PILLTIME

Launching a pharmacy disruptor with a powerful message for carers

5 million

reached via TV and radio interviews secured

national research project commissioned into unpaid carers’ mental load

high-profile spokesperson activated – Dr Hilary Jones featured across broadcast media

news-led campaign launched to coincide with Carers Rights Day, kickstarting consumer awareness

AMBITIOUS took the time to really understand the business and what we hoped to achieve. The results were far beyond what I might have expected.

Head of Marketing
PillTime

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News-led campaign to put unpaid carers and prescription stress in the spotlight

INSIGHT

PillTime is an NHS-certified online pharmacy with a mission to simplify life for people managing multiple prescriptions. Their innovative pouch system with medication sorted and labelled by time of day helps prevent overuse, missed doses and confusion. With over six million people in the UK taking five or more medications daily, and nearly half not taking them as prescribed, the stakes are high. The cost to the NHS is estimated at £2.5bn annually. PillTime wanted to shift from B2B to consumer awareness and asked AMBITIOUS to help launch their brand to the public, with a focus on unpaid carers who often bear the burden of managing prescriptions for others.

IDEAS

We developed a communications strategy that would resonate emotionally and practically. Our campaign centred around International Carers Rights Day, a key moment we identified for newsjacking and awareness. To build a compelling media story, we commissioned original research among unpaid carers, uncovering high levels of stress and lack of support. These insights formed the backbone of our media relations strategy, allowing us to craft editorial content that was both timely and newsworthy.

PillTime already had a working relationship with ITV’s Dr Hilary Jones, the nation’s favourite GP, and AMBITIOUS leveraged this to offer interview time to radio and TV stations. With his medical authority and public trust, Dr Hilary was able to articulate the emotional and practical stressors faced by unpaid carers. He explained how PillTime could offer peace of mind to those worried about loved ones taking the right medication. We introduced PillTime to a range of regional and national media platforms and secured quality earned coverage across 11 broadcast interviews, including a flagship slot on ITV Borders’ early evening bulletin.

IMPACT

The campaign successfully launched PillTime into the consumer space, generating media coverage that raised awareness of both the brand and the challenges faced by unpaid carers. The research findings gave journalists a strong hook, while the timing around Carers Rights Day amplified reach. With Dr Hilary Jones as a credible and compassionate spokesperson, the campaign reached more than five million people and positioned PillTime not just as a pharmacy, but as a support system that offers peace of mind to carers and patients alike. The campaign laid the foundation for future consumer engagement and helped establish PillTime as a credible, compassionate disruptor in the pharmacy space.

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