Boots and Macmillan: working together to improve the lives of everyone living with cancer - Corporate Engagment Awards Winner 2015
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Boots UK and Macmillan Cancer Support united in partnership in 2009 to achieve a single game changing ambition; to help people affected by cancer access specialist information and support on the high street. By leveraging the expertise and passion within both organisations, they created life-changing cancer support services delivered in a retail setting for the first time. There are now over 2,000 Boots Macmillan Information Pharmacists working in-store every day, and over 400 Boots Macmillan Beauty Advisors are helping people manage the visible side effects of cancer. Hear from Rowena Howell, partnership services manager at Macmillan and Oonagh Turnbull, head of CSR at Boots UK on how this long-standing partnership is working to benefit so many people every day. Learn how they companies work together to combine their assets and knowledge to help people affected by cancer more powerfully than they could alone.
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Boots and Macmillan: working together to improve the lives of everyone living with cancer - Corporate Engagment Awards Winner 2015
- 1. Working together to improve the lives of everyone living with cancer. Oonagh Turnbull, Boots UK Rowena Howell, Macmillan Cancer Support
- 2. Boots UK and Macmillan Cancer Support are working together to ensure everyone affected by cancer, wherever they are in the UK, has access through Boots to the best cancer information and support in their local community Our Partnership Vision
- 3. Cancer Information on the High Street Why? • Increase access to support • Address the need for greater local support • Two trusted brands with expertise • Customer reach How? • Tested options in store • Evaluated the need What? • Information in store and online • Signposting to Macmillan services • New service roles • Support for family/friends/carers
- 4. Boots Macmillan Information Pharmacists Why? People Living With Cancer: •Are not accessing the support they need •Don’t always know where to turn •Are experiencing long-term consequences of treatment How? •Bespoke training for Pharmacists to have conversations with customers about cancer and signpost to additional support •Local connections with cancer support services What? • 2000+ Boots Macmillan Information Pharmacists available in store to provide information and signposting •Developing connections in local community
- 5. Boots Macmillan Beauty Advisors Why? People Living With Cancer: • 85.9% experienced a beauty related issue • 81% say these changes have negatively affected their confidence How? •Training No7 Advisors to understand the side effects and provide potential solutions What? • 400+ Boots Macmillan Beauty Advisors available in store to provide advice and support
- 6. Our Partnership in action • National campaign • In store materials • Online, Social media and PR • Bespoke channels • Colleague engagement
- 8. Thanking our colleagues and customers
- 9. Amazing Achievements £11 million raised 1000+ Volunteers 2000 Boots Macmillan Information Pharmacists 400 Boots Macmillan Beauty Advisors
- 10. Our top tips! • Develop a shared long term vision • Brand alignment • Invest in each other • Insight led • Utilise multiple channels
- 11. Working together to improve the lives of everyone living with cancer.
Editor's Notes
- Row- Hello and introductions Colette- Here to talk about our partnership and how to maximise opportunities , particularly externally
- Oonagh Partnership vision - Boots UK and Macmillan Cancer Support are working together to ensure everyone affected by cancer, wherever they are in the UK, has access through Boots to the best cancer information and support in their local community. The image below is also one we use regularly to demonstrate how we bring the vision to life. Entering our 5th year of working in partnership The partnership has always been about so much than fundraising, although this is a huge success for us too Developing expertise amongst our colleagues has been key to success- we’ll be talking more about what this looks like shortly.
