The Guild’s Discover More, Ask Your Pharmacist campaign is about to enter Phase Two, with the launch of its new chapter.
Guild executive director David Quilty reports in this week’s edition of Forefront that the campaign, which was rolled out in 2014, is entering a new phase designed to strengthen community pharmacy’s position among consumers as a trusted source of health service and advice.
Quilty says he wants to see as many pharmacies as possible take part.
Post-campaign research after Phase One, which featured pharmacists in the animated town of ‘Whatchoocan-Sea,’ 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.
“The target audience for Chapter One was women aged between 24 and 45 and building on this, Chapter Two’s target audience has been expanded to include women aged up to the age of 55, which includes women ‘caring up’ for parents and ‘caring down’ for children,” says Quilty.
“The campaign’s objective is to encourage more customers (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.
“It’s an unequivocal message that community pharmacy is where you need to go to get the best advice from healthcare professionals who rank consistently as the most trusted in Australia.”
Quilty says the launch is timely, given an increased need for the Guild to advocate for member pharmacies in the light of the upcoming Pharmacy Remuneration and Regulation Review.
“Our approach to the review is to see it as an opportunity to highlight the great and important work being done by community pharmacies, and the need to ensure their viability and their pivotal role in the health system,” he says.
Chapter Two is set to include 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 campaign website features ‘find a pharmacy’ and video presentations from real pharmacists on featured healthcare services.
The animated ads will highlight healthcare services provided by community pharmacy, specifically baby care and asthma care (caring down for children) and medications management and diabetes care (caring up for parents).
“The call-to-action is clear: Think Pharmacy First. Ask Your Pharmacist,” Quilty says.
“All the online ads direct the audience to the askyourpharmacist.com.au campaign website.
“Underpinning the campaign will be the key messages that the health of our loved ones can be a challenge but your community pharmacist and pharmacy staff are qualified to help.
“Consumers are urged to look for the Gold Cross at their pharmacy and to be confident that whether it’s baby care, asthma, diabetes or managing your medicines, the staff at the local community pharmacy can help.”