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Quebec-based pharmacy chain Brunet has launched a province-wide campaign in support of its new online health management program MaSanté (My Health), which went live Monday.
The effort from Publicis Montreal includes two 30-second television ads, a 60-second corporate video, radio, out-of-home, print, a logo, in-store materials and a newly designed company website where MaSanté is housed.
The 30-second commercials show pharmacists following customers in their cars, at the gym and even in the shower to demonstrate that Brunet’s new health program is everywhere they are. The ads end with the tag line: “You’re healthy. That’s all that matters.”
Nicolas Massey, creative director at Publicis Montreal, called the ads “short, clever and humorous,” which helps “enter people’s minds in a much faster way.”
The corporate video, which runs in-store, in health facilities and hospitals, tells the story of Wilfrid-Étienne Brunet who founded the first Brunet pharmacy in 1855 in Quebec City.
“It tells the history of the man and the innovation he brought forward and the will of the people at Brunet to continue to innovate in the pharmacy field,” said Massey.
To sign up for the program, prospective members must obtain a MaSanté card that includes a PIN that allows them to create a personal file either online or in-store.
Members can consult their personal record at any time, refill prescriptions, receive medication reminders on their smartphones, consult medication fact sheets and monitor their weight and blood pressure.
“With the MaSanté program, Quebeckers will have unprecedented, instant and secure access to their personal health charts, as well as a plethora of services to help manage their health,” said Serge Boulanger, vice-president and director general of McMahon Pharmaceutical Distribution, said in a release.
The MaSanté program is the result of an extensive survey conducted in spring 2010 to better identify consumer expectations of their pharmacist. Major concerns included the pharmacist’s broadening role as a primary care professional and consumers’ ability to participate in their own health care.
