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PHARMAC and Social Marketing
PHARMAC uses social marketing techniques in the development and execution of its patient/public education campaigns to promote behavioural change in regard to health. Social marketing uses commercial marketing principles and processes to influence the social and health behaviours of audiences.
Examples of this include using mass media to educate the public, as undertaken in:
• the asthma management campaign (launched in 2002/03 and continued in 2003/04); and
• the cardiovascular disease risk awareness programme (piloted in 2002/03 and rolled out in Auckland and the Central North Island in 2004).
PHARMAC currently produces several consumer resources for therapeutic areas where it considers there is a lack of independent, good quality consumer information.
Examples of resources PHARMAC has produced include:
• gout management (printed in English, Maori, Samoan, Cook Island, Maori and Tongan);
• diabetes type 2 (available in 10 languages);
• “My Medicine Looks Different” (a brochure about tendering and changes in
medicine brands);
• several asthma resources including the Asthma Visual Aid;
• cold and flu treatments- 'The Wise Use of antibiotics' campaign; and
• cardiovascular risk management information -'One Heart Many LIves'.
PHARMAC also contracts with external organisations to develop patient support material, and where possible utilises existing resources from reputable organisations, such as Asthma and Respiratory Foundation of NZ, National Heart Foundation and SPARC.
PHARMAC works in conjunction with its Consumer Advisory Committee and other consumer groups when developing consumer information.
Taken from the PHARMAC Annual Plan 2004-2005
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