AESGP

Ma pharmacie, mon conseil santé

NèreS|France |September 2021 – Summer 2023
Health Literacy & Disease Prevention
Responsible Self-Care
Healthcare Professional Engagement Public Engagement & Awareness
Published on
Modified on

Launched in 2021, Ma pharmacie, mon conseil santé (“My Pharmacy, My Health Advice”) is a campaign designed to strengthen the role of pharmacists in the prevention and treatment of minor ailments. It highlights the expertise of community pharmacists and positions them as trusted first points of contact for accessible, safe, and effective healthcare, especially for individuals new to self-care or hesitant about managing their health independently.

Objectives

  • Highlight the expertise of pharmacists in treating and preventing minor ailments.
  • Encourage the use of community pharmacies as first-line healthcare providers.
  • Strengthen collaboration with pharmacist organisations.

Target Audience

  • “Anxious” individuals (500–600k people)
  • “New to self-care” individuals (200–250k people)
  • General public seeking advice for common seasonal ailments

Key Activities and Approach

  • The campaign used a seasonal approach, with five editions rolled out between 2021 and 2023 (Winter 2021/22, Summer 2022, Winter 2022/23, Spring 2023, Summer 2023).
  • Each edition tackled the most relevant minor ailments for that time of year: Spring: hay fever, allergies; Summer: sunburn, mosquito bites, cold sores; Winter: immune support, gastroenteritis, aches and pains
  • Content was promoted through Google Ads, YouTube, Facebook, and Instagram, and included motion design videos, quizzes and interactive content, informative articles, and expert-led videos.

Impact and Result

  • 40 million total impressions over two years
  • 18 million impressions during Winter 2022 (campaign peak)
  • Average exposure: 47 times per person (based on 850,000 target audience)
  • Significant optimisation over time

Insights and Takeaways for Others

  • Pharmacies are a trusted, accessible first step in self-care for minor ailments.
  • Digital campaigns with seasonal relevance can achieve high recall and efficiency.
  • Focusing on everyday health concerns fosters engagement and builds patient confidence.
  • Ongoing optimisation of messaging and formats leads to stronger cost-effectiveness.

Additional Resources and Contact