These days the pharmacy is simply a place to go when you need a prescription filled. Gone are the days when a local pharmacist was a resource for information on day-to-day health problems. To remind people of such useful service, Brunet, one of the smallest pharmacy networks in Quebec, turned to radio. It partnered with the #1 show in Quebec, Veronique and The Fantastics, and created “The Fantastic Pharmacist,” a fully integrated weekly live segment in which Brunet pharmacist Catherine Plamondon discussed health issues with the show’s host (and admired Quebec celebrity) Veronique Cloutier. Outdoor ads also featured Plamondon, who became somewhat of a star. The effort had a direct impact on sales and in-store traffic, increasing overall sales by 8.8%.