Pharmaceutical
Society of Australia
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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
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


on page


pageviews
since 2018


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