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Australian Journal of Pharmacy : November 2006
ADVERTORIAL company profi le Alphapharm—a committed partner to community pharmacy It’s been a big year for Alphapharm. At the start of 2006 Australia’s leading generic medicines manufacturer outlined its long-term commitment to pharmacy via a series of promises. Now nearing the end of the year, Alphapharm can refl ect. An old sales maxim is never promise what you can’t deliver. It resonates so loudly that it’s rare to get anyone to promise anything these days. Yet Alphapharm dared to challenge itself by making to pharmacy not one, but six promises! According to Alphapharm Executive Director, Mark Hurley, the company understood its future was aligned with community pharmacy and it needed to clearly communicate this not just in words, but also demonstrate through actions. “I don’t have to tell pharmacists that the generic pharmaceutical sector has become highly competitive; it would be hard for them not to notice the increased level of activity and the number of new overseas entrants in the market. So our challenge is to ensure pharmacists have the confi dence and trust in the Alphapharm brand, while demonstrating our value and ability to be a true healthcare business partner of pharmacy,” said Mr Hurley. “Perhaps the idea of committing the company to a series of promises might be considered brave, but we saw it as the best way we could prove our commitment to pharmacy and it locked the company into a position where it had to deliver on the commitment. Now, almost a year after the campaign began, I am proud of the results we have achieved and are still achieving,” said Mr Hurley. The SUBSTITUTION Promise Core to Alphapharm’s strategy is to make substitution easier for pharmacy, and acknowledging the impact both consumers and doctors can have on the success of substitution has been essential. 2006 marks the fi fth year Alphapharm has communicated to consumers about generic medicines. In that time they have invested millions in improving consumer awareness Our to Pharmacy Our SUBSTITUTION Promise We will drive the awareness and increase the acceptance of generic medicines with Consumers, Pharmacy and General Practice. Our SERVICE Promise We will be reliable, knowledgeable and accessible to the needs of Pharmacy and ensure the availability of our products. Our BUSINESS Promise We will provide you with more dispensing opportunities and reward your substitution efforts. Our QUALITY Promise We will ensure our products are always of the highest quality and we endorse the Quality Use of Medicine (QUM). Our AUSTRALIAN Promise We will strive to develop, manufacture and invest in Australia, for the benefi t of Australians. Our INTEGRITY Promise We will be respectful, ethical and trustworthy in our business relationships, and honour our obligations. and acceptance of generic medicines—particularly in demographic groups that use multiple medications and are more resistant to change—in an effort to improve the likelihood of pharmacy customers accepting the Alphapharm generic medicine when offered. This investment is continuing to pay off, with consumers signifi cantly more aware and accepting of Alphapharm generic The Alphapharm Team.