How Pharmadepot Puts a Human Face on Pharmacy Delivery

Why CONTACT Agency Bet on Narrative Over Feature-Led Pharmacy Advertising

GEPHA reports 300,000 active users and 15,000 monthly paying users across its e-commerce platform, with 900 average daily orders, according to pharmadepot.ge. Those figures represent a meaningful digital base for a market the size of Georgia, yet they also indicate that the majority of Pharmadepot's customer relationships — across 297 physical stores and 1.9 million loyalty-card holders, per pharmadepot.ge — remain rooted in in-person trust. The strategic tension CONTACT agency had to resolve was how to transfer that trust to a delivery app without sacrificing the warmth consumers associate with their local pharmacist.

The global online-pharmacy market was estimated at approximately 109.74 billion US dollars in 2023 and is forecast to reach approximately 286.26 billion US dollars by 2029, representing a compound annual growth rate of approximately 17.33%, according to data cited by drugstorenews.com. That growth context matters in Georgia, where Pharmadepot competes in a consolidating pharmaceutical retail landscape. Competitors operating digital-first pharmacy or health-delivery models — including international platforms expanding into Eastern European and Caucasus markets — tend to lead with speed, price, and catalogue breadth. CONTACT's decision to lead instead with empathy and professional identity positions Pharmadepot as the emotionally intelligent alternative: a service delivered by pharmacists who care, not algorithms that fulfil. The insight driving this approach is that consumers seeking healthcare services weight trust and emotional connection alongside functional convenience, and that a pharmacist's daily human routine, made visible, is itself a brand asset.

Directing a Pharmacist's Day Into a Pharmadepot Brand Film

Gogita Chikvaidze directs the Pharmadepot App Delivery film, serving simultaneously as one of two creative directors alongside Kato Bubuteishvili. That dual role — creative director and director — gives the film a unified authorial vision, with the narrative logic of the script and the visual logic of the camera answering to the same creative mind. Copywriter Elene Gogoladze shapes the written framework of the story, while director of photography Giorgi Mkheidze is responsible for translating the warmth of the concept into visual texture. Production designer Iziko Baramidze constructs the physical world the pharmacist moves through, from domestic morning space to pharmacy floor.

The production structure reflects a commitment to craft in service of authenticity. Executive producer and first assistant director Ana Amashukeli oversees both the logistical and creative continuity of the shoot. Focus puller Goga Karbelashvili and cameraman Bacho Iakobidze support the cinematographic execution, contributing to a production team assembled to capture naturalistic, observational footage rather than stylised advertising imagery. Marketing manager Nana Amirgulashvili represents the client's perspective across the collaboration.

The creative format — a single video asset following a pharmacist from home through a working day in Georgia — is deceptively simple. Day-in-the-life filmmaking is a well-established documentary grammar, and its application here borrows that grammar's claim to authenticity. The camera accompanies rather than performs. The pharmacist's warmth is shown in routine gestures and customer interactions rather than declared through voiceover superlatives. For a healthcare delivery app, that restraint is a credibility argument: Pharmadepot's customer service is not a campaign promise but an observable professional reality.

Measuring What the Pharmadepot Delivery Film Actually Achieved

The campaign's archive record shows 336 views, zero likes, and zero comments on the archive page as documented at the time of submission. These figures reflect archive engagement rather than campaign reach in the Georgian market, and no verified performance data — including broadcast ratings, app download uplift, or brand tracking results — is publicly available for the Pharmadepot App Delivery campaign. No awards for this campaign are documented across Cannes Lions, the Effies, The One Show, D&AD, the Clios, the Webby Awards, or WARC.

Structural analysis offers a more productive frame for evaluating the work's effectiveness. The film's strategic placement in 2023 — the year Pharmadepot's online-shopping webpage launched, per pharmadepot.ge — aligns the campaign with a critical adoption window. A narrative-first healthcare film designed to transfer in-store trust to a delivery app addresses a genuine and documented consumer barrier: the reluctance to shift from a known, face-to-face pharmacist relationship to an impersonal digital transaction. The campaign is structurally sound in that respect. Its limitation, reflected in the Clapboard Score of 46 out of 100, lies in the absence of verifiable evidence that the creative execution achieved measurable behavioural or attitudinal change, and in the modest documented distribution of a single-asset campaign in a market where GEPHA's own data indicates significant room for digital-service growth.