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Case Study:

Recognizing Pharmacy Excellence through the Good Neighbor Pharmacy Champion Awards

"It was an honor and a privilege to capture the stories of this year’s Champion Award winners through video. Their commitment to patient care and independent pharmacy is truly inspiring, and being able to tell their stories has been incredibly rewarding."

Shannon Oakley

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Client

Good Neighbor Pharmacy is a network of locally owned, locally loved independent pharmacies united in their commitment to providing personalized care to patients far beyond simply filling prescriptions.

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Supported by Cencora, the Good Neighbor Pharmacy program empowers independent pharmacies by uniting them under a common brand and providing essential marketing and advertising support to elevate their presence locally and nationally. The program also offers business management resources and access to clinical services that enhance their competitive edge.

Challenge

Since 2013, Good Neighbor Pharmacy has recognized one standout member with the Good Neighbor Pharmacy of the Year Award. However, with the evolution of the pharmacy profession toward specialized care, community outreach, and diversified healthcare solutions, it became clear that the award needed to align with these changes.

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Rather than honoring a single pharmacy for general excellence, Good Neighbor Pharmacy sought to celebrate the breadth of leadership across three core pillars:

  • Advocacy

  • Clinical Care

  • Storytelling

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This change called for more than a new name. Good Neighbor Pharmacy needed an engaging rebrand that communicated the value and purpose behind the Good Neighbor Pharmacy Champion Awards while capturing and elevating the stories of the winning pharmacies.

Solution

Shannon Oakley Creative + Production was brought in to reimagine the awards program and create powerful video content that would bring the winners’ stories to life.

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Role and Execution

Shannon Oakley Creative + Production partnered closely with the Good Neighbor Pharmacy team to develop the creative framework for the new awards. This effort involved:​

  • Strategy development: Collaborating with the client to define the key pillars and award categories.

  • Award positioning: Shifting from "Pharmacy of the Year" to Champion Awards to better represent modern pharmacy practice and inspire members.

  • Storytelling through video: Capturing the essence of each award winner’s contributions through engaging and inspiring video stories.

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Shannon Oakley Creative + Production was entrusted to produce videos for each award category:

  • Advocacy Champion Award: Showcasing the tireless advocacy efforts of a pharmacist or pharmacy owner who works at all levels of government to protect the profession of independent pharmacy.

  • Clinical Care Champion Award: Highlighting an innovative pharmacy that offers personalized care through services like point-of-care testing and vaccinations.

  • Storytelling Champion Award: Featuring a pharmacy that leverages creative marketing strategies and community collaborations to position its business as a healthcare leader.

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Recognition

The videos debuted at ThoughtSpot, the annual Good Neighbor Pharmacy conference and tradeshow, where the awards were officially presented. In addition to being featured on-site at the event, the videos will continue to serve as inspiring educational tools across Good Neighbor Pharmacy’s marketing channels.

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The videos also earned national recognition, winning the 2024 Graphic Design USA Health + Wellness Award in the Motion category. Selected from nearly 3,000 entries, with only the top 10% recognized, this award highlights the quality and impact of the work.

Results

  • Elevated awards program: The new Champion Awards more accurately reflect the evolving role of independent pharmacies, fostering deeper engagement among members.

  • Inspiring peer-to-peer content: The videos unveiled at ThoughtSpot not only honored the winners but also inspired thousands of attendees and provided a blueprint for excellence in independent pharmacy.

  • National recognition: Receiving the Graphic Design USA Health + Wellness Award underscored the quality and impact of the video storytelling.

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The Good Neighbor Pharmacy Champion Awards reimagined what it means to celebrate excellence in independent pharmacy, and Shannon Oakley Creative + Production was integral to bringing that vision to life. Through thoughtful strategy, creative storytelling, and award-winning video production, the project honored the winners and demonstrated the power of independent pharmacies as healthcare destinations in their communities.

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If your brand is looking for a creative partner to help tell your story, let’s talk! Whether you’re reimagining your brand, launching a new campaign, or anything in between, we’re here to bring your vision to life through thoughtful strategy and standout storytelling.

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