s Marketing & Social Media 101 For Business (Part 3) - Continuation | I2P: Information to Pharmacists - Archive
Publication Date 01/07/2014         Volume. 6 No. 6   
Information to Pharmacists


From the desk of the editor

Welcome to the July 2014 homepage edition of i2P (Information to Pharmacists) E-Magazine.
At the commencement of 2014 i2P focused on the need for the entire profession of pharmacy and its associated industry supports to undergo a renewal and regeneration.
We are now half-way through this year and it is quite apparent that pharmacy leaders do not yet have a cohesive and clear sense of direction.
Maybe the new initiative by Woolworths to deliver clinical service through young pharmacists and nurses may sharpen their focus.
If not, community pharmacy can look forward to losing a substantial and profitable market share of the clinical services market.
Who would you blame when that happens?
But I have to admit there is some effort, even though the results are but meagre.
In this edition of i2P we focus on the need for research about community pharmacy, the lack of activity from practicing pharmacists and when some research is delivered, a disconnect appears in its interpretation and implementation.

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News Flash

Newsflash Updates for July 2014

Newsflash Updates

Regular weekly updates that supplement the regular monthly homepage edition of i2P. 
Access and click on the title links that are illustrated

Comments: 1

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Feature Contribution

Woolworths Pharmacy - Getting One Stage Closer

Neil Johnston

It started with “tablet” computers deployed on shelves inside the retailer Coles, specifically to provide information to consumers relating to pain management and the sale of strong analgesics.
This development was reported in i2P under the title Coles Pharmacy Expansion and the Arid PGA Landscape”
In that article we reported that qualified information was a missing link that had come out of Coles market research as the reason to why it had not succeeded in dominating the pain market.
Of course, Woolworths was working on the same problem at the same time and had come up with a better solution - real people with good information.

Comments: 5

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Intensive Exposition without crossing over with a supermarket

Fiona Sartoretto Verna AIAPP

Editor's Note: The understanding of a pharmacy's presentation through the research that goes into the design of fixtures and fittings that highlight displays, is a never-ending component of pharmacy marketing.
Over the past decade, Australian pharmacy shop presentations have fallen behind in standards of excellence.
It does not take rocket science - you just have to open your eyes.
Recently, our two major supermarkets, Woolworths and Coles, have entered into the field of drug and condition information provision - right into the heartland of Australian Pharmacy.

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The sure way to drive business away

Gerald Quigley

I attended the Pregnancy, Baby and Children’s Expo in Brisbane recently.
What an eye and ear opening event that was!
Young Mums, mature Mums, partners of all ages, grandparents and friends……...many asking about health issues and seeking reassurances that they were doing the right thing.

Comments: 1

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‘Marketing Based Medicine’ – how bad is it?

Baz Bardoe

It should be the scandal of the century.
It potentially affects the health of almost everyone.
Healthcare providers and consumers alike should be up in arms. But apart from coverage in a few credible news sources the problem of ‘Marketing Based Medicine,’ as psychiatrist Dr Peter Parry terms it, hasn’t as yet generated the kind of universal outrage one might expect.

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Community Pharmacy Research - Are You Involved?

Mark Coleman

Government funding is always scarce and restricted.
If you are ever going to be a recipient of government funds you will need to fortify any application with evidence.
From a government perspective, this minimises risk.
I must admit that while I see evidence of research projects being managed by the PGA, I rarely see community pharmacists individually and actively engaged in the type of research that would further their own aims and objectives (and survival).

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Organisational Amnesia and the Lack of a Curator Inhibits Cultural Progress

Neil Johnston

Most of us leave a tremendous impact on pharmacies we work for (as proprietors, managers, contractors or employees)—in ways we’re not even aware of.
But organisational memories are often all too short, and without a central way to record that impact and capture the knowledge and individual contributions, they become lost to time.
It is ironic that technology has provided us with phenomenal tools for communication and connection, but much of it has also sped up our work lives and made knowledge and memory at work much more ephemeral.

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Academics on the payroll: the advertising you don't see

Staff Writer

This article was first published in The Conversation and was written by Wendy Lipworth, University of Sydney and Ian Kerridge, University of Sydney
In the endless drive to get people’s attention, advertising is going ‘native’, creeping in to places formerly reserved for editorial content. In this Native Advertising series we find out what it looks like, if readers can tell the difference, and more importantly, whether they care.
i2P has republished the article as it supports our own independent and ongoing investigations on how drug companies are involved in marketing-based medicine rather than evidence-based medicine.

