In 2007, the Pharmacy Guild of Australia developed a campaign to advance and promote the reputation of community pharmacy.
The aim of the campaign was to create a clear understanding of the broader healthcare role of community pharmacy and the benefits of accessibility and quality via the current retail and ownership model.
In 2007, the Pharmacy Guild of Australia developed a campaign to advance and promote the reputation of community pharmacy.
The aim of the campaign was to create a clear understanding of the broader healthcare role of community pharmacy and the benefits of accessibility and quality via the current retail and ownership model.
A two stage campaign commenced, initially focussing on the Gold Cross, the symbol of pharmacy for over 80 years and the only symbol which represents pharmacy as a whole. The campaign established the Gold Cross as a universal trust mark representing the values of ‘trust’ ‘service’ and ‘advice’ that are available in community pharmacies.
Stage two of the campaign (the Brand In Action stage) involved suppliers. It's primary aim was to enable suppliers to harness the power of the Gold Cross branding campaign by adding value to theier own brand activity.
■ By offering transference of the associated identity and values of community pharmacy.
■ By allowing the brands featured to benefit from increased traffic generated by the brand campaign.
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