LLOYDSPHARMACY - CONTENT SUPPORT

Developing LPOD's online presence through content creation

Background

After a business restructure separated LloydsPharmacy Online Doctor (LPOD) from its high street counterpart, the newly independent online pharmacy lost the in-store presence and promotional support formerly provided by hundreds of physical branches - virtually overnight. LloydsPharmacy Online Doctor faced the serious challenge of establishing itself as a trusted, standalone digital health service in the UK market, with no legacy infrastructure to rely on

Client challenge

Without the footfall or point-of-purchase visibility of brick-and-mortar stores, LloydsPharmacy Online Doctor needed to accelerate brand recognition, build its own direct relationship with consumers, and become a credible authority online. There was also the obstacle of public scepticism toward online healthcare, a sector where legitimacy and trust are paramount. They had to find a way to connect directly with potential patients through digital channels, standing out from both larger competitors and rising individual health influencers on social media.

SOLUTION

Tribera devised and implemented a content and social strategy for LloydsPharmacy Online Doctor, focused on building trust, driving discovery, and energising a new digital audience. We launched a two-pronged content approach, starting with lo-fi, creator-led social videos to quickly test what resonated with audiences across TikTok, Instagram, Facebook, and the website.

Over time, insights from platform trends and audience reactions helped us evolve toward higher production value: we produced 36+ high-quality, clinical-led videos featuring LloydsPharmacy Online Doctor’s own doctors. They were shot for maximum flexibility - repurposed across all social feeds, YouTube, and embedded on LloydsPharmacy Online Doctor’s website for both organic and paid activity.

Simultaneously, we built an extensive bank of over 60 lo-fi videos, ensuring a constant drumbeat of approachable, authentic messaging while supporting initiatives like doctor Q&As, interactive myth-busting, and explainer series.

Solution

Tribera’s content strategy is helping to establish LloydsPharmacy Online Doctor as a trusted digital health destination, from a standing start. The high-production video campaign brought the platform’s clinical expertise to the fore, humanising the medical team and demonstrating real authority. Our blended content approach ensured both ongoing reach and meaningful engagement, with video assets now populating the entire digital mix: social (TikTok, Instagram, Facebook), website, and YouTube channel. This structured but agile approach has set LloydsPharmacy Online Doctor up for continued growth as a credible, accessible presence in the evolving online healthcare landscape.