Pharmacy campaign recognised in advertising industry

Forefront

Date: 2 September 2015

The Guild’s national consumer campaign that highlighted the expanded role of community pharmacy in Australia is making waves in the advertising and promotional products industry.

The ‘Discover More. Ask your Pharmacist’ campaign was hailed a success after research found that customers who use a pharmacy less frequently were more likely to consider using a pharmacy for advice or treatment after seeing the Discover More TV commercial.

Over the course of the campaign, recognition of the Gold Cross logo reached as high as 54 per cent, up from the pre-wave figure of 45 per cent.

The strategy also played a crucial role in a larger lobbying strategy designed to remind the government of their long standing investment in the current model of community pharmacy.

A video mailer that was sent to every representative of federal parliament displaying the value of community pharmacy recently won a prestigious industry award.

The video when opened played the 30 second Discover More TV commercial along with a message from Pharmacy of the Year 2014 winner Samantha Kourtis talking about the expansion of her services and asking for support for community pharmacy.

The mailer won the Gold Award in the Direct Mail Promotion category as part of the Australasian Promotional Product Association (APPA) 2015 awards.

Judges said the mailer “cleverly reinforces the brand” with phenomenal production value, quality and high retention appeal.

Contact: Christopher Davis

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