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Npw roundup
npw r
o u
An effective way of promoting National Pharmacy Week was provided by the Philadelphia College of Pharmacy and Science. This table tent was placed in all Linton restuarants from October 6-12.
n d u
Anyone who listened to the radio, watched TV, read the newspaper, looked at pharmacy window displays and exhibits or attended community and civic meetings during October 6-12 could not fail to know it was National Pharmacy Week. Almost every avenue of communications was used by the pharmacist or his association in defining the profession to the public. This second year of APHA's new pharmacy-week-topharmacy-week approach to public relations led off with more than 15 governors and hundreds of mayors proclaiming October 6-12 as National Pharmacy Week. More than 1,000 pharmacists realized the importance of this year-round approach to PR and subscribed to APHA's Public Relations Service-and used it. Evidence of how far the influence of the August supplement reached keeps arriving at APHA headquarters and it shows only a fraction of the program's extent. Every state but two had at least one PRS subscriber with many states having as high as 30-50 subscribers; the highest was Pennsylvania with 80 subscriptions. For details on forthcoming supplements see P:& Notes page 636.
..t\..
radio and tv Again this year the electronic media was most co-operative. More than 700 radio stations across the country are broadcasting the new APHA Family Health Forum radio series. Of these, more than 200 ordered their programs directly from APHA; local pharmacists contacted the others and supplied them with the shows. Many cities have as many as three radio stations broadcasting the series. For example, the show is being broadcast on WOL, WWDC and W A VA all covering the Washington, D.C. metropolitan area. Pharmacists across the country appeared on interview shows lasting from five to 60 minutes. Many answered questions posed by station personalities; others responded to questions telephoned in by listeners. These shows are excellent methods of communicating with the public.
i
The Southern California Pharmaceutical Association scored heavily with a specially written half-hour TV documentary entitled "Guardian of your Health." This show was produced in co-operation with Carl Falkenhainer, station KABC-TV and west coast newscaster Baxter Ward. The show televised on Sunday, October 6, over stations in Los Angeles, San Diego, Bakersfield, San Francisco, Sacramento, Fresno and Eureka reminded millions of Californians of the important part the pharmacists plays in protecting their health. More than 600 TV stations in the U.S. were sent slides and spot announcements by APHA. Of these, 100 stations reported they had used the spots and slides over 1,000 times. Such coverage is worth approximately $100,000. Obviously many more stations than those reporting used the slides and spots. Projecting our report then we might estimate conservatively that pharmacy received TV public service spot time valued in excess of a quarter million dollars. Add to this the public service time given by TV stations to local pharmacists and associations for their own particular use during the week and the value of the time donated is almost incalculable. newspapers Clippings received at APHA show that newspapers which have a combined circulation of more than 16 million published National Pharmacy Week stories, thus giving better than 50 million people an opportunity to see at least a mention of National Pharmacy Week. It is logical to assume also that the clippings we received are only a small percentage of all the stories which were published during October 6-12. These stories included reports of gubernatorial and mayoral proclamations-clippings of these came from papers whose circulation totaled five million-and stories based on editorial comment-clippings covered a circulation of four million. More than 90 Georgia mayors proclaimed National Pharmacy Week and most of these garnered good newspaper coverage. A "Stop Polio" campaign in Savannah, Georgia also received publicity in papers whose circulation totaled more than 160,000. APHA's Family Health Information ad mat series is being published in approximately 700 newspapers across the country. Most of these have been sponsored co-operatively by a group of pharmacists or by a pharmaceutical association. These ads are being carried in at least one newspaper in 47 of our 50 states with as many as 32 newspapers in Virginia and 33 in Pennsylvania carrying the series. displays Many pharmacy booths were erected and manned at Health-o-ramas, science fairs and career fairs. Most counties ha ve some type of fair every summer or fall and these offer an excellent opportunity for pharmacists to talk with members of the community and provide them with literature which tells the profession'S story. Many have used APHA's brochure "10 Minutes for 10 Pills." Harvey Meltzer of the Tidewater (Virginia) Pharmaceutical Association reported that hi~ association disseminated over 10,000 copies of this pamphlet during October.