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I’ve been thinking about admitting wrong.

Mark Neuenschwander

Editor's Note: This is an early article by Mark Neuenschwander we have republished after the soul-searching surrounding a recent Australian dispensing error involving methotrexate.
Hmm. There’s more than one way you could take that, huh? Like Someday when I get around to it (I’m not sure) I may admit that I was wrong about something. Actually, I’ve been thinking about the concept of admitting wrong. So don’t get your hopes up. No juicy confessions this month except that I wish it were easier for me to admit when I have been wrong or made a mistake.
Brian Goldman, an ER physician from Toronto, is host of the award-winning White Coat, Black Art on CBC Radio and slated to deliver the keynote at The unSUMMIT for Bedside Barcoding in Anaheim this May. His TED lecture, entitled, “Doctors make mistakes. Can we talk about it?” had already been viewed by 386,072 others before I watched it last week.

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Dispensing errors – a ripple effect of damage

Kay Dunkley - BPharm, Grad Dip Hosp Pharm, Grad Dip Health Admin, MPS, MSHPA

Most readers will be aware of recent publicity relating to dispensing errors and in particular to deaths caused by methotrexate being incorrectly packed in dose administration aids.
The Pharmacy Board of Australia (PBA), in its Communique of 13 June 2014, described a methotrexate packing error leading to the death of a patient and noted “extra vigilance is required to be exercised by pharmacists with these drugs”.
This same case was reported by A Current Affair (ACA) in its program on Friday 20 June

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Take a vacation from your vocation

Harvey Mackay

Have you ever had one of those days when all you could think was, “Gosh, do I need a vacation.”
Of course you have – because all work and no play aren’t good for anyone.
A vacation doesn’t have to be two weeks on a tropical island, or even a long weekend at the beach. 
A vacation just means taking a break from your everyday activities. 
A change of pace. 
It doesn’t matter where.
Everyone needs a vacation to rejuvenate mentally and physically. 
But did you also know that you can help boost our economy by taking some days off? 
Call it your personal stimulus package.

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Explainer: what is peer review?

Staff Writer

This article was first published in the Conversation. It caught our eye because "peer review" it is one of the standards for evidence-based medicines that has also been corrupted by global pharma.
The article is republished by i2P as part of its ongoing investigation into scientific fraud and was writtenby Andre Spicer, City University London and Thomas Roulet, University of Oxford
We’ve all heard the phrase “peer review” as giving credence to research and scholarly papers, but what does it actually mean?
How does it work?
Peer review is one of the gold standards of science. It’s a process where scientists (“peers”) evaluate the quality of other scientists' work. By doing this, they aim to ensure the work is rigorous, coherent, uses past research and adds to what we already knew.
Most scientific journals, conferences and grant applications have some sort of peer review system. In most cases it is “double blind” peer review. This means evaluators do not know the author(s), and the author(s) do not know the identity of the evaluators.
The intention behind this system is to ensure evaluation is not biased.
The more prestigious the journal, conference, or grant, the more demanding will be the review process, and the more likely the rejection. This prestige is why these papers tend to be more read and more cited.

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Dentists from the dark side?

Loretta Marron OAM BSc

While dining out with an elderly friend, I noticed that he kept his false tooth plate in his shirt pocket. He had recently had seven amalgam-filled teeth removed, because he believed that their toxins were making him sick; but his new plate was uncomfortable. He had been treated by an 'holistic dentist'. Claiming to offer a "safe and healthier alternative" to conventional dentistry, are they committed to our overall health and wellbeing or are they promoting unjustified fear, unnecessarily extracting teeth and wasting our money?

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Planning for Profit in 2015 – Your key to Business Success

Chris Foster

We are now entering a new financial year and it’s a great time to reflect on last year and highlight those things that went well and those that may have impacted negatively in the pursuit of your goals.
It's also a great to spend some time re-evaluating your personal and business short, medium and long term goals in the light of events over the last year.
The achievement of your goals will in many cases be dependent on setting and aspiring to specific financial targets. It's important that recognise that many of your personal goals will require you to generate sufficient business profits to fund those aspirations

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ReWalk™ Personal Exoskeleton System Cleared by FDA for Home Use

Staff Writer

Exoskeleton leader ReWalk Robotics announced today that the U.S. Food and Drug Administration has cleared the company’s ReWalk Personal System for use at home and in the community.
ReWalk is a wearable robotic exoskeleton that provides powered hip and knee motion to enable individuals with Spinal Cord Injury (SCI) to stand upright and walk.
ReWalk, the only exoskeleton with FDA clearance via clinical studies and extensive performance testing for personal use, is now available throughout the United States.

