Communications that change the perception of business

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What communication channels do you use? What works better, what works worse?

We use the media, Telegram, attract jiangxi cell phone number list influencers. We launch a lot of communications in different channels, go to national radio in order to understand the knowledge about the brand "A pteka Dobrogo dnya" .

We are also launching collaborations with other companies, in particular,Sweet TV,Mastercardso that clients can benefit from the services of companies similar to us or even from completely different fields.

For example, recently “Good Day Pharmacy” had a joint collaboration with the laboratoryEsculab. Esculab provided our clients with a discount on their services, and we Esculab provided a discount on products in the pharmacy chain. For businesses, this is an opportunity to attract new clients and increase brand awareness.

How is social media changing the consumer's path to purchase, specifically TikTok?

We are active on social media, but the official TikTok account of the Dobrogo Dnya pharmacy was launched only recently. Now we are filling it, observing how the audience reacts, what kind of content they need.

It is important to understand that TikTok is mostly made up of a young audience. Therefore, we try to communicate with them and speak their language. This is important because in 5-10 years they will become our target audience, which will form the core.

TikTok is a trend now, so for now we are publishing entertaining content there. But the content plan also includes useful tips aimed at a young audience. We are currently testing, looking for a tone of voice that we will work with.

Why did you decide to launch a chatbot?

The chatbot is designed to make the client's life easier. In the fast pace of our lives, sometimes there is no time to run to the pharmacy. The chatbot allows you to select medications in a few clicks, pay, and the courier will bring the order. It is convenient and fast.

In addition to functionality, the chatbot minimizes the inconvenience associated with ordering medicine in a physical pharmacy. This is especially true for contraceptives or certain medications that may be awkward to talk about in line. The channel will help the client maintain confidentiality. If questions remain, a chat with an operator is always available.

Read also : All about chatbots: types and examples, what business is suitable, list of constructors for creation
Do you involve influencers in collaboration? What is your general attitude towards this type of communication?

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Communications with influencers and pharmaceutical companies are currently in the development stage. We do not have a specific goal to sell a product through bloggers. We are trying to convey to a wider audience through influencers the idea that self-medication and self-prescribing medication is evil, and preventive self-care and regular visits to the doctor are right.

This issue needs to be addressed, not to allow the health condition to worsen, etc. We build communication as educational.

What criteria do you use to select influencers?

We pay attention to the reputation of the blogger with whom we have collaborated before. It is important that the company's values ​​do not contradict the messages that the influencer conveys. We approach this issue more comprehensively. We also constantly study our target audience.

In addition, we look at bloggers who have a similar audience. But there are no clear boundaries by age or gender. Everyone should worry about their health at different stages of life.

Tell us about "Spaces of Stable Health"? Who are they created for? What is their purpose and goal?

The global strategy for sustainable development 2030 clearly states 17 global goals for various areas aimed at preserving life on the planet. As a socially responsible business, we decided to follow goal number three - good health and well-being. Since the beginning of 2023, pharmacies have introduced "Prostorya stologo zdorov'ya" - a place of care for the health of customers. Today, this is our philosophy.

Since the beginning of 2023, we have started to create physical corners for customer health care. Here, a customer can measure blood pressure, saturation, and temperature. In addition to medical services, you can charge your phone, use free Wi-Fi, or just drink tea or water. It's like an "invincibility pharmacy." The goal of the Dobrogo Dnya pharmacy team is to turn our pharmacies into sustainable health zones, namely, to change the perception of pharmacies.

In “Spaces of Staloy Health,” we additionally launched the “Shelf Talker” project (popularly known as a “talking shelf”), which simplifies navigation through medicines, cosmetics, and vitamins in the pharmacy so that the client can easily find what they need.

We are launching comprehensive educational communications for clients, so in early July we opened the Academy of Steady Health. The opening of the Academy took place in one of the flagship pharmacies of the Dobrogo Den network in Kyiv. The event brought together 30 offline participants, and about 350 more people joined the online broadcast. At the opening of the Academy of Steady Health, experts spoke, sharing useful tips with the audience on how to take care of their health. The main points of the speakers, which can help every Ukrainian, are collected in a separatesection on our website. Now, every month, in the format of online webinars, experts from various areas of health care will share advice and practical skills with registered participants of the Academy of Sustainable Health. You can join the Academy webinars absolutely free of charge.