Change a little, change a lot / The power of the campaign lies in its simplicity. Alivia Health’s introduction of the labels was rooted in local insight that led to a strategy focused on a solution that required no tech, training, or behaviour change.
The switch to the glow-in-the-dark label required very little effort on the part of patients or investment from the brand but it has made a positive impact on both.
‘This campaign demonstrates the power of design thinking applied to healthcare, turning a seemingly small detail like a medication label into a vital tool for independence and well-being, a model that holds relevance far beyond Puerto Rico,’ Renata Maia, chief creative officer at Ogilvy Health NA, told Contagious.
The change to this small detail makes an outsized difference in a heavily regulated sector because it helps Alivia to reframe a standard information label into a safety label, encouraging an attitudinal shift among the elderly and their caregivers towards thinking about safety when taking medication.
Take the pain away / The new labels are in no way a gimmick and solve a real problem for the senior population. Alivia first identified a critical need, patient safety in challenging conditions, and addressed it with a simple, yet effective solution.
The brand benefits too because the innovation takes its prescription service beyond the physical spaces of pharmacies and into everyday interaction with people in their homes. Farmacias Plaza shows through this that it cares beyond the basic service of filling bottles with pills and, ultimately, boosts trade because more seniors are using Farmacias Plaza to fulfil their prescriptions.
Glowing Relief has elevated the profiles of both Farmacias Plaza and Alivia Health and linked them to positive values of innovation and going the extra mile to care for people. Given the nature of the prescription industry, repeat business is built in, the potential for long-term growth, fostered by loyalty, is likely to create a sustainable competitive advantage.
The campaign demonstrates how service and care from brands helps to generate loyalty over the long-term by removing a pain point, literally, as opposed to offering straight rewards or promotions. For example, in 2024 Easypaisa, mobile banking app in Pakistan created an audio tool to help women understand their marriage rights.
Rifah Qadri, Easypaisa head of marketing and corporate communications, told Contagious that the service helped to foster loyalty among the target audience because it ‘transcends mere transactions and fosters relational connections’ and helped to ‘shift the perception of its brand from purely transactional to deeply relational’.