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Attracting and Retaining Great People

Barry Urquhart

Welcome to the new financial year in Australia.
For many in business the past year has been described as a challenging period.
Adjectives are a key feature of the English language.  In the business lexicon their use can be, and often is evocative and stimulate creative images.  But they can also contribute to inexact, emotional perceptions.
Throughout the financial pages of newspapers and business magazines adjectives abound.
References to “hot” money draw attention and comment.  The recent wave of funds from Chinese investors, keen to remove their wealth from the jurisdiction and control of government regulations is creating a potential property bubble in Australia.

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Updating Your Values - Extending Your Culture

Neil Johnston

Pharmacy culture is dormant.
Being comprised of values, unless each value is continually addressed, updated or deleted, entire organisations can stagnate (or entire professions such as the pharmacy profession).
Good values offer a strong sense of security, knowing that if you operate within the boundaries of your values, you will succeed in your endeavours.

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Evidence-based medicine is broken. Why we need data and technology to fix it

Staff Writer

The following article is reprinted from The Conversation and forms up part of our library collection on evidence-based medicines.
At i2P we also believe that the current model of evidence is so fractured it will never be able to be repaired.
All that can happen is that health professionals should independently test and verify through their own investigations what evidence exists to prescribe a medicine of any potency.
Health professionals that have patients (such as pharmacists) are ideally placed to observe and record the efficacy for medicines.
All else should confine their criticisms to their evidence of the actual evidence published.
If there are holes in it then share that evidence with the rest of the world.
Otherwise, do not be in such a hurry to criticise professions that have good experience and judgement to make a good choice on behalf of their patients, simply because good evidence has not caught up with reality.

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Laropiprant is the Bad One; Niacin is/was/will always be the Good One

Staff Writer

Orthomolecular Medicine News Service, July 25, 2014
Laropiprant is the Bad One; Niacin is/was/will always be the Good One
by W. Todd Penberthy, PhD

(OMNS July 25, 2014) Niacin has been used for over 60 years in tens of thousands of patients with tremendously favorable therapeutic benefit (Carlson 2005).
In the first-person NY Times best seller, "8 Weeks to a Cure for Cholesterol," the author describes his journey from being a walking heart attack time bomb to a becoming a healthy individual.
He hails high-dose niacin as the one treatment that did more to correct his poor lipid profile than any other (Kowalski 2001).

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Culture Drive & Pharmacy Renewal

Neil Johnston

Deep within all of us we have a core set of values and beliefs that create the standards of behaviour that we align with when we set a particular direction in life.
Directions may change many times over a lifetime, but with life experiences and maturity values may increase in number or gain greater depth.
All of this is embraced under one word – “culture”.
When a business is born it will only develop if it has a sound culture, and the values that comprise that culture are initially inherent in the business founder.
A sound business culture equates to a successful business and that success is often expressed in the term “goodwill” which can be eventually translated to a dollar value.

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ReWalk™ Personal Exoskeleton System Cleared by FDA for Home Use

Staff Writer

Exoskeleton leader ReWalk Robotics announced today that the U.S. Food and Drug Administration has cleared the company’s ReWalk Personal System for use at home and in the community.
ReWalk is a wearable robotic exoskeleton that provides powered hip and knee motion to enable individuals with Spinal Cord Injury (SCI) to stand upright and walk.
ReWalk, the only exoskeleton with FDA clearance via clinical studies and extensive performance testing for personal use, is now available throughout the United States.

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Pharmacy 2014 - Pharmacy Management Conference

Neil Johnston

The brave new world of health and wellness is not the enemy of Pharmacy, it is its champion.
Australian futurist, Morris Miselowski, one of the world's leading business visionaries, will present the Opening Keynote address on Pharmacy's Future in the new Health and Wellness Landscape at 2.00pm on Wednesday July 30.
Morris believes the key to better health care could already be in your pocket, with doctors soon set to prescribe iPhone apps, instead of pills.
Technology will revolutionise the health industry - a paradigm shift from healthcare to personal wellness.
Health and wellness applications on smartphones are already big news, and are dramatically changing the way we manage our personal health and everyday wellness.

