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

2. 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

3. 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.”

4. “
A brand is a set of enduring and shared perceptions in the minds of consumers.
—Nigel Hollis, The Global Brand ”

5. “
The stronger, more coherent and motivating those perceptions are, the more likely they will be to influence (purchase) decisions and add value.
—Hollis ”

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

7. 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

8. 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

9. 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

10. 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

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

12. 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.

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

14. 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.

15. 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

16. 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

17. 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

19. 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)

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