AIM: Elevating AIM’s profile amongst pharmacies nationwide

CHALLENGE

Pharmacies across the UK had been undertaking vital work throughout the pandemic and demonstrated their enormous value to their local communities by ensuring their doors remained opened. However, with hundreds of store closures and no recognition from the government, the pharmacy community was feeling undervalued.

In the lead up to the AIM (The Association of Independent Multiple Pharmacies) membership renewals in January 2021, the company needed to demonstrate its commitment in supporting its members and giving them the acknowledgment they deserved.

APPROACH

To drive national awareness of AIM and mobilise pharmacies to engage with their local MPs, we approached this in several ways:

  • To reinforce the role of independent pharmacists, we outreached to national press with reactive press releases and interview requests with AIM’s CEO, Leyla Hannbeck.
  • We invited MPs to visit their local AIM pharmacy in their constituency and subsequently reached out to the local newspaper to report the visit.
  • We created a media tool kit for pharmacies to continue to engage with their local MPs which included a template press release and step by step guide on how to contact their MP and local paper.

IMPACT

In the space of eight weeks, we secured 13 pieces of stand-out coverage across national media and broadcast, including interview slots for AIM’s CEO Leyla Hannbeck on the Ian King Show and BBC Radio 5live. Whilst we obtained features in The Times, Mail Online and BBC News Online.

In December 2020, the team secured MP Jesse Norman, Secretary of the Treasury, to visit his local AIM pharmacy, Day Lewis, in Hereford, which was subsequently reported in the local paper. Whilst a video call with Michael Gove MP, Leyla Hannbeck and an AIM pharmacist is scheduled for later in 2021.

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