New Guild ad campaign
May 2, 2016
The Pharmacy
Guild of Australia
has launched
the second stage
of its consumer
campaign,
which aims to
“strengthen
community
pharmacy’s position among
consumers as a trusted source of
health service and advice”.
It follows the 2014 debut of
the ‘Discover More. Ask Your
Pharmacist’ promotion, with the
new iteration featuring the Guild’s
Gold Cross brand prominently
after research showed
recognition of the symbol reached
54% in the first phase.
The target audience for chapter
one of the campaign was women
aged 24-45, with the scope
broadened in the new promotion
to include women aged up to
55, including those ‘caring up’
for parents and ‘caring down’ for
children.
It aims to encourage more
customers to visit their local
pharmacy for advice and services.
Post campaign research from
the first phase showed 75% of
customers has
used a pharmacy
between two
and six times a
year were more
likely to consider
using a pharmacy
for advice or
treatment after
seeing the TV ad.
In Chapter 2, the campaign will
have a strong digital focus, and
include digital advertising, display
ads in relevant online publications,
mobile targeting and search engine
optimisation.
There will be in-store collateral
for the campaign including staff
badges, prescription packs and
fridge magnets, while the website
at www.askyourpharmacist.com.au
will have a ‘find a pharmacy’
feature and video presentations
from real pharmacists highlighting
a range of healthcare services
including baby care, asthma,
medications management and
diabetes care.
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