Digital Marketing Strategy One Consistent Voice Across Three Pharmacies Plus an Online Engine for Friendly Mobility
Friendly Pharmacy is a trusted not-for-profit community pharmacy group, three pharmacies plus the greenfield Friendly Mobility business. Two clear opportunities surfaced in our session with Sam & Ramy: re-engage the ~13,000 existing members to drive pharmacy foot traffic, and build awareness + sales for Friendly Mobility from a standing start. This deck, and the free Stage 2 audit it recommends, is the plan to do both.
~13K
Existing Members
4
Business Units
NFP
Not-For-Profit Mission
$30-$10K
Mobility Order Value
Greenfield
Mobility Marketing
Situation Analysis
Where Friendly Pharmacy Stands Today
Based on the strategy session with Sam Dalzell and Ramy (acting MD) on 29 May 2026 and independent research, here’s the honest read on Friendly Pharmacy Group’s current position.
“We’d like to attract more customers, but there’s a bigger, easier opportunity initially, the low-hanging fruit, which is how can we engage better with the ~13,000 members we already have, remind them we’re there, and get them into the store more. On mobility it’s about exposure: once people know where we are, they love it. It’s getting them to know we exist.”
Ramy, Acting Managing Director, Friendly Pharmacy Group
Strengths
Trusted not-for-profit community pharmacy group, mission-led, not margin-led
~13,000 existing members, a warm, owned database most competitors would envy
Three pharmacies in good, prominent locations plus the Friendly Mobility showroom
Friendly Mobility already has an online store, ecommerce capability in place
Google Analytics already installed on the Pixelfish-built website, data is being collected
Recurring seasonal hooks: winter vaccinations, Christmas, diabetes health programs
Current Gaps
The ~13,000 members are barely contacted, almost no email, minimal SMS via Pronto
Fragmented social, two pharmacies active, one does little, each running on its own with no coordination
No clear link between social, the website and actual store visits or sales
Only organic posting, no paid amplification, no Google Ads, no store-visit or call tracking
Friendly Mobility is greenfield, relies on OT referrals, phone & word of mouth, with no demand engine
Tracking incomplete, no closed loop from marketing spend to walk-ins, calls or revenue
Market Opportunity
The biggest, fastest win isn’t chasing strangers, it’s the ~13,000 members you already have. They’re warm, they trust you, and right now they’re barely being contacted. A segmented email/SMS engine (active vs win-back, by member interest) reminding them about vaccinations, professional services and seasonal health is the clearest near-term lift for pharmacy foot traffic. Running in parallel: Friendly Mobility is a blank canvas, the job there is pure exposure (paid social + search) so families and carers discover you exist. And underneath both, real tracking, Google store-visit & click-to-call, so spend is measured to walk-ins and calls, not guessed.
~13K
Members to Re-engage
Mobility
Greenfield Exposure
3
Pharmacy Locations
NFP
Trust Advantage
A realistic 12-month outcome: a segmented member-engagement engine driving repeat pharmacy visits, closed-loop store-visit & call tracking so every dollar is measured, a recurring seasonal health campaign engine (winter vaccinations, diabetes, Christmas), and a paid-social + search funnel putting Friendly Mobility in front of new customers. With mobility orders from $30 up to $10,000, a handful of converted high-value sales a month pays the entire retainer.
Target Audiences
Two Jobs. Re-engage The Members You Have. Win The Mobility Customers You Don’t.
As Ramy put it, there are two distinct plays here. For the pharmacies, the easy near-term win is deepening engagement with the ~13,000 existing members to drive repeat store visits, no online store needed, the goal is foot traffic. For Friendly Mobility, it’s the opposite: a greenfield exposure problem where new families and carers simply need to discover you exist. Two audiences, two strategies, one trusted brand.
