The pharmacy of the future
The business target
How to drive business in holistic healthcare?
Tamro, a leading pharmaceutical and health product distributor and service provider, teamed up with Terveystalo and pharmacists to embark on a new business venture – the creation of a pharmacy chain with a holistic approach. Their vision was to bring health services, prescription drugs and other pharmaceuticals under the one roof. They chose Kuudes to formulate a clear concept for the brand and ensure consumer-driven positioning.
Business design process
Kuudes worked with the partners from the initial idea to final execution. First, we interviewed pharmacists and other stakeholders to truly understand their business. In addition, we used analysis from our Informed Consumer study to select the customer segments we really needed to win over.
We realised that people have great respect for pharmacists, and their knowledge, but they don’t expect anything more: people couldn’t imagine how a pharmacy could be any different. Therefore, to shake up the idea of a pharmacy and to make customer lives easier, the new concept offers a more holistic experience
4 key customer segments based on the Informed Consumer
3 co-creation sessions with customers and employees
140 name alternatives
3-phased roadmap for customer experience development
Strategy & Branding
Co-creating the pharmacy of the future
We created a brand strategy that highlights the pharmacy’s role as an active partner in your everyday life. Healthcare brands are usually trustworthy but too often clinical and cold, whereas lifestyle brands ooze warmth but lack credibility in personal health matters. The new pharmacy chain would take the best of both and charm people with a superior customer experience.
Branding work was done in close collaboration with main customer segments. The identity sets the new brand apart from competition; the look is modern, international, and welcoming, with sage green as the primary colour. The new chain also got a name during the process, Olo-apteekki (feeling or being in Finnish).
Experience & Retail Design
A pharmacy worth visiting
We created a vision of an omnichannel customer experience and laid out a roadmap for the future. With customer journey maps for each segment, we were able to pinpoint crucial development needs. Few pharmacies excel in their digital presence, but Olo-apteekki would be an exception.
Finally, we created the concept and designs for Olo-apteekki stores. To emphasise the contrast between Olo-apteekki and traditional pharmacies, we created a warm space with light wood and sage green shop fittings. The layout was designed to promote seasonal products and the Terveystalo health booth to attract new customers. We simplified the signage system and dedicated the endcaps to key brand messages for Olo-apteekki’s characteristic tone-of-voice to stand out. The result is a serene, one-stop shop for your health and wellbeing needs.