- Row: background Through our partnership we have developed a unique offer for customers- cancer information on the highstreet. We identified that there was a need for additional local support. Many people with a cancer diagnosis find themselves not knowing where to turn once their treatment ends, don’t want to bring their questions to their cancer nurse specialist, make that extra trip into the hospital, or simply don’t remember what to ask during their appointment. Boots offered us another way of reaching people when they need us, through a network of Nationwide stores. We’re two trusted brands with phenomenal reach, with over 2500 stores and 8 million customers a week Oonagh: testing We worked with professionals in Boots and Macmillan to gather insight to understand what we thought we could deliver and the areas to focus on to best meet the needs of people affected by cancer. Our approach to supporting people was two-fold: Stage 1: making Macmillan’s expertise accessible through Boots Stage 2: equipping Boots colleagues to deliver cancer info and support, as well as inspiring them to volunteer their time and energy We’ve established a partnership with significant information in-store, through leaflets for customers, and face to face support for customers through brand new roles- whether they are carers of people living with cancer
- Row Background to the role People not accessing support they need Growing pressures on the NHS Don’t know where to turn, don’t want to bother their oncology teams Long term consequences of treatment need to be managed in the community Macmillan wants to respond to these challenges Solution We have developed bespoke training for pharmacists to have conversations with customers about cancer in store, and signpost to additional support and services. Boots have a huge National reach which enables us to respond to these challenges We have an opportunity to integrate the role into wider support networks to be there for pabc Impact More than 2000 trained pharmacists across the UK giving support to customers in store We are working to integrate these roles into wider local support to support customers along the whole cancer journey
- Oonagh BMBA background, and why the role is important for Boots + Macmillan Boots Macmillan Beauty Advisors - bringing the vision to life and using the expertise and enthusiasm amongst our colleagues Why? Talked to women about the beauty related side effects they experienced as a result of cancer treatment. Could include some of the topline stats... 85.9% experienced a beauty related issue and 81% say these changes have negatively affected their confidence Together we developed an in-store service using our beauty expertise amongst No7 advisors Launched Sept 2013 Over 250 trained advisors who understand the side effects and can provide support on how to disguise the visible effects of cancer treatments with make up techniques and appropriate product suggestions - selection of advisor and customer images
- Oonagh – background to P11b, key background of what we did In January we delivered a National campaign to raise awareness of our partnership We delivered huge reach with in store materials, PR, social media campaigns and tested bespoke channels including oncology ward advertising. We linked all this together with internal comms celebrating the incredible reach of our partnership and engaging Boots and Macmillan colleagues in our ambitions
- Row- some examples of what we did + film Pharmacists, in store creative PR and social media engagement- case studies, mention number of people commenting etc BMBA film Signage in store- badges Online content- social media, website banners Specific ads in oncology wards Colleagues supporting- lisa dadswell pic Internal comms Radio day Online Q&A with BMBA Maximising all our channels!
- Oonagh -Off the back of our external campaign highlighting our support offer, we celebrated another key milestone when Boots hit the phenomenal fundraising income of £10million -We took a moment to step back and thank the incredible efforts of Boots colleagues Nationwide with bespoke comms highlighting the impact funding will have on people affected by cancer -We also highlighted the achievment online through PR and social media to thank customers for their support and really celebrate
- Row Amazing achievements: £11m and counting Service roles giving reach, support and engagement 1000 volunteers and huge support from colleagues to make it all happen 2nd most admired charity partnership, knocking several others off the top spot in just a few short years
- Row: Crucial to have a shared long term vision, which sets out exactly what you want to do together, and a roadmap for achieving it Oonagh: Focus on brand alignment, find the synergies which work for your business, colleagues and customers Row: Invest in each other. We have spent years working to understand each others business models, priorities, even language! We invest in joint activities which really feel partnership led Oonagh: We focus on being really insight led in the partnership. As you saw we started the partnership with a real understanding of the needs of pabc and how we could help, and we take that approach to everything we do Row: And lastly we’ve touched on just a few of our partnership priorities today, and the key to our success has been utilising multiple channels, particularly in fundraising, focusing on getting a few just right!
- Suggest one of us reads out short part of recent customer feedback I would like to tell you about the fantastic support I’ve received from a Macmillan pharmacist... My brother was diagnosed with cancer...his GP mentioned early on that a Macmillan trained pharmacist was available in the Boots pharmacy.... My brother was very poorly on Tuesday. I couldn't get hold of his GP or nurses, so I went into your store and asked for the Macmillan pharmacist... Paula could not have been more wonderful, so calm and reassuring; just being able to speak to her relieved some of my burden. We talked through his symptoms and she made some practical suggestions. She managed to get hold of the nurse and spoke to the GP on our behalf. She even rang me later in the day to check how things were by which time we’d received a visit from the GP and spoken to the nurse - all thanks to Paula. ...I don't know how we’d have got through this week without her support. I’m so glad the GP told us that our pharmacist had Macmillan training..Knowing we have access to such support and knowledge on our doorstep gives us great comfort.”