Tier 1 • The 13,000 Members (Pharmacy)
Warm, owned, under-contacted, the low-hanging fruit for foot traffic
Existing members who already know & trust Friendly, just need reminding you’re there
Goal is repeat in-store visits, pharmacies have no online store, so foot traffic is the outcome
Often unaware of professional services, vaccinations, health checks, that aren’t top of mind
Primary Channels & Message
Email & SMS (segmented): active vs win-back segments, service reminders, member health info
Facebook & Instagram (local): validated health info, feel-good community stories, prompts to visit
Google Business Profile: each store visible for “pharmacy near me”, flu shots, scripts, with store-visit tracking
Tone: warm, trustworthy, community-first, healthcare-accurate, never pushy
Tier 2 • New Friendly Mobility Customers
Greenfield, families & carers who don’t yet know you exist
Family members & carers of elderly or NDIS participants needing mobility aids
Currently arrive via OT referrals, phone & word of mouth, the job is awareness & visibility
Wider geo-radius than the pharmacies (e-commerce + showroom), reachable well beyond local
Primary Channels & Message
Meta Ads (awareness): “we’re here, just down the road”, product demos, carer-reassurance
Google Search & Shopping: “walking stick near me”, “mobility scooter”, high-intent product searches
Click-to-call & enquiry tracking: most mobility buyers phone or email first, we measure every lead
Tone: supportive, expert, reassuring, dignity and independence, not just product
Scope of Services
What We Deliver Every Month
Six workstreams across two jobs: re-engage the ~13,000 members to drive pharmacy foot traffic, and put Friendly Mobility in front of new customers, all on a properly tracked, closed-loop system. This is the broader, multi-channel approach we discussed on the call, not just organic social (which, on its own, would deliver minimal uplift).
1 • Always-On Social Management
Take full ownership of Facebook & Instagram across all three pharmacies plus Friendly Mobility. 8-12 posts/week (reminders, health info, community stories, product). One calendar, no duplication between stores.
Core
2 • Member Email & SMS Engine
Segment the ~13,000 members (active vs win-back, by interest) and run nurture + reminder campaigns, vaccinations, services, seasonal health. The low-hanging-fruit lever Ramy flagged for pharmacy foot traffic.
Quick Win
3 • Mobility Awareness: Paid Social & Search
Meta ads + Google Search/Shopping putting Friendly Mobility in front of new families & carers. Greenfield exposure with click-to-call & enquiry tracking on every lead.
Revenue Engine
4 • Seasonal Health Campaign Engine
Recurring built-in campaigns: winter vaccinations, diabetes health, Christmas. Each a fully-produced run with creative, social + member email/SMS rollout and (where relevant) local paid boost, tied to in-store services.
High Impact
5 • Community Management & Enquiries
Daily comment + DM management across all pages. Health questions handled appropriately, mobility enquiries routed and qualified to the right store. Turns passive followers into customers.
Daily Ops
6 • Tracking, Dashboard & Account Mgmt
Fix tracking first: Google store-visit & click-to-call, GA4, Pixels. A centralised dashboard pulling every channel into one place (alongside your existing GA & Pixelfish site). Dedicated account manager, monthly review with Sam & Ramy.
Included
Full Marketing Strategy Consultancy
Included In Every Package, Starting From Foundation
This is the part most agencies charge extra for, or skip entirely. For Friendly Pharmacy, we think it’s the most important thing we deliver, especially while you’re weighing agency vs in-house. You’re not just buying social posts, you’re buying a strategic partner who thinks about how to build one consistent voice across three pharmacies, how to grow Friendly Mobility’s online sales, and which seasonal health campaigns to run when, with full awareness of pharmacy advertising regulations.
What It Means Practically
Every month, a senior strategist (Katryn Fremlin, Head of Strategy) actively works on your marketing, not just in it. You get strategic thinking, competitor intelligence, seasonal campaign planning aligned to the health calendar, and a roadmap that evolves with the group. Crucially, it answers your in-house-vs-agency question directly: you get the breadth and process of a full team for less than the cost of one in-house hire, with no single-point-of-failure when someone leaves. No extra fees. No separate engagement.
Quarterly Strategy Sessions
90-minute strategic review with Sam & the team
Performance vs goals & mobility-sales analysis
Campaign prioritisation across pharmacy & mobility (what to push next quarter)
New initiative recommendations (local events, health partnerships, PR)
Positioning & Messaging
Positioning Friendly as the trusted, local, not-for-profit alternative to the discount chains
Tone-of-voice: warm & community-first for pharmacy, supportive & expert for mobility
Messaging layers for local customers vs national mobility buyers
Not-for-profit mission narrative, trust as the brand’s competitive moat
Market & Competitor Intel
Benchmark vs Chemist Warehouse, Pharmacy 777 & Capital Chemist, their content & paid plays
Local competitive map per pharmacy catchment
Health & mobility search-intent trends (what customers actually type into Google)
Pharmacy advertising compliance, what can and can’t be claimed, kept on the right side of the line
Funnel, Tracking & Attribution
Fix tracking first, Google store-visit, click-to-call & GA4 so spend ties to walk-ins, calls & sales
Per-business geo-radius (3-5K Sydney pharmacy, ~10K Central Coast, wider for mobility)
Member segmentation & win-back flows built off the existing database
Look-alike audiences from member data so we reach new customers, not just existing ones
Seasonal Health Campaign Planning
Winter vaccination campaign (the immediate priority for this season)
Diabetes health & education promotions throughout the year
Christmas & gifting promotions across pharmacy and mobility
Always-on validated health messaging & feel-good community stories
Always-On Advisor Access
Direct Slack / email line to your strategist
Ad-hoc advice when opportunities or issues arise
One template system shared across all three pharmacies so nothing is duplicated
On the call we agreed the smart first step is a free Stage 2 audit, looking “under the bonnet” with read-only access before anyone commits to a single month. That’s the consultancy mindset in action: we reverse-engineer the strategy from your real data and goals, then show you what to do before you’ve paid for anything.
