Talking Heads: Getting the message out


It’s important to remind everyone why pharmacy is important, says David Quilty, Guild national executive director

The community pharmacy sector this year faces a formal review being undertaken by the Pharmacy Remuneration and Regulation Review panel – a process which the Pharmacy Guild sees as an opportunity to highlight the important work being undertaken on a daily basis by community pharmacies.

It is also a chance to stress the need to ensure the ongoing viability of community pharmacies and their pivotal role in the health system.

It is therefore timely that the Guild is preparing to launch the next phase of our very successful Ask Your Pharmacist campaign.

Underpinning the campaign are the key messages that the health of our loved ones can be a challenge but your community pharmacist and pharmacy staff are well-qualified to help in the often challenging task of caring for our own, and your family’s healthcare.  The campaign is designed to strengthen community pharmacy’s position among consumers as a trusted source of health service and advice.

The new phase, Chapter Two, follows the great success of Chapter One of the Discover More, Ask Your Pharmacist campaign in 2014. Surveys after this phase showed 75 per cent of customers who used a pharmacy between two and six times a year were more likely to consider using a pharmacy for advice or treatment after seeing the TV ad.

The initial campaign targeted women aged between 24 and 45 and Chapter Two builds on this foundation to include women up to the age of 55 – women ‘caring up’ for parents and ‘caring down’ for children.The new phase also reinforces the call to action of Chapter One with a new tagline – Think Pharmacy First. Ask Your Pharmacist.

The campaign aims to encourage more Australians (especially women aged 24-55) to visit their local pharmacy for advice and services. The message is that people should think about community pharmacy first when it comes to their health needs.

At the Guild we are confident the campaign will continue to strengthen community pharmacy’s position among consumers as a highly trusted source of health service and advice. Chapter Two also is exciting as individual pharmacies can take part and become pivotal players in the campaign.

Another aspect of Chapter Two is that the campaign website will feature a ‘find a pharmacy’ capability and video presentations from pharmacists while the animated ads will highlight healthcare services provided by community pharmacy.

The focus of these animated ads will underpin the ‘caring up and caring down’ theme of the campaign – baby care and asthma care (caring down for children) and medications management and diabetes care (caring up for parents).

I urged community pharmacies to register for Chapter 2 and become part of this exciting campaign.

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1 Comment

  1. Mouhamad Zoghbi
    02/06/2016

    With the increased possibility that medical centres will stop bulk billing and charge up to $25 patient fee, this campaign could not come at a better time.
    It’s paramount that pharmacies embrace this influx of patients by creating a patient focused approach that adds value beyond price. This in turn will build trust and long time loyalty that is the heart of a sustainable pharmacy.
    Well done David and the Guild team for helping raise the value of health outcomes, simply because patient’s want health outcomes beyond health care.

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