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Generation and Application of Community Pharmacy Research

Neil Johnston

Editor’s Note: We have had a number of articles in this issue relating to pharmacy research.
The PGA has conducted a number of research initiatives over the years, including one recently reported in Pharmacy News that resulted from an analysis of the QCPP Patient Questionnaire.
Pharmacy Guild president, George Tambassis, appears to have authored the article following, and there also appears to be a disconnect between the survey report and its target audience illustrated by one of the respondent comments published.
I have asked Mark Coleman to follow through, elaborate and comment:

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Marketing & Social Media 101 For Business (Part 3) - Continuation

Chris Foster

articles by this author...

Chris Foster is a Chartered Accountant and partner in Green Taylor Partners, with over 33 years experience in working with small/medium business clients. Chris's interest in pharmacy goes back to his mother, who as a registered pharmacist, managed a pharmacy for over 26 years. Chris has worked with pharmacy clients for over 26 years and has an in-depth knowledge of those factors that make a business profitable and successful. Chris is a true believer in practicing what he preaches thus is a successful business owner and investor in his own right. Green Taylor Partners was also ranked in the top 8 firms in Australia by business performance in the 2011 Australia wide survey "The Good, the Bad & The Ugly" as conducted by Business Fitness. Chris can be contacted for an obligation free discussion about your business performance on 03 53824761 or email: chris.foster@greentaylor.com.au

Editor's Note: This is a continuation of Chris Foster's third article in his series on the use of social media in the marketing mix of a pharmacy business.
Anyone who is interested in asking specific questions of Chris can email him at chris.foster@greentaylor.com.au
He also has a video of various presentations on this topic if you would like to contact him for access.
Social media is increasing in its usefulness as a business tool, but it does require understanding and planning before putting your toe in the water.

Large retailers such as Woolworths are already immersed in the world of social media and mobile phone apps and you do have to respect them for embracing this new technology, leaving competitors in their wake.

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Twitter  is the simplest form of blog  - but in simplicity there is often great power.

Twitter is a microblogging service that enables its users to send and read messages known as tweets. Tweets are text-based posts of up to 140 characters and delivered to the author's subscribers who are known as followers.

Some basic Twitter facts:

* There are more than 500 million registered users
* New users signing up at the rate of 460,000 per day
* 190 million unique visitors come to the site every month
* Over 250 million “tweets” are sent in a day
* 37% of active Twitter users use their phone to tweet
* Around 600 million search queries per day
* Tweets have relatively short life. Typically 24 hours

It has been established that one good Tweet is equivalent to 10,000 impressions!
In fact you now have a virtual PR and marketing team that works for free.

You can attach links to your tweets back to your website, blog or Facebook page . I have had great success in driving traffic to my blog as a result of tweeting about my latest blog post.

Some of the things you can use Twitter for include:

* Marketing - branding, promotions etc.
* News, Events
* Monitoring, Competitive tracking.
* Innovation, Research
* Networking
* Search engine optimization.
* Put out vacancies, job postings .
* Relationships
* Customer Service

Feel free to check out my Twitter profile – go to www.twitter.com and search for theastuteaccountant.


A blog (a contraction of the term "web log") is a type of website with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse-chronological order

Some interesting facts regarding blogging:

* There are more than 100 million blogs on the Internet
* 70% of bloggers are organically talking about brands on their blog
* 38% of bloggers post brand or product reviews
* Over 70% of internet users read blogs

A well written Blog is a great strategy to show expertise, educate readers and ultimately build trust within your audience. If you link your blog to your website, your website will improve in any search on the web for your business or type of business – Google loves blogs and enhances your SEO (Search Engine Optimisation).

The two most popular blog platforms are:

Wordpress          www.wordpress.comwww.wordpress.org

Blogger  www.blogger.com

These tools are generally free!

Feel free to check out my blog at http://chrisfoster1959.blogspot.com.au



LinkedIn is a social networking website geared towards companies and industry professionals looking to make new business contacts or keep in touch with previous co-workers, affiliates, and clients.

