Linked to EAHP Statements

Section 1 – Introductory Statements and Governance: Statements 1.3, 1.6, 1.7
Section 2 - Selection, Procurement and Distribution: Statement 2.2
Section 4 – Clinical Pharmacy Services: Statements 4.8

ACPE UAN: 0475-0000-18-003-L04-P. A knowledge based activity.

Abstract

We, hospital pharmacists can think we are a «pivotal caregiver that can contribute, by our education, our knowledge, our abilities and competencies, to the optimal use of drug and to better therapeutical results for patients».
But who really knows it? Some physicians mostly, nurses also and probably now a few patients. Can we only keep saying and demonstrating during our professional conferences what the new paradigm of Hospital Pharmacy is about?
Do we have to think and market the profession more broadly? Have you got an advertising slogan? Do we need one? What is our service and our positioning?
Who should we target? What should be the tactic? Which tool should we use? How much can we afford to spend on marketing?
There are many questions to answer and one way to do it is to learn from experts who have successfully implemented marketing plans in any field.

Learning objectives

After the session, the participant should be able to:
• Demonstrate the importance of marketing the profession;
• Describe the different issues to consider before start; and,
• Apply some basic tools to start marketing the profession.

Educational need addressed

Hospital pharmacists seldom possess professional marketing or communication skills and consequently the general public seldom appreciate the significant benefits that hospital pharmacists contribute to healthcare. It has been said that our fellow healthcare professions do not really appreciate what we as hospital pharmacists have to offer! This Keynote introduces a variety of creative approaches and examples of marketing and communication used to promote the profession.

Keywords: role of champions, supporters, excellence