‘Caring up’ for parents and ‘caring down’ for children are to be a focus of the second phase of the Ask Your Pharmacist consumer campaign, which is designed to strengthen community pharmacy’s position among consumers as a trusted source of health service and advice.
The creative approach of Chapter One centred on an animation of a community pharmacy run by a husband-and-wife team (Eugene and Petunia) providing a range of health services in the town of ‘Whatchoocan-Sea’.
Post-campaign research showed 75% 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.
Chapter 2 of the campaign begins on June 18 and targets women aged between 24 and 45, a grouping which research shows includes women ‘caring up’ for parents and ‘caring down’ for children.
The campaign’s objective is to encourage these carers and other consumers 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.
It’s an unequivocal message that community pharmacy is where people need to go to get the best advice from healthcare professionals who rank consistently as the most trusted in Australia, the Guild says.
In Chapter Two, the campaign will again feature animation and the pharmacy in Whatchoocan-Sea’ as well as including digital ads, display ads in relevant online publications, mobile targeting and search engine maximisation. The campaign will also include in-store material including staff badges, prescription backs and fridge magnets.
The call-to-action is clear: Think Pharmacy First. Ask Your Pharmacist. Underpinning the campaign will be the key messages that the health of our loved ones can be a challenge but community pharmacists and pharmacy staff are qualified to help, the Guild says.