Each pharmacy publication attracts a particular audience and by combining or pairing publications in a campaign it is possible to reach a larger percentage of pharmacists, some at least twice or more as these pharmacists read both publications - this is termed duplicated readership.

The best readership utilising only one pharmacy publication can be obtained with Australian Pharmacist, which has a readership of 75%.



Which two(2) pharmacy publications will give me the best reach and frequency to community pharmacists?

By using only Australian Pharmacist and Retail Pharmacy or Pharmacy News with one advertisement in each, at best your advertisement can reach 90% of community pharmacists. Plus 47% to 48% will view your advertisement twice (frequency) in the same issue month.

> Australian Pharmacist and Retail Pharmacy or Pharmacy News - 90% reach with 48% 2x frequency

My budget allows for a larger campaign, but which would be the best three(3) pharmacy publications I should use in my campaign to achieve the best possible reach and frequency to community pharmacists?

Although reach only improves marginally by 4% (94%) when using three publications, it is the frequency figure that gets a lift offering real impact that is necessary for an effective campaign.

With two publications the frequency at best is 48%, with three publications we can lift that figure to 69% of community pharmacists viewing an advertisement twice and 38% three times in the same issue month.

The best combination that provides the best reach and frequency is a plan that includes Australian Pharmacist, Pharmacy News and Retail Pharmacy.

> Australian Pharmacist and Retail Pharmacy and Pharmacy News - 94% reach with 69% 2x frequency, 38% 3x frequency

If Australian Pharmacist is not included in a three publication campaign at best the reach is 87% of community pharmacists – this figure is actually bettered by a two publication combination (90%) that includes Australian Pharmacist with either tabloid. Saving your budget.

SOURCE: McNair Ingenuity Pharmacy Publications Readership Survey, May 2006 - 541 practicing community pharmacists