Home' Australian Pharmacist : Australian Pharmacist August 2013 Contents 74 Australian Pharmacist August 2013 I ©Pharmaceutical Society of Australia Ltd.
BUSINESS AND INDUSTRY NEWS
such as Nurofen Plus, can increase customer
loyalty and profitability.
Nick Logan has taken on the role of
PainSmart Challenge mentor.
He said that supporting the S3 category
is simply better for the customer, better
for pharmacy (or the profession) and
ultimately, better for business.
Central to successfully maximising the
S3 category in the pharmacy channel is
positioning the community pharmacy as a
The hero PainSmart Challenge
• Lillian and Jonathan Chen - Pharmacist
Advice, Hammondville, NSW
• Sarah McInerney -- General Manager,
Dispensary & Professional Services, RX
• Nathan Lim - Priceline Pharmacy, World
Square, Sydney CBD
• Anita Kircher - Soul Pattinson Chemist,
As part of the PainSmart Challenge process
and in consultation with Nick Logan and
their 'S3 hero peers', participants were asked
to review their S3 operations and deliver a
PainSmart / S3 focussed business plan in
July. The business plans will incorporate
ordering, pricing, marketing workflow,
resourcing and training -- which includes
the soon-to-launch 8th PainPod training
module 'Hard to treat pain' designed for
pharmacists and pharmacy assistants.
PainSmart Challenge participants will
have regular check-ins with Nick Logan
over the next nine months, with their
results announced at APP 2014. To learn
more about PainSmart or sign up for
the PainSmart Challenge, visit www.
Medikidz tackle melanoma
Bristol-Myers Squibb and Melanoma
Patients Australia have launched Medikidz
Explain Advanced Melanoma, an educational
resource to help Australian families discuss
the difficult news about an advanced
melanoma diagnosis with children.
Tilly Ryan, Chief Executive Officer, Melanoma
Patients Australia said: 'Helping families
understand and explain a diagnosis of
advanced melanoma can be daunting,
particularly when breaking the news
to children. Medikidz Explain Advanced
Melanoma is a valuable addition to our
resources to support families dealing with
Melanoma, 'Australia's cancer' is the third
most common form of cancer in Australian
men and women1 and the most common
cancer in young people aged 15--29.2 Each
year, more than 12,000 Australians are
diagnosed with melanoma.1 Advanced or
metastatic melanoma is one of the deadliest
forms of cancer and claims the lives of about
1,500 Australians every year.1
Medikidz Explain Advanced Melanoma was
developed for the Australian community
by Bristol-Myers Squibb and Medikidz,
a children's medical education company.
The Medikidz superhero characters explain
how advanced melanoma develops, the
stages of disease and treatment options,
using visual language and scenarios children
can relate to.
Anthony Mancini, Managing Director, Bristol-
Myers Squibb Australia and New Zealand
said: 'This innovative resource embodies
Bristol-Myers Squibb's commitment to
help patients prevail over serious diseases.
Medikidz Explain Advanced Melanoma will
make it easier for parents to tell their children
about why a family member is unwell and
what lies ahead. We are delighted to partner
with Melanoma Patients Australia which will
ensure this resource gets to the families who
need it most'.
The book and information about support
for individuals and families affected
by melanoma is available at www.
1. Australian Institute of Health and Welfare. Cancer in Australia
2012: an overview. Cancer series no. 74. Cat.No CAN 70.
2. Australian Institute of Health and Welfare. Cancer in adolescents
and young adults in Australia. Cancer series no. 62.Cat No CAN
PainSmart Challenge to build
S3 counselling role
By Andrew Daniels
has enlisted the
support of Sydney
Logan to challenge
pharmacy owners to
revisit and refocus on
At a media launch in Sydney last month Mr
Logan, who owns Nick Logan Pharmacist
Advice in Artarmon, said that in his
pharmacy S3 medicines made up 24% of
the broad front of shop (including S2 and
He said that when people come into
the pharmacy looking for assistance for
whatever ails them -- for example PPIs --
and they were more interested in talking
about getting something that works than
talking about what is cheapest.
'It isn't all about price! Price is only the
sixth most influential factor in deciding
on a purchase. Almost half of pharmacy
shoppers don't even consider price.
'The higher the value of the advice the
more customers are willing to ignore price.
They just want something that will treat
whatever their problem is,' Mr Logan said.
'At the end of the day, customers want
a knowledgeable and accessible local
pharmacist who can help them achieve
positive health outcomes. Customer's value
the personal health advice and the add-on
support that a pharmacist can provide.
Whether it's printed information -- such
as a Self Care Fact Card -- a consultation,
recommendation or a referral from the
pharmacist, it all adds to the professional
image of the pharmacy.'
Reckitt Benckiser has developed PainSmart
to encourage pharmacists to embrace
and grow the S3 business. PainSmart
recognises that front-of-shop sales are fast
becoming critical in pharmacy and the S3
category represents a huge opportunity for
The PainSmart Challenge will follow real
life case pharmacy studies and aims to
demonstrate how supporting S3 brands,
'The higher the value
of the advice the more
customers are willing to
ignore price. They just
want something that
will treat whatever their
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