Friendly Pharmacy has the substance: real community trust, a not-for-profit mission, three well-located pharmacies, ~13,000 members and a greenfield mobility business with room to run. The job is to translate that into repeat foot traffic, measured mobility leads and a closed-loop system. Full Marketing Strategy Consultancy means senior strategic thinking applied to your business every single month, not just “a bit of social media and hope it works.” As a not-for-profit, every dollar of efficiency we find goes straight back into your mission.
Content Approval Workflow
Nothing Goes Live Without Your Sign-Off
Friendly Pharmacy has a community reputation and a not-for-profit mission to protect, and pharmacy advertising sits under real regulatory rules. Every post, image and page either reinforces trust or quietly erodes it. Our formal approval workflow guarantees every piece of content is healthcare-accurate, compliant, on-brand, and aligned to the right audience (local pharmacy vs national mobility) before it goes anywhere near a live channel.
Trigger
121 Group Action
Client Review
Publish
1. Plan
Monthly calendar
2. Draft
Copy + visuals
3. Review
Sam / Ramy
4. Approve
One-click sign-off
5. Publish
Scheduled live
Built-In Safeguards
Brand & Voice Guidelines
Friendly tone-of-voice captured in a living document, warm & community-first for pharmacy, supportive & expert for mobility. Consistent across all three stores.
Healthcare Compliance Check
Anything citing health claims, vaccinations or medicines is checked against pharmacy advertising rules & TGA guidance before publish.
One-Message Pause
Sam or Ramy can pause all scheduled content with one message during any sensitive health moment or brand situation.
Recommended Next Step
The Free Stage 2 Audit, “Under The Bonnet” Before You Commit
This deck is Stage 1: built on what we could see from the outside. As we discussed on the call, the smart next move is the free Stage 2 audit, a proper look under the bonnet using read-only access to your platforms, plus a small anonymised data sample. It turns this strategy from informed assumptions into a data-backed marketing plan, mapped across all four (arguably five) business units, before you commit to a single paid month. We don’t charge for it; it’s how we earn the engagement.
What we’ll deliver
A data-backed marketing planAll recommended channels, touchpoints & tactics, mapped per business unit, pharmacy foot traffic, member engagement, mobility awareness.
A tracking health-checkWhat’s set up, what’s broken, and what closed-loop tracking (store-visit, click-to-call) we’ll put in place, at no charge.
Member & postcode insightFrom an anonymised sample: where your customers are, relative spend by area, and the segments worth targeting first.
Forecasting where data allowsRealistic projections so you can see likely return before committing.
Read-only access we’ll request
View-only, nothing editedWe only ever view, we never edit, change or delete. Full instructions provided, and we’ll walk your team (or IT) through it.
Google Analytics & Search ConsoleGA is already installed on your Pixelfish site, read access lets us see real traffic & behaviour.
Facebook / Instagram & Google Business ProfilesAll four pages plus each pharmacy’s Business Profile, across the whole group.
An anonymised Pronto data sampleNo system access needed, just a small de-identified postcode/spend extract for forecasting. Nothing that raises privacy issues.
Privacy & compliance: we work with private-equity-backed healthcare clients under strict data rules, so security & compliance are second nature. Everything is read-only and de-identified, the full list of what we’d like, why, and how to grant it is set out in our follow-up email, and we’re happy to guide your IT team through every step.
Community & Mobility Playbook
Re-engage The Members, And Put Friendly Mobility On The Map
The two biggest unlocks are complementary: (1) turn the ~13,000 under-contacted members into repeat pharmacy visits via segmented email/SMS + consistent local social, and (2) take Friendly Mobility from greenfield to discoverable with paid social + search. This 4-phase playbook is how we do both at once, on a properly tracked system.
