Quality content unites pharmacists.

The National Pharmacy Association (NPA) provides support to member pharmacists around the UK. They spoke to bda as they were struggling to communicate with members effectively; the need to get over topical information, member benefits, and profile‑raising presented the NPA with a real challenge.

Their website wasn't left wanting in terms of volume of information ‑ it was simply too crowded with messages clambering for attention.

Members weren't accessing their own secure area to get at vital information as it required monthly paid subscription to a virtual private network. (It had a take up of only 2,000, out of a membership of 12,000).

Lack of direct contact was leading the NPA to invest heavily in print, and member correspondence was fragmented at best.

Early on, bda realised that NPA's wide range of communication problems needed an equally broad solution; we started from scratch ‑ and surveyed NPA members to find out their wants and needs.

What did we find? Assumptions that there was no interest in the web were untrue; all members wanted was better quality internet access ‑ and to be rid of the barrier presented by VPN. They also needed stripped down, clear, organised content.

bda developed a web strategy that merged seven existing websites into one. We designed a public‑facing website with the aim of creating an understanding of the role of the pharmacist in the community, highlighting and educating on health issues and supplementing the role of local NHS healthcare.

A (free) secure area with tailored, relevant content, allows member access via username and password access.

A third area ‑ 'Ask Your Pharmacist' ‑ allows the public to search and get details of their local pharmacy. The launch to 12,000 NPA members was managed by bda. The success of the new site paves the way for e‑marketing, blogs, podcasts, message boards, forums and member chatrooms.

With well‑organised information and news accessible by UK region, the new member area is driving a huge increase in use of the site and opportunity for member promotion.

Members also have much more functionality from their new site:

• A live calendar highlights announcements and news from the NHS and the NPA ‑ members can also use this for their own time‑management.
• White Papers offer a valuable store of information on everything from legislation to breakthroughs in healthcare.
• Members have access to templates which they can use to create their own adverts for posting on the public‑facing 'Ask Your Pharmacist' website.
• Direct feedback and web statistics show a marked increase in use of the members' area because of the quality and accessibility of information together with the added functionality.

www.npa.co.uk

"bda was the only company who took the trouble to talk to our members, which then made the case for better web communications ‑ a strategy that continues to pay off. We've saved a fortune in print for direct mail, and have a much better platform for target marketing, measurement of activity and customer profile."
Marketing Director, National Pharmacy Association