Promotion
PHARMACY TV: the first choice for pharmacy
WITH THE LAUNCH OF ITS NATIONWIDE PHARMACY TV TELEVISION CHANNEL, BROADCASTER 9WAYS DIGITAL MEDIA IS OPENING UP THE BENEFITS OF IN-STORE TELEVISION TO SCOTTISH PHARMACY. ‘THE BOX’ - IN ALL ITS FORMS - IS STILL TODAY THE WORLD’S FAVOURITE WAY OF WATCHING VIDEO.
I
t’s the most trusted form of communication and remains the medium most likely to make
consumers laugh, move them to tears, or change their behaviour. Simply put, audiences and advertisers invest in TV because it works.
To harness this power for pharmacy, the Manchester-based media specialist has teamed up with some of the biggest names in broadcasting and pharmacy to create a channel dedicated to the streaming of health and wellbeing programmes directly to in-pharmacy audiences. Designed to deliver three key outcomes, it will allow subscribing pharmacies to automatically deliver greater patient and customer education, reduce its contractual compliance burden and generate more revenue from product sales and clinical services.
The channel is produced by award- winning broadcast media professionals with extensive knowledge and experience of the UK pharmacy market. Pharmacy TV addresses patient and customer communication more than any other media methodology.
‘Full-motion television delivers multiple impact and strong emotional response,’ says Media & Communications Director, Rosemary Plum, ‘and these are the two key components that contribute to driving real-world behaviour change. Such a strong response also builds the pharmacy brand and amplifies the
18 - SCOTTISH PHARMACIST
effectiveness of on-screen content, so television is an absolutely essential asset to get patients and customers engaged with everything that’s good about your pharmacy. Television programming is proven to deliver more than double the impact of static digital displays, so subscribing to Pharmacy TV is a no-brainer in terms of return on investment.’
A comprehensive schedule of engaging short-format documentaries and public health advisory campaigns is at the heart of patient and customer engagement. Viewers are prompted to rethink the way in which they access NHS services and product promotions shift pharmacy customers towards the informed purchase of self-care and OTC products. The schedule is perfectly positioned to promote pharmacy services and products up to 24 hours a day, seven days a week and build the pharmacy brand to show the true value of community pharmacy in Scotland.
The launch of this exciting new channel is perfectly timed to support the NHS Pharmacy First Service. The importance of managing patient education, expectation and communication around the new service is paramount to its success. Pharmacy TV is the ideal partner to deliver engaging on-screen campaigns making Pharmacy First easy to understand and simple to access.
The success of any pharmacy service, whether NHS or private, is reliant on
opportunistic enquiries at the point of medicines collection. Clear, concise and consistent information is now available on-screen to the pharmacy public in a familiar television format. By prompting these all-important ice- breaker conversations, pharmacy teams across Scotland can react to the acute needs of patients straight away and maintain clinical care as close to home as possible.
In its campaign to support pharmacy to embrace opportunities proffered by new technologies, 9Ways is taking the use of media a step further. By integrating the TV channel with state- of-the-art digital signage, a truly coordinated patient and customer experience informs existing patients and attracts new footfall to offer a 24/7 digital marketing solution. 9Ways Digital Managing Director, Steve McGee explains the scope of the innovation.
‘Until now, nobody has found an effective way of engaging with the wider public to communicate much- needed health and wellbeing information,’ he said. ‘Pharmacy TV changes all this. We’ve created the opportunity for pharmacies to reach more than a million viewers a month to promote all the benefits they provide in addition to dispensing in the most engaging way possible. This is a big education piece for the general public, but only the start of the journey for us. A strong, sustainable future has to be delivered well and evidenced, and Pharmacy TV
does precisely that. We are providing digital transformation to enable pharmacies to fully embrace IT in all aspects of their day-to-day operations. Ultimately, it’s about helping safeguard their future with effective marketing that will generate more revenue and deliver a better customer experience.’
By embracing digital technology in this way, pharmacy teams keep ahead of the game without the need for staff intervention. Pharmacy TV can drive more business opportunities to pharmacy and automate several areas of contractual compliance. At the same time, it creates a customer- friendly clinical and retail environment aligned with modern customer expectation. With channel output managed by scheduling experts to reflect up to the minute public health advice and seasonal health issues, pharmacy really does become the first port of call for health, advice, treatment and patient education.
‘It’s just like having TV at home really,’ says Scotland’s first Pharmacy TV subscriber, Neeraj Salwan of Reach Pharmacy in Glasgow, ‘but it’s great because it gives us more patient- facing time. We have to be smarter in how we engage with our patients and customers to make sure we maximise our service delivery and all other opportunities. So, for us, having Pharmacy TV is like having another member of staff constantly promoting our services and products every day and getting those all-important messages to our patients.’
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