Phase 1 • Month 1
Fix Tracking & Segment The Database
Get the closed loop working first: Google store-visit & click-to-call, GA4 confirmed, Pixels in place. Segment the ~13,000 members (active vs win-back, by interest), claim & optimise each pharmacy’s Google Business Profile. You can’t pull the right levers until you can measure them.
Phase 2 • Month 1-2
Turn On Member Engagement + Consistent Social
Launch segmented email/SMS to the members, service reminders, vaccinations, win-back, alongside consistent Facebook + Instagram across all four pages. Cadence: 8-12 posts/week from one calendar, all approved before publish. The low-hanging-fruit foot-traffic lever, switched on.
Phase 3 • Month 2-3
Mobility Exposure: Paid Social + Search
Meta ads + Google Search/Shopping putting Friendly Mobility in front of new families & carers, with click-to-call & enquiry tracking on every lead. Look-alike audiences built from member data so we reach genuinely new customers. Mobility orders run $30 up to $10,000.
Phase 4 • Month 3+
Seasonal Health Campaigns + Compound Trust
Recurring seasonal launches: winter vaccinations, diabetes health, Christmas. Each campaign builds the local audience and feeds the next, brand recall locally, plus a growing retargeting pool for mobility. Compounding trust and sales, not one-off bursts.
5 Revenue & Brand Tracks
Member Re-engagement
~13,000 warm members, barely contacted. Segmented email/SMS (active + win-back) is the fastest, cheapest lever for repeat pharmacy foot traffic.
Friendly Mobility Awareness
Greenfield. $30-$10,000 order value, wide geo-reach. Paid social + search get new families & carers to discover you exist, then phone or visit.
Professional Services Uplift
Vaccinations, health checks & services members don’t realise you offer. Prompts that lift higher-margin in-store visits.
Local Brand Recognition
Consistent presence per catchment so each pharmacy is the trusted name locals think of first, the not-for-profit alternative to the chains.
Seasonal Health Campaigns
Winter vaccinations, diabetes, Christmas. High-intent windows driven across social, email & Google Business Profile.
Closed-Loop Tracking
Store-visit & click-to-call tracking ties every dollar of spend to walk-ins, calls & sales, so we know which lever to pull next.
Content Strategy
Five Pillars Driving The Monthly Mix
A content calendar built for the local pharmacy community and national mobility buyers: validated health info that builds trust, feel-good stories that get shared, and product content that converts. Every post hits at least one audience, local pharmacy or mobility, and stays on the right side of pharmacy advertising rules.
Pillar 1 • Validated Health Information
Accurate, helpful health content, seasonal advice, medication safety, chronic-condition support. The trusted-pharmacist voice the discount chains can’t replicate. Drives reach & saves.
30%
Pillar 2 • Community & Feel-Good Stories
The team, the customers, the not-for-profit mission in action. Humanises the brand, turns “the pharmacy down the road” into “my pharmacy”. Social proof and warmth.
25%
Pillar 3 • Mobility Product & Sales
Conversion-focused content for Friendly Mobility, product demos, “how it helps”, carer reassurance. Drives online sales, the revenue pillar.
20%
Pillar 4 • Seasonal Health Campaigns
Winter vaccinations, diabetes health, Christmas promotions. Timely, conversion-led pushes aligned to the health calendar and tied to in-store services.
15%
Pillar 5 • Services & Reminders
Scripts, vaccinations, blood pressure checks, NDIS & mobility support, the everyday services that bring locals in. Practical, useful, action-driving.
10%
KPIs & Reporting
How We Measure Success
Clear 90-day and 12-month benchmarks. The real measures are repeat member visits to the pharmacies and qualified mobility leads, both properly tracked. Everything upstream (reach, engagement, email opens) is optimised toward those outcomes. As a not-for-profit, efficiency matters: we report results, not vanity metrics, so every dollar works toward your mission.
