from dispensers of medicines to dispensers of health

Vision

Pharmacy Voice approached Salix to develop a long-term strategy for community pharmacy to help unify a key but fragmented health care sector, challenge public perceptions and engage policy makers.

Action

Qualitative research showed community pharmacy could play a significant role in supporting public health, while quantitative research, undertaken by YouGov, showed the potential of pharmacy as a community asset was little understood by the general public.

Salix launched Dispensing Health via the national media, supported by two white papers, Who Do You Think We Are and We Are Primary Care. We invited the BBC Health Editor to have his flu jab in a pharmacy and the Secretary of State for Health to visit a local pharmacy for health advice, which achieved headline coverage on every major broadcast channel.

The Dispensing Health campaign ran for three years, incorporating Dispensing Health in Later Life and Dispensing Health Equalities as we dug deeper into the wider and vital role community pharmacy can play in supporting community health.

uplift in public awareness of 18 %

Change

The campaign launch achieved more than 150 pieces of on message coverage in national print, broadcast, digital and specialist health media including The Times lead health story, front page cartoon, letter to editor and leader, BBC prime news slots, ITV Daybreak and Sky. This led to an uplift in public awareness of 18 % over a 12 month period. The ongoing campaign featured regularly in influential print and broadcast outlets, leading to a shift in government policy and exceeded all Pharmacy Voice's KPIs.

"Pharmacy Voice engaged Salix & Co to put community pharmacy on the map. Their conceptual thinking and outstanding media skills led to a multi award-winning campaign that raised national awareness and secured political engagement very effectively, and without question delivered a significant return on investment. They certainly got our sector noticed and opened up conversations we had struggled to get in the past."

Professor Rob Darracott, Chief Executive, Pharmacy Voice