Some facts for Linkedin:

* LinkedIn has over 135 million members worldwide
* India is currently the fastest-growing country to use LinkedIn, with around 3m total users
* Of all social networking websites, LinkedIn has the most financially affluent audience
* 75% of users on LinkedIn have a college degree. High index of graduates and post graduates
* Over 70% are 35 years and above

What can businesses do with Linkedin?
I have found that Linkedin is a one of the best social media tools for making professional connections. If you are a professional, it is imperative that you be on Linkedin.
It is an absolutely brilliant tool for meeting other professional, joining professional interest groups eg business owners, retailers etc and in general, a great source of knowledge and learning.

Linkedin has also become a great recruiting ground for professional employees – in fact, some commentators have suggested that Linkedin may replace many of the professional employment websites as a means of sourcing new employees.

I strongly recommend that if you are not a Linkedin member – join now. And there is no cost! Feel free to connect with me on Linkedin!


YouTube is a video sharing website on which users can upload and share videos.

Some facts about YouTube:

* People are watching 4 billion videos a day on YouTube
* Every minute, 72 hours of video is uploaded to YouTube
* 50% of users visit YouTube at least once a week
* An average user spends 1 hour 41 minutes a month on YouTube

YouTube can be a great resource for getting in front of your customers for building that trust that I mentioned earlier in these articles. Many people are better at “visual” learning rather than reading or listening so YouTube can be a fill this important gap.

So what can YouTube be used for? Really, it is up to your imagination, and can include:

* Training and support
* Marketing and brand enhancement
* New employee orientation
* Product overviews, demonstration
* Customer testimonial, customer success stories

I have a passion for restoration of classic cars and was looking for a particular type of welder. The supplier had a comprehensive selection of videos on YouTube and this enabled me in my own time to watch the videos and be convinced that it would suit my needs – ultimately I purchased the welder!

At Green Taylor Partners, we have established GTP TV on YouTube and we have uploaded short videos on many topics including business advisory, taxation, self managed superannuation and using special features that MYOB and Quickbooks have.
We also use Youtube to promote upcoming seminars – the seminar presenters talk about the seminar and expected outcomes – a great “soft” way of promoting an event!

Feel free to check out GTP TV – just go to Youtube and search for Green Taylor Partners TV.

As stated earlier, these are but a few of the many social media tools out there – your choice really depends on where your targeted audience is!

Posting Tips for Social Media

Listed below are some simple tips on posting into your social media tool

* Manually post into each medium
* Multiple posting saves time – use tools such as HootSuite or Tweetdeck that can easily do this for you * These tools will also allow you to schedule your posts – this means that you can prepare your posts in advance
* Find out when your most effective posting time will be e.g. research has shown that:

+ Post tweet in the afternoon as highest % retweets occur around 5pm
+Most Facebook sharing occurs on a Saturday
+ Facebook shares tend to peak around noon or after 7.00pm
+ 1 post every 2 days on Facebook will achieve the most likes
+ Photos and videos are great for increasing exposure

Question – where is your target audience and what time zone are they in?

The Do’s in Social Media

* Set clear objectives – decide what you are trying to achieve as it allows you to establish success or failure of your efforts
* Be honest, transparent and authentic
* Provide advice and ideas around subjects you are knowledgeable about – its about education, building trust and community
* Respond to interactions promptly – you owe it to your audience to be responsive and open. Deal with negative comments appropriately. Or simply put, ENGAGE!
* Monitor activity and adjust strategy based on results
* Post regularly
* Refer people to additional information – be helpful!
* Do attach photos and videos to posts as much as possible. This will ensure that your posts have a better chance of appearing in your audience’s newsfeed

The Don’ts in Social Media

* No hard selling (educate first)
* Don’t lie, don’t pretend. Be transparent
* Don’t get caught up in the race for followers. Forge a strong community with the existing ones instead and the numbers will follow.
* Don’t fight your customers and expect to win
* Don’t lose sight of your objective
* Don’t expect immediate results – PERSIST!* If you don’t have the resources to implement social media properly DON’T DO IT AT ALL! 

I trust you have found this series of articles useful and that you have gained to some ideas out of all the points raised. It’s important that you now take steps to implement some of those ideas – an idea is only that until it is implemented.

As stated at the outset, this is a summary of a workshop presentation delivered in the last month. I have a video recording of this presentation available – if you would like access to this, just email me at chris.foster@greentaylor.com.au and I’ll send you a link.

Once again, if you have any questions regarding your social media strategy, please feel free to contact me at the above email address.

In my next article I’ll provide you with some information on QR Codes and how you can use these in your business.

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