Opening ceremonies for NPW saw Michigan pharmacists presenting an outsize prescription medicine bottle (left) to Detroit's public health commissioner, Dr. C. P. Anderson (right). Morris Rogoff (center) watches as Harold Dean (left) presents the bottle. I n Florida the Southeast Florida Pharmaceutical Association (right) heard the Honorable Edmond J. Gong, state representative (center), read the governor's proclamation. With Representative Gong are (left to right) Ben Saks, Morris E. Greene, John Stadnik and Freeman C. Oikle. Note proclamations of municipalities in forefront.
Typical advertisements carried in newspapers during NPW include (below) ad mat from APhA Public Relations Service used by a Virginia paper.
.~ .r:<~n>!jJ ;i . :~~4 ~ ~ Family Physician + Family Pharmacist =Healthy Family! "1-'
I
.
'L;-
~
/,
/
I:
r~
\
October 6·12--_~
~
NATIONAL PHARMACY WEEK
SII'OT THE .S POT .... on ,...r ....'
.-
WHAT IS NATIONAL PHARMACY WEEK?
~I
•
I
HOWMA,N Y COMM U N I TV PHAIIIMAC I STS AR .. THEilE I N
IHftftmmWEEI otT,I-11
T..,.........' "".bI.. _..•
neednotbetr.Qlc.br1ydetectionandpromptrnpcflCaltreatrnentckfe.taKtMI 1uberculotll. Woden'I drugs -.abletM physician til qantrofTB tJ:I wheNtDday tuffefers.1'I retvrned til notmIl. ' helrthy INa in ~ short periods of time • • • • comparedwithlengthyhospitallzationof:;earsIlgO.H..,..chastX·RaJ JU:IIY • • • SpottMSpot.Yourt.mllypn-rmaclstC
*-dJIIUto)lDUl'lcaItuberculotlfauodation.
_ _ r~ •
••• _ '__r ....... , , _ . _
NATIONAL PHARMACY WEE'K·OCTOBER 6·12
Pharmacists joined ha nds to place cooperative ads in papers, ' some in half~ pages (upper right) and some in full pages (lower right). Other pharmacies like Mathews (lower left) ' ran individual ads using APhA's ad mats with their own names imprinted.
YOUR PHARMACIST". " • FOR FAMILY HEALTH INFORMATION Pharmaceutical research .has prod~ce_d .rnir.cuI9~S (80<11· cations that can increase life expectancy • •• make your lifefuU an~ h,ppier. !Bul before medication can be effective in a chronic disease, ddection ml4Stb.emad~ e';irly by your family physician and treatment started immediately.. In our "huny-up" W9rl.d, ma.n'y of~s hesitate to take time to discpver '!litny of the thtnQ.s ~el)~al to. full,healthylife.YourcommJ.lnltypharmacistisaneveravallabt,$.Opl'COofreliable llealUt lnformatioo fof your family on various chronic diseases.. YISIt him today'
mMATHEWS
-il
The
I.
l. hrl on your
l-o~
IYm~1
P EACE OF MINIlI
REXALL DRUGS
Many state and local associations have display contests with the winner going on to enter the national APHA Pharmacy Window Display Contest. More than 15,000 NPW window streamers were distributed this year and many of the local displays received much publicity including pictures in the local newspaper. A series of eight package stuffers and handouts also were made available this fall to PRS subscribers. Pharmacists in 34 states requested in excess of 150,000 pieces. John B. Kendall, president of the Louisiana State Pharmaceutical Association, used the handouts to explain medication costs to his patrons. He handed each patron a flyer with the cost of his medication written on the back. Each of the stuffers ends with the phrase "today's prescription is the biggest bargain in history." Another series of four slightly larger stuffers will be available in the January supplement. special events
Thousands of members of Kiwanis , Lions, PTA and other civic and fraternal groups heard pharmacists speak on their profession this fall. The use of the personal approach can be the most effective. The drawback is the size of the audience which can be reached by this method. To overcome part of the problems, many associations have started up speakers bureaus and advertised them to the public. The Florida State Pharmaceutical Association has undertaken a full scale speakers bureau, providing many of its members with public 632
'¥ATH~i
l>reseription :
or
Journal of the AMERICAN PHARMACEUTICAL ASSOCIATION
• •••••••••••••••••••••••••• •
PEAC '63
• Wa nt to wi n $500?
