Judy Viitanen and the PRimage team have a strong reputation and proven track record in consumer healthcare communications. And the team maximises every opportunity in our consumer messaging and lobbying to remind the public that their local pharmacy is a superb and accessible resource for expert and friendly advice on everday minor ailments and the safe use of medicines.
For many years Judy co-ordinated the NPA’s successful industry generic ‘Ask You Pharmacist – You’ll Be Taking Good Advice’ advertising and PR campaign in women’s magazines and the regional media. But we haven’t seen many of these effective ads in the leading women’s magazines for several years now. Seems a shame (and a missed opportunity),especially with the issues surounding GP access — many people have problems getting a doctor’s appointment – and their local pharmacist is a valuable ‘first port of call’ for healthcare advice.
So we totally agree with The Pharmaceutical Services Negotiating Committee (PSNC) and the Proprietary Association of Great Britain (PAGB) that there is a need for a ‘Pharmacy First’ public awareness campaign to highlight the advice provided by pharmacists and to encourage the public to use pharmacy as a first port of call for minor ailments. This follows the All Party Parliamentary Group on Primary Care and Public Health Group’s recent inquiry into GP access.
As a specialist communications consultancy, the experience and advice from PRimage is that any new pharmacy campaign needs to be as robust and high profile as possible – with a generic message pitched and positioned at all pharmacy users. Plus key comms messages at target groups, especially young people, men, mums with childen, and the elderly and their carers. To be effective, the campaign should feature in all the relevant magazines….publishers such as IPC Magazines have a portfolio of titles to suit all these demographic groups. Watch this space …..