HealthPlus Pharmacy Group Business Plan › Section 6 › Marketing & Customer Acquisition Strategy

6.1 Brand Positioning

HealthPlus will be positioned as “South Africa’s Modern Community
Pharmacy”—combining the clinical credibility and trusted advice of a
traditional pharmacy with the convenience, digital accessibility, and
lifestyle appeal of a modern health and wellness retailer. The brand
identity will emphasise three pillars: Trust (pharmacist-led care),
Value (everyday low prices), and Convenience (digital-first, omnichannel
access).

6.2 Customer Acquisition Channels

Digital Marketing

Digital channels will account for approximately 40% of the marketing
budget, focused on paid social media advertising (Facebook, Instagram,
TikTok), Google search and display advertising, WhatsApp broadcast
campaigns, and targeted email marketing. Digital acquisition costs are
estimated at ZAR 25–40 per new customer, with a target customer
acquisition cost (CAC) to lifetime value (LTV) ratio of 1:8 or
better.

Medical Scheme Partnerships

Direct partnerships with medical scheme administrators will position
HealthPlus as a preferred or designated service provider for chronic
medication dispensing. These partnerships provide access to scheme
member databases, enabling targeted marketing and automatic patient
enrolment in chronic medication programmes.

Community Engagement

In-store health days, free screening events, school health education
programmes, and partnerships with local clinics and health practitioners
will build community trust and generate word-of-mouth referrals.
Community engagement is particularly effective in the initial months
following store launch, when building local awareness is critical.

6.3 Loyalty Programme

The HealthPlus Rewards programme is a cornerstone of the customer
retention strategy. Members earn points on every purchase (1 point per
ZAR 5 spent), redeemable as discounts on future purchases. The programme
incorporates tiered status levels (Silver, Gold, Platinum) based on
annual spend, with escalating benefits including birthday rewards,
exclusive promotions, chronic medication reminders, and personalised
health content.

Target enrolment is 50,000 active members by end of Year 2 and
150,000 by end of Year 5. Loyalty members typically spend 25–35% more
than non-members and demonstrate significantly higher retention rates,
with annual churn rates below 15%.

6.4 Pricing Strategy

HealthPlus will adopt an Everyday Low Price (EDLP) strategy for
front-shop products, aiming to match or beat competitor pricing on
high-visibility reference products (top 200 SKUs by sales velocity).
This strategy reduces reliance on promotional discounting cycles,
simplifies pricing management, and builds consumer trust. Prescription
medication pricing is governed by the SEP and dispensing fee
regulations, providing limited scope for competitive differentiation in
the dispensary.

Confidential — this business plan is provided to prospective investors and lenders for evaluation purposes only and may not be reproduced or distributed without the written consent of HealthPlus Pharmacy Group (Pty) Ltd.