Green Cross Health launches Living Well
Green Cross Health today announces the launch of its exciting new ‘owned media’ channel in partnership with Tangible Media, the experts in specialist and owned media projects in New Zealand.
Starting conversations with customers about the role local health professionals’ play in their community, and providing authentic and relevant information on health and well-being is at the strategic core of Living Well, part of Green Cross Health’s integrated marketing plan.
Brook Milbank, Head of Marketing, Green Cross Health, says: “Living Well goes to the heart of our ‘care + advice’ proposition for customers. The concept is to use quality content to position Unichem and Life Pharmacies as the first port of call for health, well-being and beauty needs throughout New Zealand.
“With more than $220 million of sales across our pharmacy network each year, Living Well provides an unparalleled opportunity to drive awareness and sales while delivering genuine value to our consumer base. Our target market is 100,000 people in upper socio-economic households with children under 17, which we believe will provide a high-value audience to our commercial partners and pharmacy network.”
John Baker, Publisher and Director of Content Marketing, Tangible Media, says: “The content and distribution strategy are closely aligned and designed to optimise reader engagement, value and retail activation for Green Cross and its partners. Green Cross have adopted a ‘reader first’ approach to this initiative and collaborated with us to build an editorial framework and team that will enable us to create a genuine media property.”
Rebecca Reid has been appointed Editor. She has close to a decade’s worth of journalism experience, working for some of New Zealand’s most well-known newspapers and magazines, including New Zealand Women’s Weekly and the Herald on Sunday. During her time in weekly magazines, she honed her lifestyle, health and beauty writing and editing skills as New Idea Lifestyle Editor. Her interest in health was further increased working in public relations and communications for the Middlemore Foundation, a charity division of Counties Manukau District Health Board.
Issue one of Living Well will be released in September 2014 and distributed by name to 100,000 households in the defined target market, which will be drawn from Green Cross Health’s loyalty program, Living Rewards. A further 50,000 units will be distributed via the Green Cross Health pharmacy network.
Green Cross Health is listed on the New Zealand Stock Exchange (GXH) and supports around 300 pharmacies nationwide under the Unichem and Life Pharmacy banners. Green Cross Health is passionate about the role that pharmacy has in every local community, providing professional health care and advice, products and services thousands of people every day.
Medical and community care divisions complete the Green Cross Health group, including family healthcare services through GP, accident and medical centres, with most operating under the Radius Medical or The Doctors brands.