The Independent Pharmacy (TIP) the 4th largest online pharmacy in the UK. They offer confidential health consultations, medications and prescriptions.
Creative Strategy & Branding
Founded in 2013 by pharmacists Andy Boysan and Scott McDougall, TIP addresses the need for a reliable online healthcare platform at a time of increasing health costs and waiting times.
TIP serves a diverse audience seeking affordable and convenient healthcare solutions. Ultimately they are condition focused, looking for empathy, expertise and empowerment.
Insight
Insight One:
Customers of all ages engage with TIP based ona worry or a concern. They are condition focused, and although they are looking for value and expertise, the are also looking for empathy and clarity.
Insight Two:
The UK health system is incredibly stretched, with increasing costs and ever lengthening waiting queues. Customers are looking for greater independence in order to avoid these outside pressures.
Purpose & Tone of voice
We deliver of the kind of support, advice, discretion and treatments that give you confidence. Confidence to understand your well- being. Confidence to take care of yourself and your loved ones.
Confidence to manage your prescriptions and medications.
And ultimately, confidence take charge of your health.
We’re The Independent Pharmacy & we’re for you.
By establishing "Health Independent" as a brand purpose TIP were able to express a single, compelling benefit to customers that drove home the relevance of their offering.
Naturally it also reinforced the brand name, and reframed that name to become a customer-centric expression their offerings, services and behaviours.
Product cards were completely reimagined by creating a non-destructive design system that allowed for greater flexibility and variety, from "vanilla" cards all the way through to video integrated ad unit cards.
PDP pages were reset and tested with a mix of human and AI testing to maxmise the clarity, focus and areas of attention both above and below the fold.
