Target Pharma is a Greek pharmaceutical company that produces dermocosmetics and pharmaceutical products, available exclusively in pharmacies. Its portfolio includes three distinct brands: Target over-the-counter medicines, the Hydrovit dermocosmetics line and the Biotrin care line.
The challenge was to give each brand its own voice on social media without losing the credibility the healthcare sector demands.
DigitalUp took on content creation for Target Pharma’s social media, with a distinct visual language for each product line.
About the project
On social media, a pharmaceutical product has just a few seconds to get its message across: what problem it solves, who it’s for and why people should trust it. And it has to do so while following the advertising rules that apply to over-the-counter medicines.
Target Pharma had an extra requirement: three brands with different audiences and different tones. Target products address specific problems, such as fungal infections and hair loss. Hydrovit speaks to everyday care for sensitive skin. Biotrin introduces new products, such as MICO+.
The goal was threefold:
- Make each brand visually distinct, so it stands out in the feed.
- Explain each product clearly, with the problem and the solution in a single image.
- Convey credibility, as befits products recommended by doctors and pharmacists.
What we did
01. Social Media Content Creation
02. Art Direction & Product Visuals
Our approach was based on a distinct visual language for each brand, with a common thread: the product at the center and a message that reads at a glance.
01/
Social Media Content Creation
Every post starts with a simple question: what problem does the person seeing it have?
- Short, direct headlines that speak the audience’s language, such as “Fungal infection? We’ll end it in 7 days” and “Don’t cover up the problem. Treat it!”.
- A clear hierarchy: problem, product, key ingredient or benefit, with no unnecessary information.
- The mandatory OTC medicine label (ΜΗ.ΣΥ.ΦΑ.) built into the design, not tucked away as a footnote.
- Launch posts (NEW PRODUCT) for new products, such as Biotrin MICO+.
Content that informs without alarming and persuades without exaggerating.
02/
Art Direction & Product Visuals
Each brand’s visual language was built around its packaging colors.
- Target: blue and green, warm neutral backgrounds and elements that hint at the problem, such as mushrooms for fungal infections.
- Hydrovit: yellow highlights and pink, close-up images of skin and texture, and feathers for gentle care.
- Biotrin: white, green and orange, a minimal editorial look and large, thin typography.
- Product shots in everyday settings, such as the bathroom and shower, so the product is shown where it’s actually used.
Three brands, three personalities, one consistent sense of quality.
Goals & Vision
Target Pharma now has a social media presence that matches the quality of its products.
- Brands that are instantly recognizable in the feed, each with its own character.
- Content that helps consumers find the right solution at the pharmacy.
- A visual system ready to take on new products and new lines.
The goal is for every post to build trust, because in healthcare, trust is what matters most.
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