Skip to content

Pharmaceutical
Society of Australia

Creating a content strategy to engage the next generation of pharmacists and move the entire profession forward

Overview

For four years, we’ve worked with the Pharmaceutical Society of Australia to foster deep engagement with pharmacists across the sector, bolstering the society’s trusted, relevant voice.

Objectives

  • 1
    Re-design and refresh the publication to position and highlight the PSA as the peak national body for all pharmacists, and promote member benefits
  • 2
    Increase engagement with early-career pharmacists and non-members, especially through digital and social
  • 3
    Provide new integrated channels for CPD and member education
  • 4
    Commercialise the PSA’s content channels
  • Approach

    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.

    The results

    :37
    Average time
    on page
    0 x
    Increase in
    pageviews
    since 2018
    0 %
    of readers
    rated the
    magazine an A

    Awards

    2021
    Mumbrella
    Publish
    Awards

    Winner

    Association or Member Publication of the Year

    2021
    Marcom
    Awards

    Platinum

    Print Media | Magazine | Association

    2021 Content
    Council Pearl
    Awards [US]

    Gold

    Most Effective Healthcare/Pharma

    2021 Digiday
    Media Awards
    [International]

    Finalist

    Best Subscription or Membership Product

    Testimonial

    “AP is a wonderful example of how a member publication can serve its members and the association at the same time, helping to raise the status of the profession.”

    Monika Boogs

    PSA Advocacy and
    Communications Manager

    Zoom
    SecondBite
    Engineers Australia
    Campaign
    Infographics
    Social
    image-for-social
    Since starting WFH life, we’ve had to do several online brainstorming sessions and workshops. Here are some things we’ve picked up along the way – and hopefully they spare you a few headaches.
    online-connections
    Mahlab’s HRM Deputy Editor, Kate Neilson, had to quickly learn how to create meaningful connections with her interview subjects when our workforce moved online. Here, she shares her top tips on how to make sure someone remembers you for all the right reasons.
    b2b-social-tile_v2
    In this era of social distancing, marketers are flocking to content to keep their audiences connected. How do you create content that will cut through this crowded space?