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Australian Journal of Pharmacy : October 2006
updates new Chemmart campaign has been launched to 2,500 pharmacies with the message, ‘You don’t have to be a dis- counter to survive’. The DVD mail out is centred around a war-zone theme, and features an image of a pharmacist in war-paint. ‘Retail pharmacy is a battleground and winning the war against new enemies requires not only the right philosophy, but also the right ally,’ said executive director of Chemmart Pharmacy John Koot. ‘This direct mail campaign has gener- ated a phenomenal response, particularly from pharmacists who have looked at adopting a discounting model but now realise that creating a true health destina- tion is a much more sustainable model for the future,’ he said. Chemmart declares war on discounters A While the concept could be viewed as an aggressive approach to communicat- ing a message, John Koot said a campaign that would achieve cut-through was essential for reaching pharmacists. ‘At a time where pharmacies may con- sider turning to a discounting model to survive, we needed a concept that suc- cessfully generated a strong interest from pharmacists about the benefits of differ- entiating and the Chemmart Pharmacy model,’ Mr Koot said. The new Chemmart Pharmacy philoso- phy focuses on bringing the consumer into closer contact with the pharmacist and the format includes the first direct dispensary in a branded pharmacy in Australia. But according to Chemmart, the focus on direct dispense is only part of the story. ‘What we are creating is a true health destination pharmacy. ‘The direct dispensary is one of the dri- vers but it is simply a method to bring the pharmacist into direct contact with the consumer—nothing more,’ Mr Koot said. ‘Our view is that the industry at large has reacted to the possible threat of supermarkets by building and developing pharmacies that are very similar to a supermarket with a dispensary in it. ‘Instead of trying to out-do the super- markets by luring customers with cheap products, we’re going to out perform the rest of the pharmacy industry because this format will enable our members to sell consumers more when we get them in the store,’ he said. ¦