Careway Careway Website

A pharmaceutical rebrand and all that goes with it…

AAH Pharmaceuticals is the UK’s leading distributor of pharmaceutical and healthcare products and services to pharmacy, hospitals and dispensing doctors. AAH recognised that its network of independent pharmacies was struggling to compete with the wide range of services offered by chain pharmacies. In a bid to overcome this, AAH harnessed the collective power of the independents, to offer a greater range of services, create a more influential ‘voice’ locally and nationally, and become more competitive.

More services, more marketing power

This new proposition and brand, Careway, now allows the network of independent pharmacies to access and provide services including, flu vaccinations, blood and cholesterol monitoring, and diabetes and smoking cessation support. This is promoted and backed by AAH’s greater marketing power (national campaigns, in-store magazines and POS), and service support.

This proposition also helps independent pharmacies to deliver on the recent NHS five-year view, geared towards localised services and better access to services for patients.

New brand, new website

AAH asked us to design a website for the new Careway brand. The aim was to target both B2B (pharmacies) and B2C (end-user) customers and to promote Careway through the latest channels and technologies.

The AAH marketing team wanted the new site to reflect a magazine-style approach, targeting the lifestyle expectations of potential visitors, and making it lighter and fresher, as well as acting in a more dynamic way.

Ten week turnaround

We worked with the Channel Marketing Manager and his team at AAH, and in just ten weeks we delivered a content-managed responsive website, with a range of online healthcare tools and supporting in-store materials, as well as an online service for visitors to find their nearest pharmacy.

We also put measures in place to retain the search engine ranking of the old site. This ensured no loss of ‘goodwill’ during the transition from one domain to another.

The result?

Careway.co.uk is an effective and attractive information hub for independent pharmacies and customers. AAH’s marketing staff are now able to promote regular and topical features and services online, and through the use of a new social media strategy, a PR programme and supporting communications.