•
• Want a free trip to the APhA annual meeting and • • • the World's Fair? • Want the golden PEAC Mortar and Pestle for your • • trophy case? • • • • • •
• •
All these are yours if you win the second annual Public Education Awards Competition. These APhA awards, sponsored by Pfizer Laboratories, annually recognize the best individual and organizational efforts to tell pharmacy's story to the pu blic. Send today for your free brochure and entry form. Write toAmerican Pharmaceutical Association Division of Communications 2215 Constitution Avenue N.W. Washington, D.C. 20037
• • .' • • •
• •
• • • ••••••••••••••••••••••••••
speaking training and a number of different speeches on varying subjects and of varying lengths. The St. Louis College of Pharmacy put out a flyer picturing members of the faculty and topics they will discuss. Many of the speeches these groups will be giving were obtained from the PRS as each supplement provides the subscriber with one or more new speeches for his use. Seminars were held by a number of local associations and colleges of pharmacy. Three Pennsylvania local associations held kick-off breakfasts. Many western and southern associations held barbecues and golf tournaments inviting local physicians and dentists to participate. Polio vaccine programs were tied into many of the pharmaceutical associations fall PR programs. Hundreds of clippings show how intense the coverage was and how much interest such a health program evokes. When pUblicity on these programs is handled properly the pharmacists receive more than sufficient coverage. Diabetes Detection Week, November 17-23, is another A two-page spread in a Sunday magazine newspaper supplement effective ly told the p ha rm aci st' s st ory t o th e pub lic.
The Vital Citizeu '.' l\hvaYS Reall) That I· ~'" ~ f
.
,
Richard Sanders shows a visitor to the Los Angeles County Fair how a commun ity pharmacy serves as a health in f ormation center. Using APhA PR ai ds the Pomona Valley Ph armaceutical Association di spl ay ed t he booth in t he Hall of Health . More t han 1,000,000 visit ors at te nd ed .
vehicle pharmacists have used in showing the public that they are genuinely interested in the community's good health.
conclusion Reports received at APHA indicate that the pharmacist is truly a PR expert on the health team. More pharmacists every day are accepting their responsibility of explaining the health team's story to the public. It has been this thesis upon which the entire APHA PR Service has been built and made available to pharmacists across the country. In states affiliated with APHA-Delaware, Iowa, Michigan, Pennsylvania, Virginia, and Wisconsinthe service is made available directly t.hrough the state association. Contacts with the local media are handled jointly by the local, state and national public relations committees, The success of this team is obvious in the coverage pharmacy's story has been receiving in those states. The job has just begun, ho\\ever, and although the figures look impressive much more can be done with even more effort and co-operation. •
. . . . .. . .... . .. . .. . .... . .. . . . . . . . ... . . . . . . . . . .. . . . . . . . . . PR around the world SUPPLEMENT
Explaining pharmacy's role as an integral part of the health team is an international problem and effort. Public Relations Service subscriptions have been received from Australia, Bermuda, England, the Virgin Islands, Ireland and New Zealand. Little information has been received this soon as to the use made of the material. However, it has been indicated that "Family Health Forum" radio series and the "Family Health Information" ad mat series are being used. An excellent example of what can be accomplished with proper co-ordination is the supplement on pharmacy in Britain, published in the September 2 issue of the London Times. This 12-page supplement contained articles on the growth of the industry, quality control, pharmacy education, growth of the Pharmaceutical Society of Great Britain, academic and industrial research and many other subjects related to the history and development of the profession.
Th e fro nt page of the 12-page supplement published in London Times presented a dramatic picture of pharmacy to introduce the excellent PR tool. The supplement also noted the centennial anniversary of the British Pharmaceutical Conference.