90-Day Foundation KPIs
Building the engine
Closed-loop tracking live: Google store-visit + click-to-call + GA4
~13,000 members segmented (active / win-back / interest) with first campaigns sent
All four pages active & consistent at 8-12 posts/week from one calendar
Each pharmacy’s Google Business Profile claimed & optimised
Winter vaccination campaign launched & measured to walk-ins
First Friendly Mobility ads live with click-to-call & enquiry tracking
12-Month Growth KPIs
Consistent presence + mobility revenue at scale
Measurable uplift in member-driven repeat store visits (tracked store-visits + redemptions)
Active, segmented member program, win-back & nurture flows running continuously
Friendly Mobility leads from social & search: steady, growing month-on-month pipeline
Known cost-per-walk-in & cost-per-lead per business unit, decisions made on data, not guesswork
Recurring seasonal health campaigns delivering measurable in-store uplift
Brand recall: Friendly is the trusted local name, not just the pharmacy nearby
Roadmap
From Today’s Call to a Data-Backed Plan, At No Cost
A clear, low-risk path: the free Stage 2 audit comes first, so you see exactly what we’d do, on your real data, before committing to a single paid month. Everything stays month-to-month with no lock-in.
Fri 29 May
Strategy Walkthrough, Done
Walked Sam & Ramy through this proposal. Agreed the free Stage 2 audit as the sensible next step before any commitment.
This week
Follow-up & Access Request
We send the summary, portfolio examples, this proposal link, and a step-by-step read-only access request (plus the anonymised data sample we’d like). Sam forwards internally / to IT as needed.
On access granted
Free Stage 2 Audit
We look under the bonnet, tracking health-check, member & postcode insight, channel-by-channel plan per business unit, and forecasting where the data allows. No charge, no commitment yet.
Then, if it’s a fit
Onboard & Launch
Month-to-month, no lock-in. Fix tracking, segment the members, launch engagement + consistent social, then mobility paid social & search. Weekly WIP calls for the first six weeks, then fortnightly.
First 6 weeks
Weekly WIP, Adam Involved
Weekly work-in-progress calls for the first six weeks, with Adam personally involved, to get everything set up exactly as it should be. Then we move to fortnightly.
Day 90
Foundation KPI Review
First full strategy review against 90-day KPIs. Rebalance pillars, scale what members are responding to, double down on the mobility campaigns generating leads.
Your Team
Melbourne-Based Experts, Dedicated To Your Growth
Every channel is managed by a senior specialist out of our Melbourne office. No offshore outsourcing. No juniors learning on your account. Direct access to the people doing the work, with deep experience across health, NDIS and regulated categories, so we understand both how you communicate and the industry rules you operate under. This is the team you get instead of a single in-house hire.
Adam Ducquet
Managing Director
Your main point of contact
Kate Lawrence
Account Director
Day-to-day partnership lead
Katryn Fremlin
Head of Strategy
Content & pillar strategy
Michael Potts
Paid Social Director
Meta boosts & paid reach
Chris Castellano
Senior Growth & SEO Manager
Google Business Profile & local SEO
Scott Campbell
Head of Design & Development
Graphic systems & approval dashboard
Pip Tyssen
Graphic Designer
Daily post & campaign creative
Steven Pythas
Strategic Account Director
Quarterly strategy reviews
Our Commitment To Friendly Pharmacy
No lock-in contracts. Month-to-month. Full strategy consultancy contractually included.
We keep your business by delivering results and respecting your brand, not by trapping you in a contract. Most of our clients have been with us for 5+ years because they choose to be.
Packages
Choose Your Engagement Tier
All packages are month-to-month with no lock-in contracts. We’ve recommended Growth as your best-fit starting point, it adds the seasonal health-campaign engine, the Friendly Mobility sales funnel (the biggest direct-revenue lever), and free website changes as the engine matures. As a not-for-profit comparing agency vs in-house, this tier gives you a full senior team for well under the all-in cost of one marketing hire.
Foundation
Get the engine running. Tracking fixed, members segmented, all four pages active & consistent, winter vaccination campaign live.
Best fit for Friendly Pharmacy. Full seasonal health-campaign engine, Friendly Mobility paid social + search, short-form video, website change management.
$3,750/month + GST
Recommended starting point
Everything in Foundation
10-12 posts/week total across all four pages
Friendly Mobility paid social + Google Search/Shopping, managed campaigns putting mobility in front of new customers
Full segmented member engine, active / win-back / interest flows across the ~13,000 members
Full 3-campaign seasonal engine, winter vaccinations / diabetes health / Christmas, each with creative, organic + member email/SMS rollout
4 short-form videos per month, health tips, mobility product demos, community stories
Centralised reporting dashboard, every channel in one place alongside your GA & Pixelfish site
Weekly 30-min content review call
Community management, comments, DMs, enquiries across all four pages
Free website changes, ongoing copy, image & page updates managed by our team at no extra cost
