New Ad Campaign Tells Story, Makes Connections, Gives Viewers that “A-ha” Moment
Source: Chain Drug Review
The ads feature the tagline “Pharmacies. The face of neighborhood health care.” They support that theme with messages about pharmacies and pharmacists, including their convenience, accessibility, expertise, prevention of drug interactions, and counseling of patients to take medications as prescribed.
“Today we are announcing a major campaign to tell our story like never before,” Anderson said. “We are turning up the volume on this central message: Pharmacies are essential to health care.”
Members of focus groups for the ads had an “aha” moment when they appreciated the vital role of pharmacy in the health care system, Anderson noted.
“Personally, they had benefited from pharmacy services many times,” he said. “They had obtained a prescription when away from home. They enjoyed access to pharmacists’ advice and medicine when a child was in need. They knew a pharmacist helped an elderly parent when a new drug was prescribed. They trusted that someone was going to help ensure they weren’t taking incompatible medications.
“But they just hadn’t made the connection that pharmacy is part of the health care system and should be treated that way in public policy.”
You must be logged in to post a comment.