ON
Pharm ac y in To
m~rk
the centenary of the
British Pharmaceutical
Conferen~~
Br itain
o u
An effective way of promoting National Pharmacy Week was provided by the Philadelphia College of Pharmacy and Science. This table tent was placed in all Linton restuarants from October 6-12.
n d u
Anyone who listened to the radio, watched TV, read the newspaper, looked at pharmacy window displays and exhibits or attended community and civic meetings during October 6-12 could not fail to know it was National Pharmacy Week. Almost every avenue of communications was used by the pharmacist or his association in defining the profession to the public. This second year of APHA's new pharmacy-week-topharmacy-week approach to public relations led off with more than 15 governors and hundreds of mayors proclaiming October 6-12 as National Pharmacy Week. More than 1,000 pharmacists realized the importance of this year-round approach to PR and subscribed to APHA's Public Relations Service-and used it. Evidence of how far the influence of the August supplement reached keeps arriving at APHA headquarters and it shows only a fraction of the program's extent. Every state but two had at least one PRS subscriber with many states having as high as 30-50 subscribers; the highest was Pennsylvania with 80 subscriptions. For details on forthcoming supplements see P:& Notes page 636.
..t\..
radio and tv Again this year the electronic media was most co-operative. More than 700 radio stations across the country are broadcasting the new APHA Family Health Forum radio series. Of these, more than 200 ordered their programs directly from APHA; local pharmacists contacted the others and supplied them with the shows. Many cities have as many as three radio stations broadcasting the series. For example, the show is being broadcast on WOL, WWDC and W A VA all covering the Washington, D.C. metropolitan area. Pharmacists across the country appeared on interview shows lasting from five to 60 minutes. Many answered questions posed by station personalities; others responded to questions telephoned in by listeners. These shows are excellent methods of communicating with the public.
i
The Southern California Pharmaceutical Association scored heavily with a specially written half-hour TV documentary entitled "Guardian of your Health." This show was produced in co-operation with Carl Falkenhainer, station KABC-TV and west coast newscaster Baxter Ward. The show televised on Sunday, October 6, over stations in Los Angeles, San Diego, Bakersfield, San Francisco, Sacramento, Fresno and Eureka reminded millions of Californians of the important part the pharmacists plays in protecting their health. More than 600 TV stations in the U.S. were sent slides and spot announcements by APHA. Of these, 100 stations reported they had used the spots and slides over 1,000 times. Such coverage is worth approximately $100,000. Obviously many more stations than those reporting used the slides and spots. Projecting our report then we might estimate conservatively that pharmacy received TV public service spot time valued in excess of a quarter million dollars. Add to this the public service time given by TV stations to local pharmacists and associations for their own particular use during the week and the value of the time donated is almost incalculable. newspapers Clippings received at APHA show that newspapers which have a combined circulation of more than 16 million published National Pharmacy Week stories, thus giving better than 50 million people an opportunity to see at least a mention of National Pharmacy Week. It is logical to assume also that the clippings we received are only a small percentage of all the stories which were published during October 6-12. These stories included reports of gubernatorial and mayoral proclamations-clippings of these came from papers whose circulation totaled five million-and stories based on editorial comment-clippings covered a circulation of four million. More than 90 Georgia mayors proclaimed National Pharmacy Week and most of these garnered good newspaper coverage. A "Stop Polio" campaign in Savannah, Georgia also received publicity in papers whose circulation totaled more than 160,000. APHA's Family Health Information ad mat series is being published in approximately 700 newspapers across the country. Most of these have been sponsored co-operatively by a group of pharmacists or by a pharmaceutical association. These ads are being carried in at least one newspaper in 47 of our 50 states with as many as 32 newspapers in Virginia and 33 in Pennsylvania carrying the series. displays Many pharmacy booths were erected and manned at Health-o-ramas, science fairs and career fairs. Most counties ha ve some type of fair every summer or fall and these offer an excellent opportunity for pharmacists to talk with members of the community and provide them with literature which tells the profession'S story. Many have used APHA's brochure "10 Minutes for 10 Pills." Harvey Meltzer of the Tidewater (Virginia) Pharmaceutical Association reported that hi~ association disseminated over 10,000 copies of this pamphlet during October.
