“On se rejoint tellement.”

Who is Proxim?

Proxim has over 270 affiliated pharmacies, including the Proxim and Proximed banners, across the province of Québec. With its unmatched customer service and extensive network of pharmacies, McKesson Canada made a strategic decision to support all pharmacist-owners with their human resources and recruitment needs. Therefore, the creation of its employer brand was a significant step in response to this strategic decision.

Our mandate

• Employer brand image
• Photoshoot
• Internal and external deployment plan
• Career site
• Marketing materials

Exploration Stage

With so many Proxim-affiliated pharmacies across Quebec and a variety of professions within them, the challenge was significant. The unique methodology of sept24 helped to understand the foundational culture of Proxim-affiliated pharmacies: the impact on people’s health, the opportunity to put ideas into action, and a strong sense of human connection.

Our team also presented the research findings to Proxim-affiliated pharmacist-owners, to keep them engaged in the process. The research highlighted the close relationship with patients that is so distinctive in the Proxim employee experience.

Creation Stage

The objective behind the visual concept was to subtly highlight proxifleur, a key symbol in the identity of this banner, while showcasing groups of employees in their work environment. Marked by the tagline ” On se rejoint tellement.,” the visual concept effectively illustrates how employees come together through the core values they embody: proximity, empathy, and the well-being of their patients. Through this tagline, it also conveys a shared vision and invites potential candidates to apply and join a Proxim-affiliated pharmacy.

Results

Investing in the creation of the employer brand for Proxim was a strategic and essential decision to support the affiliated pharmacist owners in the needs they expressed to us. As an organization, it is crucial that we provide them with resources that reflect their values. This allows them to focus on maintaining the quality of care provided to patients and to stand out in such a competitive sector, emphasizes Erick Gagné, President and CEO.

The employer brand was unveiled to pharmacist-owners at an annual convention and will be rolled out externally through campaigns and various activations. Maybe you’ll see it at a pharmacy near you.