‘Neighbours, Not Numbers’ campaign promotes independent pharmacies

A U.S., nationwide advertising campaign is encouraging consumers to consider independent community pharmacies as an alternative to mail-order and large retail chains.The National Community Pharmacists Association (NCPA) launched its latest branding campaign, “Neighbours, Not Numbers,” in early March, part of its nationwide effort to highlight the role of independent pharmacies. The initiative is designed to run over a two-year period and is scheduled to continue through February 2028.National television and radio spots, as well as banner placements across social media and websites, highlight many of the common frustrations consumers report with large-scale pharmacy services, including delayed prescriptions, long wait times and impersonal customer service.“I love it when my hemorrhoid medication gets mistakenly delivered to my neighbor!” says one smiling, AI-generated actor in an advertisement for the association.“I love not being able to talk to a human when I have a question!” says another similarly AI-generated actor. Another advertisement employs a dystopian visual of clunky gray robots in a mega-pharmacy—dropping prescriptions and crashing into each other—to underscore the perceived inefficiencies of automated systems.“We didn't get that, try saying it again!” relays one such robot, capable only of pre-recorded messages. The ads go on to position independent pharmacies as offering locally-owned, personalized care, where patients can interact directly with their pharmacists.The NCPA is inviting its members to participate in the campaign by customizing video ads for local audiences, with geotargeted digital placements set to run within a three-mile radius of participating pharmacies.Pharmacists can select a preferred ad and add their store’s information to the closing graphic. Drafts will be provided within two weeks for review and approval before the ads go live. Members have the option to opt out of the digital advertising portion of the campaign. More information, including campaign resources and how to participate, is available at https://adcampaign.ncpa.org/

‘Neighbours, Not Numbers’ campaign promotes independent pharmacies

Register for free access or login.

Related Topics