Opening ceremonies for NPW saw Michigan pharmacists presenting an outsize prescription medicine bottle (left) to Detroit's public health commissioner, Dr. C. P. Anderson (right). Morris Rogoff (center) watches as Harold Dean (left) presents the bottle. I n Florida the Southeast Florida Pharmaceutical Association (right) heard the Honorable Edmond J. Gong, state representative (center), read the governor's proclamation. With Representative Gong are (left to right) Ben Saks, Morris E. Greene, John Stadnik and Freeman C. Oikle. Note proclamations of municipalities in forefront.
Typical advertisements carried in newspapers during NPW include (below) ad mat from APhA Public Relations Service used by a Virginia paper.
.~ .r:<~n>!jJ ;i . :~~4 ~ ~ Family Physician + Family Pharmacist =Healthy Family! "1-'
I
.
'L;-
~
/,
/
I:
r~
\
October 6·12--_~
~
NATIONAL PHARMACY WEEK
SII'OT THE .S POT .... on ,...r ....'
.-
WHAT IS NATIONAL PHARMACY WEEK?
~I
•
I
HOWMA,N Y COMM U N I TV PHAIIIMAC I STS AR .. THEilE I N
IHftftmmWEEI otT,I-11
T..,.........' "".bI.. _..•
neednotbetr.Qlc.br1ydetectionandpromptrnpcflCaltreatrnentckfe.taKtMI 1uberculotll. Woden'I drugs -.abletM physician til qantrofTB tJ:I wheNtDday tuffefers.1'I retvrned til notmIl. ' helrthy INa in ~ short periods of time • • • • comparedwithlengthyhospitallzationof:;earsIlgO.H..,..chastX·RaJ JU:IIY • • • SpottMSpot.Yourt.mllypn-rmaclstC
*-dJIIUto)lDUl'lcaItuberculotlfauodation.
_ _ r~ •
••• _ '__r ....... , , _ . _
NATIONAL PHARMACY WEE'K·OCTOBER 6·12
Pharmacists joined ha nds to place cooperative ads in papers, ' some in half~ pages (upper right) and some in full pages (lower right). Other pharmacies like Mathews (lower left) ' ran individual ads using APhA's ad mats with their own names imprinted.
YOUR PHARMACIST". " • FOR FAMILY HEALTH INFORMATION Pharmaceutical research .has prod~ce_d .rnir.cuI9~S (80<11· cations that can increase life expectancy • •• make your lifefuU an~ h,ppier. !Bul before medication can be effective in a chronic disease, ddection ml4Stb.emad~ e';irly by your family physician and treatment started immediately.. In our "huny-up" W9rl.d, ma.n'y of~s hesitate to take time to discpver '!litny of the thtnQ.s ~el)~al to. full,healthylife.YourcommJ.lnltypharmacistisaneveravallabt,$.Opl'COofreliable llealUt lnformatioo fof your family on various chronic diseases.. YISIt him today'
mMATHEWS
-il
The
I.
l. hrl on your
l-o~
IYm~1
P EACE OF MINIlI
REXALL DRUGS
Many state and local associations have display contests with the winner going on to enter the national APHA Pharmacy Window Display Contest. More than 15,000 NPW window streamers were distributed this year and many of the local displays received much publicity including pictures in the local newspaper. A series of eight package stuffers and handouts also were made available this fall to PRS subscribers. Pharmacists in 34 states requested in excess of 150,000 pieces. John B. Kendall, president of the Louisiana State Pharmaceutical Association, used the handouts to explain medication costs to his patrons. He handed each patron a flyer with the cost of his medication written on the back. Each of the stuffers ends with the phrase "today's prescription is the biggest bargain in history." Another series of four slightly larger stuffers will be available in the January supplement. special events
Thousands of members of Kiwanis , Lions, PTA and other civic and fraternal groups heard pharmacists speak on their profession this fall. The use of the personal approach can be the most effective. The drawback is the size of the audience which can be reached by this method. To overcome part of the problems, many associations have started up speakers bureaus and advertised them to the public. The Florida State Pharmaceutical Association has undertaken a full scale speakers bureau, providing many of its members with public 632
'¥ATH~i
l>reseription :
or
Journal of the AMERICAN PHARMACEUTICAL ASSOCIATION
• •••••••••••••••••••••••••• •
PEAC '63
• Wa nt to wi n $500?
