Pharmacy2U announces Loose Women lead sponsorship 

Your family's health, sorted in one place

  • Pharmacy2U, the UK’s largest online pharmacy has announced a year-long lead sponsorship of ITV’s Loose Women 

  • The partnership with the hit daytime panel show launches Monday (27 April), planned and executed by creative agency IMA 

  • The announcement comes as Pharmacy2U has recently passed the two million patient milestone, unveiled its new app and health hub, and relaunched its branded Pet Health service 


Pharmacy2U, the UK’s largest online pharmacy, has announced a year-long lead sponsorship of flagship ITV panel show, Loose Women.  

The campaign, planned and executed for Pharmacy2U by IMA, launches next Monday (27 April). It will feature a series of bespoke idents and YouTube content designed to reflect real-life health conversations across the UK and promote Pharmacy2U’s range of services, including its dedicated women’s health section. 

The announcement comes after a standout year for Pharmacy2U, which recently broke through the two million patient milestone. In the last 12 months, the Leeds-based company has launched its new app and health hub, relaunched its Pet Health service The PharmPet Co under the Pharmacy2U brand, and completed a series of strategic acquisitions, including Care Quality Pharmacy, one of the UK’s largest care home pharmacy providers.  

The sponsorship is IMA's first campaign for Pharmacy2U since the agency’s appointment to support the brand across comms strategy, campaign creative, ATL media and production. 

Pharmacy2U and Loose Women share a common heritage, having both launched in 1999, and gone on to become key players in their respective industries.  

One of ITV’s most popular daytime programmes, Loose Women continues to attract a loyal and engaged audience, with around 2.3 million viewers tuning in every week across the UK. It also has a key focus on promoting awareness of health issues, including mental health, weight loss and the menopause. Pharmacy2U has more than a million female customers and four in five of its family accounts are managed by women, looking after the healthcare needs for their whole family.      

Glyn Williams, Chief Marketing Officer at Pharmacy2U, said: “Loose Women on ITV is a natural fit for us, aligning with both our audience and aims. The programme’s open, honest conversations mirror our mission to empower people to take control of their wellbeing through an accessible digital health platform. Through the sponsorship, we hope to connect more people to our team of expert clinicians and encourage more stigma-free discussions about health into the mainstream.” 

Sue Walton, Executive Producer, Multistory Daytime – ITV Studios, said: “We're delighted Pharmacy2U are the brand new sponsors of our award-winning flagship show Loose Women. We're back with viewers at lunchtime Monday to Friday with our vibrant family of panellists for live topical debate, heartwarming shared experiences and always, a laugh at lunchtime. We look forward to welcoming Pharmacy2U on board as they partner with Loose Women.” 

Bhavit Chandrani, Director of BE Studio from ITV, added: “We are delighted to welcome Pharmacy2U as the new headline sponsor of Loose Women. As a show that thrives on authentic conversation and community, it provides the perfect platform for a brand dedicated to making healthcare simpler and more accessible. This partnership is a fantastic example of how BE Studio can partner with a modern, digital-first service and connect them to the show that our audience truly values and trusts.” 

The sponsorship will be amplified across Pharmacy2U’s website and social platforms.