Bringing the Strategic Plan to Life National Media Campaign Lucinda Maine, EVP and CEO AACP

JCPP Strategic Plan Goal 1: Define, advance, and broadly implement a consistent and scalable pharmacists’ patient care process Tactic 1.1.2: Facilitate awareness and understanding of the pharmacists’ patient care process among external audiences

AACP Strategic Priority 2 Creating a New Portrait of Pharmacists and Pharmacy Careers “AACP, in collaboration with stakeholders, will raise the profile of pharmacy as an essential healthcare profession. We will achieve recognition for pharmacists as trusted and highly accessible healthcare professionals in both traditional and new settings. And we will increase awareness of the quality and scientific rigor of pharmacy education and training.”

“ A brand is a set of enduring and shared perceptions in the minds of consumers. —Nigel Hollis, The Global Brand ”

“ The stronger, more coherent and motivating those perceptions are, the more likely they will be to influence (purchase) decisions and add value. —Hollis ”

Top Brands Common Denominator Straightforward promise of what they will deliver Deliver it consistently over time

Communications Objectives Achieve recognition for pharmacists as highly educated and accessible healthcare professionals Increase awareness of the quality and scientific rigor of pharmacy education Raise the profile of pharmacy as an essential and prestigious healthcare profession

Priority 2: Components Build a coalition: Implement a mini-campaign: Partners, Champions & Brand Ambassadors Implement a mini-campaign: Social Media: #HealthyStartsHere Relaunch digital engagement: New AACP Website National awareness campaign

Expanded Target Audiences Baby boomers, particularly women, mothers and caregivers Opinion leaders, influencers and policy makers Media: healthcare/medicine, public health, education, technology Other healthcare professionals Future pharmacists: students interested in the health professions

New Strategic Approaches Promote the profession of pharmacy, not just pharmacy education Partner with JCPP members and other organizations to deliver a unified message Promote patient centered care as the key concept Focus on medication management, chronic disease and overall health and wellness

Brand Positioning Pharmacists are essential healthcare professionals, who enhance patient care and promote wellness.   Pharmacists help people live healthier, better lives.

Key Messages When pharmacists are involved in patient care, outcomes improve and costs decline.   Current pharmacy graduates receive a minimum of six years of rigorous professional education, leading to the Doctor of Pharmacy degree.

Message Pillars Patients do best when pharmacists are part of their healthcare teams Improved outcomes Innovative approaches to medication management Pharmacists patient care process

Message Pillars Pharmacists are the medication experts on the healthcare team Expertise in medication interactions and medication therapy management Optimal management of medication for chronic diseases such as diabetes, asthma, hypertension, etc. Promoting wellness through counseling and monitoring on smoking cessation, obesity, etc.

Message Pillars Pharmacists optimize the efficiency and cost-effectiveness of healthcare delivery Asheville Project Project Impact: Diabetes “Advanced practice pharmacists” (CA) manage medications and chronic diseases

Message Pillars Pharmacists are accessible in all healthcare settings: inpatient, ambulatory and community Convenient: the average American visits a pharmacy at least once a week Accessible: most Americans live within five miles of a pharmacy Trusted: available to answer questions about medications, supplements, etc. Student-run, team-based clinics in many areas Available to consult on issues of public health

Message Pillars Colleges of pharmacy are centers of academic excellence, scientific research and innovation Four-year professional degree program, leading to Doctor of Pharmacy degree Graduate degrees in the pharmaceutical sciences Rigorous and competitive admission standards Extensive scientific research Stringent requirements for pharmacist licensing, license renewal and continuing education

National Campaign Planning Where Are We? Released a RFP for media advisors Identified 4 finalists Finalist presentations (Feb 15-16) Research and planning (March/April) Campaign launch (May/June)

Discussion Ways to be involved Share Assets (stories, research/evidence) Use Messages Stay Informed vs All In Encourage Collaboration/Partnerships