Direct S3 advertising alive
April 18, 2016
DIRECT-to-consumer
advertising for S3 products
is still on the agenda
according to a statement
by the Australian Self
Medication Industry.
The organisation claims
the current restrictions
on the advertising of
S3 medicines prohibits
consumer awareness of these
medicines, which means consumers
may continue to consult GPs for
conditions which could be safely
managed by pharmacists.
ASMI advocates for the removal
of restrictions on the advertising of
S3 medicines and in consultation
with the Pharmacy Guild and
PSA, has announced the release
of a new model of S3 consumer
communication that emphasises
the role of the pharmacist.
The alternate model of S3
advertising (pictured) involves
three elements: information
about the disease or condition,
branded product information,
and the pharmacist’s role in
determining whether the medicine
is appropriate.
In this S3 model, unlike the
S2 model, the brand awareness
component takes a secondary role
to the educational aspects of the
communication, ASMI explains.
In conjunction with the University
of Technology Sydney, ASMI
developed a ‘mock ad’ for a
fictitious brand of S3 medicines
enabling the Centre for Health
Economics Research and Evaluation
(CHERE), to test its impact on
consumers, pharmacists and
pharmacy assistants.
The research results will be
available in the second half of this
year, said ASMI.
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