Client: GlaxoSmithKline: Earn as you learn

How a neck and shoulder massage can spread the love of a brand

Background to the brief

GSK needed to encourage more pharmacy staff to attend their PharmAssist training programme – this would increase retailer loyalty to the GSK brand, encourage recommendation and promote sales of GSK’s over-the-counter (OTC) range.

Our solution

We knew our audience wanted to be more informed and once at the training session, active participation was clearly evident. The difficulty lay in encouraging attendance in the first place –we needed to ensure the audience felt there was something in it for them and at the same time conform to ABPI codes of practice.

We developed and managed the ‘Earn As You Learn’ incentive scheme which rewarded regular training event attendance and was supported by sales aids, personal attendance records and a fulfillment and evaluation service.

Everybody wins

Rewards were devised which were particularly suited to our target audience and a high level of redemption and loyalty has seen the scheme continue to run since 2000. Over three thousand pharmacists and pharmacy assistants attend UK-wide events every year.