For over a decade Hanlon has been partnering with Good Neighbor Pharmacy, a nationwide network of more than 4,500 independently owned and operated pharmacies. The Good Neighbor Pharmacy brand is backed by the global resources of pharmaceutical distribution leader AmerisourceBergen.
“We built their consumer-facing website with a welcoming design and simple user experience that invites casual browsers to dive deeper into and highly digestible content that is relevant to their daily needs and appeals to their core values.“
During the course of our collaboration with Good Neighbor Pharmacy, we have intensely studied the optimal positioning of its brand and the most effective means of implementing that strategy on the various channels it operates. Good Neighbor Pharmacy has the influence, expertise, and reach of a national brand, but with the care and local knowledge that only comes from being a network of independents with meaningful ties to their many unique communities.
We built their home web portal, MyGNP.com, to drive home that message unambiguously, while simultaneously providing ongoing value to its audience and collecting the invaluable feedback data that directs future development.
Challenge: Seamlessly connect thousands of independent pharmacies under one unified brand
While the many members of the Good Neighbor Pharmacy network operate independently, they all share similar goals and values. The core idea that drives the Good Neighbor Pharmacy brand and instills positive associations in its audience is an unwavering commitment to delivering personalized patient care to the communities they serve.
Solution: Consistently branded microsites
We employed a software solution powered by Salesforce that integrates store data from each individual pharmacy. Every Good Neighbor Pharmacy in the country has its own consistently branded microsite. A sitewide locator map easily locates stores by address or zip code for customers looking for their closest option.
The microsites are placed within a highly scalable platform that makes it easy to add to their list of company awards, news updates, and track their historical milestones
Outcome: Every Good Neighbor Pharmacy location is readily discoverable on MyGNP.com
Challenge: Update their online presence to be authentic to their commitment to community wellness and patient care
The Good Neighbor Pharmacy brand image is something of a throwback to a time when pharmacists knew their patients by name, lived in the neighborhood, and developed lasting, personal relationships with them.
Our challenge was to realize those objectives without distracting from the unassuming and caring character of Good Neighbor Pharmacy. Too much polish and their website might look impersonal and anodyne, too little and visitors might not realize that behind their down-to-earth spirit was some serious medical know-how.
Solution: Appeal to their audience through highly relevant and narrowly targeted content
The process of rebuilding MyGNP.com required a fresh look and feel, new social media integrations, an overhaul of search engine optimization practices, and a backend integration with Salesforce’s digital content platform.
We built their consumer-facing website with a welcoming design and simple user experience that invites casual browsers to dive deeper into and highly digestible content that is relevant to their daily needs and appeals to their core values.
We loaded MyGNP.com with content that addresses topics that affect their homes and communities like basic wellness information, smart nutrition advice and healthy recipes, and exclusive cost-saving options.
The top-of-fold focus of the homepage is a slider of topical information such as Medicare assistance, women’s health issues during Breast Cancer Awareness Month, details on obtaining a flu shot, and a call out to download the newest update of the My GNP mobile app.