BURROUGHS WELLCOME: Pharmacy Education Program
PURPOSE: Create series of contacts to pharmacists with strong visual appeal
THEME: 17th Century Pill Tiles
RESULTS: 71% response rate (55,000 responses annually for 12 years)
HOW DID IT WORK? The client wanted to generate annual contact with pharmacists as a corporate public relations gesture. As part of their Pharmacy Education Program, approximately 77,000 announcements containing a Business Reply Card were sent to all pharmacists in the US. BRCs returned were entered in a drawing, and winners were entitled to designate a B/W scholarship grant to the pharmacy school of their choice. For more than a dozen years, all entrants received a Dutch porcelain tile from Burroughs Wellcome depicting early pharmacy scenes.
MEDIPRO’S ROLE: We commissioned our artists in Holland to create beautiful designs with specific appeal to pharmacists. We researched and wrote custom educational copy that accompanied each tile.
HOW COULD THIS PROGRAM WORK FOR YOU? There is an infinite number of subjects that would be very attractive presented on tiles, which can be used as coasters, trivets, paperweights, wall hangings, and more. A few examples include:
- Famous doctors in history
- Herbal medicines
- The Worshipful Society of Apothecaries
- Custom themes from your client’s company