The Pharmaceutical Journal
Vol 279 No 7477 p531
10 November 2007

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• Retention fees
• Concessionary fees
• Pack sizes (5)
• Prescribing
• Controlled drugs
• Hospital infections
• Wholesalers
• Locum pharmacy
• BPC

Letters to the Editor

British Pharmaceutical Conference (BPC)

Positive media coverage should not be underestimated

From Mr J. Gentle, MRPharmS

Members may be unaware of the extent of the British Pharmaceutical Conference coverage generated each year by the Royal Pharmaceutical Society. We may see some of the daily BPC stories that appear in our national newspaper of choice, but we are likely to remain oblivious to the multitude of national and regional, television, radio, newspaper and online reports that are disseminated over the conference period

I thought it therefore worthwhile sharing the results of an independent evaluation of BPC 2008 media coverage.

The top line results illustrate that 115 pieces of BPC coverage reached a total audience of 27.4 million people, generating a total equivalent advertising spend of over £1m. The analysis shows that, of the total coverage, 15 per cent appeared in national media, 58 per cent in regional media and 27 per cent in trade and consumer publications.

The key to creating worthwhile coverage is in the dissemination of key messages. According to the evaluation, apart from raising the profile of BPC as a major event, key messages reported by the media included:

• Pharmacists are experts in pharmacy practice and health research

• Pharmacists are experts in science research

• Pharmacists are experts in medicines and use of medicines

• Pharmacies are convenient and accessible for healthcare services and advice

I understand the criticism levelled at BPC by members that it is not accessible to the majority of pharmacists. This is something that I, together with the Conference Committee, am looking to address.

But the conference works for the profession on a number of levels and the value of the positive media coverage should not be underestimated.

John Gentle
Chairman
British Pharmaceutical Conference Committee

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