Back to case studies

Guiding an association's leap into the digital-first world

 

Key objectives

  • Launch a successful digital platform to meet member, stakeholder and advertising demands
  • Leverage a cross-channel approach – using print, digital and social media in an integrated and united manner to maximise impact
  • Broadening the content scope of Australian Pharmacist beyond continuing professional development and educational content while retaining existing members
  • Increase engagement with early career pharmacists and non-members
  • Provide advice and support on advertising strategy

Background

For decades, the Pharmaceutical Society of Australia (PSA) has strived to improve their industry by providing ongoing professional development. A key part of these educational efforts is its monthly journal, Australian Pharmacist, which has been a trusted source of information for pharmacists for more than 30 years.

But while the challenges and opportunities facing pharmacy have shifted significantly in recent years, the journal had not. With 70% of pharmacists aged under 44 and 61% of general registered pharmacists being female, this meant the journal risked losing touch.

In fact, PSA data showed that engagement with Australian Pharmacist‘s educational content had almost halved since 2012.

Our research into Australian Pharmacist’s readership and advertising found two-thirds of members and non-members aged between 18 and 29 would like the journal to be more accessible online.

 

Our approach

We conducted research to find PSA’s Genuine Moment of Connection (its unique content proposition) and developed content personas to gain a deep understanding of current members and young pharmacists’ goals, challenges, content consumption and needs.

To keep the content relevant to the industry while also offering value to young pharmacists, we broadened the journal content beyond continuing professional development to information about industry innovation, business practices and interviews with influential or inspirational figures.

We leverage a cross-channel approach – using an integrated print, digital, e-newsletters and social media strategy to maximise impact and reach the different audience segments. Early and mid-career pharmacists want to access information through a mix of channels, predominantly online, while late career pharmacists tend to prefer print.

Outcomes

Through a focus on audiences’ needs, we created a new Australian Pharmacist content hub that is able to provide members (and prospective members) valuable content anywhere, any time and on any device. We’ve also reimagined the Australian Pharmacist monthly journal.

  • Since the launch (April 2018), the content hub has attracted 118,000 unique visitors, 58% of them who are 44 years old and younger. As an indicator, PSA has 18,000 members, which represents more than half registered pharmacists in Australia. We are also reaching students, pharmacy assistants and retired pharmacists with the content.
  • The average time on page per article is 3:10 – a testament to the audience being engaged with the content.
  • 53% of members agree or strongly agree that the journal has improved in the past 12 months. There is also a high level of engagement with PSA, 8 in 10 have interacted via 3 or more channels.
  • We have successfully expanded the offering for advertisers: advertising revenue increased since the relaunch.
  • Australian Pharmacist was a finalist at 2019 CMI’s content marketing awards for best:
    – Content Marketing Program in Healthcare
    – Association Publication
    – Overall Editorial – Digital

Let's Connect

Let's Connect

Connect now