Face Of Pharmacy Survey Results Master Flip Book
Published on October 2, 2014
How does the pharmacy proession view it’s visual identity and brand? Gavin Birchall, BPham, PGCM ABSTRACT Objectives The aim o this research was to gather the views o a representative group o pharmacy proessionals working accross a range sectors, into the visual and brand identity o the proession in 2014, both in terms o how they percive the brand and how they think stakeholders percieve it. Methods An original investigation was developed in two stages, to gather both qualitative and quantitative stakeholder opinion. A set o 12 qualitative, one to one interviews were carried out with proessional leaders rom a range o sectors, which inormed the development o a predominantly quantitative, online survey open to all. Four areas o inquiry were investigated: demographic, stakeholder awareness, visual identity and promotion. Key fndings 86% o respondents rate the public’s awareness o a single proessional pharmacy brand as ‘poor’ or ‘very poor’. 85% believe that the public percieve them as ‘shopkeepers’ whilst 94% would like to be perceived as ‘clinicians’. 14% o respondents were ‘satisfed’ or ‘very satisfed’ with the way in which the proession currently promotes itsel. Conclusions The proession may still be searching or a new identity and in the absence o a conscious attempt to fll the gap a new and unintended identity has developed in its place. There is no other healthcare proession with as recognisable a symbol in the UK, providing the pharmacy proession with a distinct advantage in branding terms that is waiting to be taken. It is clear that the there is a gap between the ambitions o the proession, and the impact that it is delivering with it’s current branding strategies. The current visual and brand identity is decades behind the reality o what the pharmacy proession can contribute. Keywords : Pharmacy, pharmacist, visual identity, branding, proession.