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Pharmaceutical
Society of Australia

A content strategy to engage the next generation of pharmacists

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

    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

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