Before we began working with the PSA, Australian Pharmacist was a venerable journal with a long history – and little relevance to its members. Pharmacists are overwhelmingly young and female, but the journal did not reflect this. AP’s readership was also almost entirely print-based, despite the digital habits of its target audience.

We began reshaping AP with in-depth audience research to understand the demographics, media consumption habits and needs of PSA members. 

Our strategy was to move AP from being a purely clinical resource into one that encompassed the broad swathes of issues members were dealing with, from identifying career pathways, to strategies for dealing with difficult patients, to returning to work after maternity leave. 

We then rebuilt the journal from the ground up, dropping the text-heavy approach in favour of striking imagery and modern layouts.

We also created a digital content hub and enewsletter, instituting a daily publishing model, allowing AP to become much more topical and useful in daily pharmacy practice.

In doing so, our results outstripped PSA’s expectations.