Pharmacy chain dispenses with traditional ad budget for online influencers

Chemist wants to reach out to young consumers using peer-to-peer engagement

10th February, 2017

Pharmacy chains are shifting their advertising and marketing budgets to social media influencers in a bid to access millennial consumers.

Lloyds marketing manager Dervila McGarry explains that the 94-store chain wants to reach the growing cohort of young consumers who are extremely health conscious and pay attention to social media role models.

McGarry says: "We want to engage as best we can with young consumers and build a relationship with them. This has led us...

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