Protecting Hertfordshire pharmacists during Covid-19 epidemic
Vision
Hertfordshire Local Pharmaceutical Committee (LPC), represents 240 community pharmacists across Herts.
Following Government guidance, pharmacists implemented social distancing in pharmacies – leading to queues and slower than usual service. Additionally, pharmacies were facing some stock shortages, staff absences and a significantly greater workload as GP surgeries restricted their consultations.
Some pharmacists experienced verbal abuse from impatient customers and there was concern for their personal safety.
The LPC approached Salix to raise awareness of the issues pharmacists were facing and to ask the people of Hertfordshire to respect their pharmacies or risk losing some of their services.
Action
Salix developed a short media-led campaign, targeting local broadcast and print / online media with the hard-hitting message, “If you abuse us, you may lose us…”.
Two spokespeople were identified and briefed. The campaign, lasting two weeks, was amplified through social media.
Coverage in broadcast, print and online media plus 432% increase in impressions on key messages
Change
Over a week, the campaign achieved broadcast coverage on BBC Three Counties Radio, Radio Verulam and East Herts Community Radio with extensive interviews. Print / online media included local titles covering the areas of Bishops’ Stortford, St Albans and Hemel Hempstead.
Our refreshed design on social media platforms led to a 432% increase in impressions on key messages during a two week period. The campaign also saw a 238% increase in page views on Facebook.
"I was very happy with the results Salix achieved in a short period. They persuaded us to take a robust line with the media and that has paid off with the coverage we’ve achieved."
Helen Musson, Herts LPC Chief Officer