•
• Want a free trip to the APhA annual meeting and • • • the World's Fair? • Want the golden PEAC Mortar and Pestle for your • • trophy case? • • • • • •
• •
All these are yours if you win the second annual Public Education Awards Competition. These APhA awards, sponsored by Pfizer Laboratories, annually recognize the best individual and organizational efforts to tell pharmacy's story to the pu blic. Send today for your free brochure and entry form. Write toAmerican Pharmaceutical Association Division of Communications 2215 Constitution Avenue N.W. Washington, D.C. 20037
• • .' • • •
• •
• • • ••••••••••••••••••••••••••
speaking training and a number of different speeches on varying subjects and of varying lengths. The St. Louis College of Pharmacy put out a flyer picturing members of the faculty and topics they will discuss. Many of the speeches these groups will be giving were obtained from the PRS as each supplement provides the subscriber with one or more new speeches for his use. Seminars were held by a number of local associations and colleges of pharmacy. Three Pennsylvania local associations held kick-off breakfasts. Many western and southern associations held barbecues and golf tournaments inviting local physicians and dentists to participate. Polio vaccine programs were tied into many of the pharmaceutical associations fall PR programs. Hundreds of clippings show how intense the coverage was and how much interest such a health program evokes. When pUblicity on these programs is handled properly the pharmacists receive more than sufficient coverage. Diabetes Detection Week, November 17-23, is another A two-page spread in a Sunday magazine newspaper supplement effective ly told the p ha rm aci st' s st ory t o th e pub lic.
The Vital Citizeu '.' l\hvaYS Reall) That I· ~'" ~ f
.
,
Richard Sanders shows a visitor to the Los Angeles County Fair how a commun ity pharmacy serves as a health in f ormation center. Using APhA PR ai ds the Pomona Valley Ph armaceutical Association di spl ay ed t he booth in t he Hall of Health . More t han 1,000,000 visit ors at te nd ed .
vehicle pharmacists have used in showing the public that they are genuinely interested in the community's good health.
conclusion Reports received at APHA indicate that the pharmacist is truly a PR expert on the health team. More pharmacists every day are accepting their responsibility of explaining the health team's story to the public. It has been this thesis upon which the entire APHA PR Service has been built and made available to pharmacists across the country. In states affiliated with APHA-Delaware, Iowa, Michigan, Pennsylvania, Virginia, and Wisconsinthe service is made available directly t.hrough the state association. Contacts with the local media are handled jointly by the local, state and national public relations committees, The success of this team is obvious in the coverage pharmacy's story has been receiving in those states. The job has just begun, ho\\ever, and although the figures look impressive much more can be done with even more effort and co-operation. •
. . . . .. . .... . .. . .. . .... . .. . . . . . . . ... . . . . . . . . . .. . . . . . . . . . PR around the world SUPPLEMENT
Explaining pharmacy's role as an integral part of the health team is an international problem and effort. Public Relations Service subscriptions have been received from Australia, Bermuda, England, the Virgin Islands, Ireland and New Zealand. Little information has been received this soon as to the use made of the material. However, it has been indicated that "Family Health Forum" radio series and the "Family Health Information" ad mat series are being used. An excellent example of what can be accomplished with proper co-ordination is the supplement on pharmacy in Britain, published in the September 2 issue of the London Times. This 12-page supplement contained articles on the growth of the industry, quality control, pharmacy education, growth of the Pharmaceutical Society of Great Britain, academic and industrial research and many other subjects related to the history and development of the profession.
Th e fro nt page of the 12-page supplement published in London Times presented a dramatic picture of pharmacy to introduce the excellent PR tool. The supplement also noted the centennial anniversary of the British Pharmaceutical Conference.
ON
Pharm ac y in To
m~rk
the centenary of the
British Pharmaceutical
Conferen~~
Br itain