Pharmaceutical Society of Australia

Guiding an association’s leap into the digital world

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Key Objectives

  1. Launch a digital platform to meet member, stakeholder and advertising demands
  2. Increase engagement with early career pharmacists and non-members
  3. Improve offering to advertisers
  4. Provide more frequent content for PSA’s members and broaden the content scope beyond continuing professional development (CPD)

Background

For three decades, the Pharmaceutical Society of Australia (PSA) had strived to improve its industry by providing continuing professional development. A key part had been its monthly journal, Australian Pharmacist (AP). However, PSA data showed that engagement with AP’s educational content had almost halved since 2012. The journal was losing touch.

Our Approach

Print
journal

Website:
www.australianpharmacist.com.au

Weekly
eNewsletter

Print and
online reports

Social media
amplification

After in-depth research, we found that early and mid-career pharmacists want to access information through a mix of channels, predominantly online, while late-career pharmacists tend to prefer print. To cater to each audience and maximise impact, we leveraged cross-channel opportunities — using print, digital, eNewsletters and social media.

We broadened the journal content beyond CPD to information about industry innovation, business practices and interviews with influential and inspirational figures.

The AP content hub provides credible education and clinical, professional and practical content to better enable all Australian pharmacists to do their job and deliver better patient outcomes.

Today, AP remains a member benefit and its content is a significant revenue stream for PSA, with advertising of sponsored content and promotion of PSA’s products, such as events, membership and education programs.

The Outcome

  • PSA now provides members (and prospective members) valuable content anywhere, any time and on any device
  • 118,000 readers online in the past 12 months. 58 per cent are 44 years old or younger
  • High level of engagement with PSA: eight in 10 have interacted via three or more different channels
  • Improved brand perception
  • Event registration through content
  • 81 per cent advertising growth