Why direct mail is just what the doctor ordered for Lloydspharmacy

For Lloydspharmacy, using direct mail to target potential customers for its services is proving to be just what the doctor ordered.

Its latest mailout, advertising the benefits of the company's Substance Misuse Service, is going out to local community action teams to help their clients beat their problems with drugs and alcohol.

In this exclusive interview with the Mail Media Centre Peter Wilton, Lloydspharmacy's head of brand and marketing communications, explains the value that mail holds in the marketing mix today and why its future is secure.

In addition he passes on his learnings and top tips to fellow marketing practitioners.

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