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CONTINUING PROFESSIONAL DEVELOPMENT
Marketing the service
To successfully market the service, you
need to make sure you cover at least the
following four key areas:
1. Internal marketing through people:
make sure all members of your staff
are able to describe the service to
every identified potential customer.
Incentives for achieving KPIs around
the service delivery are a strong
2. Internal marketing through point
of sale (POS): POS posters, leaflets,
signs, banners or similar materials
advertising the service are essential to
create interest among customers.
3. Local area marketing (LAM): LAM is
a very effective way to market your
service. It may include placing an
advert in the local paper, putting up
posters at the local library or getting
a promotional slot at the local radio
station. Social media, such as posts on
local community Facebook pages, can
also drive interest in the service.
4. Telecommunication marketing:
send out promotional SMS/ APP
messages to your customers. This
SMS platform can also be used as a
regular communication method with
customers who are already receiving
the service, and to get them coming
back to your pharmacy for regular
reviews. You can SMS this group
about exercise or healthy eating, offer
promotional discounts on products
(e.g. blood glucose monitors) or invite
them to an educational evening
session in the pharmacy with a
To successfully implement a diabetes
service in his pharmacy, Mr Ling will
follow the simple six‐step innovation
process. These are: identification,
immersion, insight, ideas, impact and
implementation. Mr Ling will also ensure
that he involves and trains all his team
members and promotes the service in
the store using POS posters and leaflets.
He has engaged a local marketing
company to help market his service
to the local community. Mr Ling is
differentiating his pharmacy from the
discounters by providing a needed
service addressing obesity and
diabetes. His pharmacy is now a health
destination in the local community.
TAKE HOME MESSAGE
A pharmacist is an ideal heath
professional to offer a diabetes service
to members of the local community.
1. Australian Institute of Health and Welfare. How many
Australians have diabetes? 2014. At: www.aihw.gov.au/
2. Diabetes: the silent pandemic and its impact on Australia.
Baker IDI. 2012. At: https://static.diabetesaustralia.com.au/s/
3. Department of Health. Sixth community pharmacy
agreement. 2015. At: http://6cpa.com.au/medication-
4. Department of Health. Supporting pharmacist delivery of
primary health care services through the pharmacy trial
program discussion paper. 2016. At : www.health.gov.au/
5. Cranor CW, Bunting BA, Christense DB. The Asheville
project: long-term clinical and economic outcomes of a
community pharmacy diabetes care program. J Am Pharm
Assoc( Wash) 2003;43(2):173–84.
1. How many people are estimated
to have undiagnosed diabetes in
2. What does ‘internal marketing
through people’ involve?
a) Training of staff.
b) Sending out SMS messages to
customers’ mobile phones.
c) Setting key performance indicators and
3. Implementing a service is often
hard. What is the key element that
is often missed or not given enough
c) Local area marketing.
d) All of the above.
4. Why is community pharmacy an
ideal environment to offer a diabetes
a) Pharmacists in a community pharmacy
are readily available, trusted healthcare
b) Pharmacists are well positioned in
the community to offer advice on
medicines, health and wellness to
all their customers through a health
promotion or service.
c) Diabetes services in community
pharmacies have been shown to help
patients maintain clinically meaningful
improvements in their glycaemic
control over time.
d) All of the above.
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