Using BPC and the media to promote pharmacy to a national audience
Jean-Pierre Moser, head of corporate communications at the Society, reports on the success of the PR activity at this year's British Pharmaceutical Conference, which resulted in substantial pharmacy coverage in print-based, broadcast and online media
The British Pharmaceutical Conference is
pharmacy’s flagship annual
event. Now in its 144th year, the BPC is an intrinsic part of the Royal
Pharmaceutical Society’s tradition and is a signpost to future
developments across both pharmacy practice and pharmaceutical science.
At
BPC 2007, 1,000 people converged in Manchester to hear from expert speakers,
learn about cutting-edge research, join in debates around a
theme of “The medicines maze: balancing risks and benefits and
network with other professionals”.
The BPC offers a unique launch pad for concentrated media activity. Drawing
on the science and pharmacy research posters and oral presentations,
the Society’s public relations team collaborates with science and
practice colleagues to identify research that will promote the value
of pharmacy expertise and services to a number of key audiences, including
the general public, other health professionals and patient groups.
In the lead up to BPC 2007 the team compiled 17 news releases with a
strong consumer-led message designed to make newspaper and broadcast
news desks sit up and take notice. Health news is a highly competitive
arena. By selecting one or two key points from the research, giving them
a relevant link to the UK population and adding in the all-important
key messages about the value of pharmacy, the Society’s PR team
created hard-hitting news designed to make headlines for the duration
of BPC.
The PR unit works alongside each researcher involved in the BPC publicity
to help give his or her research the necessary consumer twist. The resolute
aim is to position pharmacists in the public eye as the experts in medicines — as
well as experts in pharmacy practice and science research.
All researchers are offered a comprehensive media briefing before the
BPC to ensure they are confident talking to the media and that positive
key messages about pharmacy and BPC are included in any interviews.
Experts in medicines
Research into prescribing issues featured heavily among this year’s
10 practice research stories, gaining extensive coverage across national
and regional press and broadcast media. Stories included outcomes of
research into the prescribing of bone protection drugs for women at risk
of bone fractures and antibiotics for post-operative patients.
One study that looked into warning procedures and prescribing of medicines
to hospital patients with drug allergies was picked up by a host of national
and regional media including the Daily Mail, Channel 4 News, London’s
Metro and BBC News Online. The researcher, Rachel
Etherington, says that,
although hundreds of pharmacists work to help improve prescribing practices
and patient health outcomes, the general public are rarely aware of this
area of pharmacy expertise.
“The BPC publicity machine is a great opportunity for pharmacy researchers
like myself to demonstrate the depth of our medicines knowledge to the
public at large. It is also a chance to communicate that we work alongside
other health professionals to improve prescribing,” she says. Providers of key health services
Through the BPC, the Society’s PR team is able to increase public
awareness about the range of services available from community pharmacies
and understanding about the fact that pharmacist’s expertise extends
beyond dispensing medicines.
Stories focusing on pharmacy screening services for heart disease, asthma
and diabetes appeared in a range of media. The Society’s head of
quality improvement, Heidi Wright, was interviewed by the nationally
broadcast Independent Radio News about the value to patients of screening
for heart disease in a community pharmacy. The Press Association also
covered BPC news running the story “Pharmacists prove a vital source
in the fight against diabetes” down its national wire.
In all these stories the media message was clear: pharmacists improve
health outcomes for patients through targeted interventions that are
followed up with professional advice or referrals to other health services. Health science research
This year’s seven science research stories hit the headlines across
national and regional press, TV and radio news programmes, and online
news sites. Popular news included the development of a new oral way to
take insulin and the development of a new “painless” needle
that just falls short of the skin’s pain receptors.
One juicy story about a compound in tangerine peel being found to kill
human cancer cells grabbed the media’s attention, appearing in
national newspapers Daily Express, Daily Mirror and The
Sun. Hoon L.
Tan, who has a PhD in medicinal chemistry from the Leicester
School of Pharmacy, was interviewed by numerous broadcast news media
including
BBC Midlands TV and BBC Radio Manchester
Dr Tan says that he was overwhelmed
by the media response to his research. “I did six media interviews
over two days including television, radio and even Reuters. It is fantastic
that BPC provides the opportunity to publicise important science research
to a wider audience,” he said. BPC 2007 hits the headlines
BPC practice and science research stories were covered by a wide range
of national and regional press, broadcast and online media.
Each day of the conference stories appeared in the national press including
Financial Times, Daily Mail, Daily Express, The
Sun and Daily Mirror.
Society personnel and researchers conducted 10 TV interviews, including
Channel 4 News and Sky News.
More than 20 radio interviews were given, among them a 15-minute interview
with the Society’s conference chairman, John Gentle, on BBC Radio
Manchester. He gave an overview of the conference and pharmacy in general.
A range of newswires and online news sites reported BPC news daily including
Reuters, Press Association News and BBC News Online. All over Britain
BPC news hit the headlines in major regional papers such as London’s
Metro, Northern Echo and Manchester Evening News. So far more than 30
major newspaper stories have been reported
regionally.
Reporting in pharmacy, GP and health media has so far covered The
Pharmaceutical Journal, Chemist and Druggist, In-Pharma, Pulse and Medical
News Today,
among others.
The Society’s PR unit is in the process of professionally analysing
the success of this year’s media activity. In the meantime, the
coverage continues to come in — even two weeks after the event — and
the general public continue to learn more about the extent of pharmacy
skills and expertise and about the vital role that the profession is
playing in health care delivery. |
The
Pharmaceutical Journal