{"id":517,"date":"2015-01-23T11:24:10","date_gmt":"2015-01-23T17:24:10","guid":{"rendered":"http:\/\/www.rx-edge.com\/blog\/?p=517"},"modified":"2016-05-24T09:26:35","modified_gmt":"2016-05-24T14:26:35","slug":"delivering-messages-pharmacy-elevate-vaccination-awareness","status":"publish","type":"post","link":"https:\/\/www.instephealth.com\/blog\/delivering-messages-pharmacy-elevate-vaccination-awareness\/","title":{"rendered":"Delivering messages in the pharmacy to elevate vaccination awareness"},"content":{"rendered":"

\"Receiving<\/p>\n

In the last two or three years, there has been a noticeable increase in consumer-directed vaccination awareness efforts. Some are focused on specific brands; others are designed to drive knowledge about conditions that may be prevented through immunization. Most of the initiatives have taken place via \u201cthe usual suspects\u201d: namely, television spots, print advertisements, and digital marketing efforts. Now, I\u2019m happy to say, vaccine brands are seeing the light and are starting to include the pharmacy channel in their campaigns. As a communication platform, the pharmacy delivers on all the positive benefits of direct-to-consumer marketing: reaching a relevant audience, informing those who are at risk, and encouraging a conversation with a doctor or pharmacist.<\/p>\n

Drawing a straight line between program implementation and results<\/h2>\n

We just got an interim report that summarized the matched-panel test results from a recent 2014 flu vaccine awareness effort that we implemented in some of our network drugstore and supermarket pharmacies. Solutions at the Shelf\u2122 dispensers were placed in the Cold-Cough section. The clear, direct messaging focused on making consumers aware about their choices in flu vaccines and encouraging them to ask their healthcare provider about it and\/or visit a website to learn more. The program was timed to coincide with the start of the \u201cflu season\u201d and carry through for several weeks thereafter. Results to-date show that the in-store effort had a positive impact across the board \u2013 the vaccine product volume increased over 13%, and their category share expanded by 10.8%. The overall category benefited as well, with scripts up about 29% compared with the same time frame in 2013. Remember, these are hard numbers and based on Test and Control panels that were nearly perfectly matched based on average weekly scripts per store.<\/em> Needless to say, the results we\u2019ve seen so far are proving the viability of the pharmacy channel to reach people with vaccination awareness messages.<\/p>\n

\"Vaccination

He would be VERY effective in a pharmacy campaign!<\/strong><\/p><\/div>\n

If a pharmacy program can be this successful for a broadly-targeted category such as flu, just think what it could do for products in more targeted therapy areas such as shingles, HPV, and pneumonia. I recently saw the unbranded shingles-awareness TV spot featuring Terry Bradshaw. It was really effective in conveying the extent of the pain associated with shingles (akin to getting blindsided by a linebacker \u2013 only worse!) and reminding people that the virus lurks in everyone who\u2019s had chicken pox. By taking that message into the pharmacy environment, the reach and value of the campaign would be extended tremendously. Mr. Bradshaw\u2019s recognizable face on a Solutions at the Shelf\u2122 information dispenser would definitely capture attention in the aisles. More importantly, an invitation from him to \u201cTake One and Learn More\u201d would be the launch-point for educating and informing.<\/p>\n

Educational communication about vaccines: What better place than the pharmacy?<\/h2>\n

Certainly pharmacies themselves have been doing their share of immunization-focused communications. As one example, we have probably all seen the store signage and the television campaigns and we\u2019ve heard the radio ads reminding us to get our flu shots. While these efforts are great, sometimes the who-what-why-when part is missing:<\/p>\n

    \n
  • Why should I think about a pneumonia shot?<\/li>\n
  • What kind of flu vaccines are available?<\/li>\n
  • Who in my family should be getting a shingles vaccine and when?<\/li>\n
  • What am I due for or overdue for?<\/li>\n<\/ul>\n

    In-store delivered communications can help to fill in those blanks.<\/p>\n

    \"Vaccination<\/p>\n

    Vaccination resources: Awareness, action, and ACCESS<\/h2>\n

    With immunization services now so readily available at pharmacies everywhere, another advantage of pharmacy marketing is that consumers can take immediate action if they so choose.\u00a0 They can direct any questions to the pharmacist on duty, or get vaccinated right at the pharmacy or the in-store clinic.\u00a0 With ready access to immunizations and other health care services, the gap between awareness and action can be considerably smaller.<\/p>\n","protected":false},"excerpt":{"rendered":"

    In the last two or three years, there has been a noticeable increase in consumer-directed vaccination awareness efforts. Some are focused on specific brands; others are designed to drive knowledge about conditions that may be prevented through immunization. Most of the initiatives have taken place via \u201cthe usual suspects\u201d: namely, television spots, print advertisements, and […]<\/p>\n","protected":false},"author":8,"featured_media":926,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[],"_links":{"self":[{"href":"https:\/\/www.instephealth.com\/blog\/wp-json\/wp\/v2\/posts\/517"}],"collection":[{"href":"https:\/\/www.instephealth.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.instephealth.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.instephealth.com\/blog\/wp-json\/wp\/v2\/users\/8"}],"replies":[{"embeddable":true,"href":"https:\/\/www.instephealth.com\/blog\/wp-json\/wp\/v2\/comments?post=517"}],"version-history":[{"count":5,"href":"https:\/\/www.instephealth.com\/blog\/wp-json\/wp\/v2\/posts\/517\/revisions"}],"predecessor-version":[{"id":525,"href":"https:\/\/www.instephealth.com\/blog\/wp-json\/wp\/v2\/posts\/517\/revisions\/525"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.instephealth.com\/blog\/wp-json\/wp\/v2\/media\/926"}],"wp:attachment":[{"href":"https:\/\/www.instephealth.com\/blog\/wp-json\/wp\/v2\/media?parent=517"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.instephealth.com\/blog\/wp-json\/wp\/v2\/categories?post=517"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.instephealth.com\/blog\/wp-json\/wp\/v2\/tags?post=517"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}