‘Pharmacy First’ launch
June 20, 2016
‘Caring up’ for parents and ‘caring down’ for
children are to be a focus
of the second phase of the
popular Ask Your Pharmacist
consumer campaign designed
to heighten community
pharmacy’s profile among
consumers as a trusted and
accessible source of health
service and advice.
Originally titled the Discover
More, Ask Your Pharmacist
campaign, and rolled out in
2014 by the Pharmacy Guild
of Australia, this second phase
aims to encourage more
customers (especially women
aged 24-55) to visit their local
pharmacy for specific information
and support.
Research following the first
campaign 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 second phase of the
campaign, or Chapter Two, began
on 18 Jun and targets women aged
between 24 and 45, a grouping
which research shows includes
women ‘caring up’ for parents and
‘caring down’ for children.
Animation is again an important
part of the project as well as digital
ads, display ads in relevant online
publications, mobile targeting and
search engine maximisation.
In addition, the campaign will
include in-store material including
staff badges, prescription backs and
fridge magnets, the Guild said.
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