Category:
Paras Kampanja, Tuloksellisin kampanja, Somekampanja
S-pharmacy
prototype aims for
pharmacy reform.
S Group:
The pharmacies could
keep their lights on
even in small towns.
Revamp
the pharmacy system:
commercial operators
could provide solutions.
BACKGROUND
Finland’s pharmaceutical market has the strictest regulations in the EU, maintaining a monopoly spanning over 100 years.
This legislative relic has skyrocketed the few pharmacists to wealth while the suppressed competition has lead to high medicine prices, fewer locations, even limited hours – with families, the elderly, and the disadvantaged ultimately bearing the cost.
Unaware of alternative models, 95% of Finns are happy with the existing pharmacy legislation, a view molded by decades of anti-reform lobbying.
APPROACH
S-Group, Finland’s largest retail chain, aimed to level the playing field, ensuring that medicines are more accessible and affordable for everyone. Naturally for S-group, the liberated market has also always been a significant business opportunity.
With the parliamentary elections approaching, the retailer decided to refresh their lobbying strategies to match the times. Unlike the often obscure tactics of traditional lobbying, they chose to embrace a policy of full transparency in their actions.
EXECUTION
The transparent lobbying campaign utilising social influence, PR, experimental and traditional marketing posed the nation a crucial question: “What if pharmacies offered cheaper medicines, were closer and stayed open later?”
R E S U L T S
With 69% attention value the initiative made the pharmacy monopoly a public debate overnight. Due to the campaign 2.8 million Finns turned pro-pharmacy reform (51% of pop) and 86% of Finns had neutral or positive sentiment towards S-Group*.
And in spring 2023, after more than a century, the Finnish Parliament set in motion reforms for the ancient pharmacy regulations.
*OMG’s Campaign research and measurement report, March 2023 (conducted immediately after the campaign)
Creative Agency
Client
Media Agency
Production partner
Production Partner
Production Partner
