How to integrate sustainability into pharmacy branding?

When we think of a pharmacy, we immediately think of traditional symbols such as theAsclepius, the mortar and pestle, the bowl ofHygieiaand, of course, the invariable green cross. Clichés that people tend to associate pharmacies with. However, to attract the attention of new users and inspire their confidence, pharmacies need to develop differentiated branding, based on a solid foundation of principles and values. Understand how and why in this article!

Advantages of Sustainable Branding

Pollution, climate emergency and reckless consumption of resources are just some of the issues that gave birth to“new era of sustainability”. In fact, according to aForbes article, 90% of CEOs say that sustainability is“fundamental to success”, as younger generations recognize its importance and make purchases more consciously.

In addition to this, data released by theFabrikbrandsreveal that 80% of consumers are loyal to sustainable brands, being willing to spend more on products and services from these brands. Therefore, there are definitely advantages to adopting a sustainable stance.

Sustainable Branding: how to implement it in pharmacy?

In sustainable branding, the idea is to integrate sustainable thinking in the creation of visual elements, promotional actions and pharmacy communication. This, in addition to limiting the environmental impact of pharmaceutical activity, captivates and retains the attention of a target audience committed to environmental issues.

1. Work on the brand from the inside out

To integrate sustainability into pharmacy branding, it is essential to start by working on the brand from the inside out. That is, you must start by transmitting the brand's vision and its values ​​to your work team.

Furthermore, sustainability in pharmacy is not just about the environment, but also about the health and well-being of its users. In this sense, pharmacy can, for example, promote sustainability through the provision of prevention services or the promotion of healthier lifestyles.

2. Invest in “environmentally friendly” products

Onesustainable pharmacyand“environmentally friendly”is often more popular than its competitors“not green”. In fact, more and more consumers are willing to spend more on products“environmentally friendly”and prioritize companies that demonstrate a certain“environmental concern”.

However, an ecological approach generally implies higher selling prices, as the pharmacy chooses suppliers with higher production costs. Although this may alienate users who prefer price over quality, the truth is that this is an approach that leads toloyaltyof those who are completely committed to the environmental cause.

3. Provide Teleconsultation services

With the pandemic, many activities were subject to review. Movement restrictions and mandatory isolation forced many professionals and business sectors to readapt their practices.

In health, in particular,teleconsultationit became widespread and established itself as common practice. A practice that, in addition to being a convenient and accessible way of receiving specialized advice, allows you to reduce CO₂ emissions, as there is no longer a need to travel. In this way, the pharmacy reduces the environmental impact of its activity and responds to the needs of its users.

4. Develop and improve communication

In sustainable branding, brand communication must happen directly and incisively. That is, the target audience must immediately understand the intention of the communication, both from an environmental and commercial point of view.

Preferably, this should coincide with the values ​​and principles of the brand, for example, promoting screening or reuse of packaging and pharmaceutical products.

5. Develop a visual identity combined with brand values

Simplifying the logo reduces the amount of ink used in printing and communicates sobriety, having a double impact: ecological and economic.

In fact, the fonts used in eco-friendly logos are generally thin and narrow, with neutral tones and simplified shapes. This minimalist appearance should also be replicated in theinterior design, in the decoration of theshowcaseand space signage.

In addition, you can also choose to use more sustainable materials and packaging, such as recycled paper and plastic, to reduce the environmental impact of the activity.

Do you already know Medd Design’s branding services?

Our team of designers creates and develops the visual identity of your pharmacy, taking into account your interests, personal preferences and target audience. From creating logos to space signage. Each visual element we create is aligned with the principles and values ​​of your pharmacy.Talk to us!