1. Ailing Audrey

2. Ailing Audrey

3. Ailing Audrey

4. Ailing Audrey
• A widow who lives in a less affluent area
• Has never been health conscious but is now feeling the effects
• Can’t afford to stop working although she’d like to
• Is trying to be more healthy and has taken some positive steps
- Can’t resist the temptation of unhealthy foods sometimes
• Family is important to her; enjoys spending time with her grandchildren
• Likes to spend a night in front of the TV, or reading books or womens magazines
• Perfect night out would be a pub meal or a trip to the bingo

5. Ailing Audrey

6. Ailing Audrey

7. Ailing Audrey

8. Ailing Audrey
• Equally happy to visit the doctor or pharmacist
• Likes the idea of health checks at the pharmacy
• Wants to be able to get as much as possible at the pharmacy
• Would consider branded or unbranded medicines or
household products
• Likes being able to look at in-store leaflets
• Uses a self diagnosis machine to monitor blood pressure
• May pick up a number of items when getting her prescriptions
• Household items, over-the-counter medicines and beauty products
• Very price conscious and always looking out for offers
• Likes to stick with brands of beauty products that she’s been using for a long time

9. Ailing Audrey

10. Key words for Audrey

11. Key words for Audrey
low prices & promotions
prescriptions & advice
additional services
personal touch