIP | OMNIMEDIA

EXECUTIVE SUMMARYOur challenge was to give lucrative prescription shoppers a reason to come back to Boots. We needed a platform that would elevate the importance of Boots’ staff knowledge, range and community spirit; assets supermarkets simply can’t match. In the current climate of scepticism around the NHS and healthcare, the pride we once felt for the individuals and establishments delivering healthcare has eroded. By partnering with the Daily Mail in 2014 we ran the Health Hero Awards, raising the public’s consciousness of quality healthcare, and reframing Boots as the only local retailer to trust with prescriptions.

BACKGROUND AND OBJECTIVESPharmacy prescriptions are a critical lead for Boots business, as a service that ensures loyalty and encourages cross category purchasing. With imminent legislation requiring all NHS patients to nominate one pharmacy only to be registered with, it is critical that people nominate a Boots rather a supermarket or independent pharmacy.

We needed to give customers a clear reason to choose Boots as their primary pharmacy for prescription registration.

INSIGHTBoots has been at the heart of community healthcare for 165 years, with a clear mission to champion everyone’s right to feel good. In recent years however, as a nation in the current climate where there is so much scepticism around the NHS and healthcare, the pride we once felt for the individuals and establishments delivering healthcare has eroded. People undervalue the personal benefits of healthcare expertise and attention, and will follow the cheapest prices to supermarkets.

We needed a platform to leverage our staff knowledge, expertise, unique range of products and services and advice; assets supermarkets simply can’t match.

THE PLANThe activity built on what had been an editorially-led idea in the Daily Mail in 2013. The Health Hero Awards were established to highlight the positive stories in healthcare, and celebrate the thousands of everyday unsung heroes who make a difference by going above and beyond to care for others.

We saw an opportunity for Boots to supercharge the Awards in 2014, raising the public’s consciousness of quality healthcare, and reframing Boots as the only local retailer to trust with prescriptions.

In 2014 on a much larger scale Boots and the Daily Mail rallied the nation, backed by the NHS and Department of Health, encouraged people to nominate health heroes in their community. Bringing ITV on board as a third partner added even more scale and stature combining the Mail’s already 21 million-strong cross-platform audience. The campaign launched on ITV’s This Morning, alongside a front page splash and an exclusive column written by the Prime Minister in the Mail, then followed by two months of editorial coverage. Over a dozen articles were written by and published in the Daily Mail and MailOnline over the campaign period, giving the human interest side of the initiative and inspiring readers and users to think about health heroes who they have encountered who they could nominate. Boots was an integral part of the editorial content, as well as road-blocking with advertising on supportive pharmacy services.

Boots stores became the local face of Health Heroes, with nomination boxes, and events celebrating local nominees. Across their 3,000 stores they were able to promote the awards and encourage nominations as well as driving awareness of the Boots pharmacy service and their healthcare individuals, reminding of their role in the community and benefits of expertise. Dedicated content appeared on Boots.com, in Boots magazine, and in their social channels.

Boots took on the mantle of celebrating these community heroes, promoting local nominations in each region with in-store support and events. The campaign culminated in an award reception for the finalists at No.10 Downing Street hosted by the Prime Minister.

From launch through to the winners’ reception, Boots paid, owned and earned channels were beautifully integrated, promoting Health Heroes and Boots’ prescription service in tandem.

Results

• Nomination entries up 80% year-on-year

• PR coverage (beyond media partners) contributed media value of £1.6mil

• 28% of DM readers recalled Health Heroes, rising to 63% prompted recall with editorial.

• 3% increases in brand statements “Boots is my first stop for health needs”, “Boots is a trusted authority for health matters” and “I feel more positive towards Boots because of the HH awards”

• Most importantly, over the 2 month campaign period prescription registrations had an unprecedented 67% uplift (and in some regions this went up to almost 100% uplift, doubling their sign-ups in the South)

CLIENT VIEWA truly inspirational partnership between a brand and editorial, with two of the UK’s biggest brands working together. We took this from a static print partnership, and embraced this at Boots across the entire business from the stores up! It was a natural fit with our overarching “feel good” brand strategy.

Lisa Richards, Senior Marketing Manager Boots