A5 Strengthening the profession through great promotional campaigns

Tuesday 30 August 2016
Hilton Buenos Aires : Pacifico A, 1.5 hours

Organised by the FIP Community Pharmacy Section and the FIP Social and Administrative Pharmacy Section

Simultaneous translation in Spanish


Despite recent developments in pharmacy practice and increasing service provision by pharmacists, there still appears to be an overall lack of awareness of the potential role for community pharmacies within the health care system. Satisfaction and trust surveys are often favourable towards community pharmacists, who are highly regarded by the public, but expectations regarding the type and content of services that the pharmacist can offer are often low. This lack of knowledge crosses governments, societies and individual patients; all who could benefit from these added value services.

To tackle this lack of awareness and knowledge, associations representing community pharmacists have introduced public relations campaigns aimed at consumers themselves. These campaigns, or even the consumers in turn, may have influenced other stakeholders, such as governments and other health professionals in order to improve, maintain, and protect pharmacists’ professional reputation and interests, and to enhance the profession’s positive image through emphasising the critical health services pharmacy can provide, both now and in the future.

Learning objectives

At the conclusion of this application-based session, participants will be able to:

  1. Differentiate what is unique in public relations campaigns in the pharmaceutical field
  2. Demonstrate the impact of campaigns
  3. Challenge which messages used in different contexts have been more successful
  4. Adopt the communication channels and materials used.


Tara Hehir (FIP SAPS, Australia)



1)      Pharmacy Guild (Australia): Discover more. Ask your pharmacist

Paul Sinclair (FIP CPS, Australia)


2)      European #medsdisposal Campaign

Sini Eskola (European Federation of Pharmaceutical Industries and Associations; EFPIA, Belgium)


3)      Public relations campaign from Costa Rica

Cristina Fernández (Caja Costarricense de Seguro Social / Hospital San Juan de Dios, Costa Rica)