#United States #Oregon #Cascadia Pharmacy Group #Small Pharmacy #Big Care

Revitalizing Independent Pharmacies in Oregon

The independent pharmacy landscape in the United States is evolving, a transformation propelled by the Oregon Health Authority's recent initiative called "Small Pharmacy. Big Care." Launched by the Cascadia Pharmacy Group (CPG), this public awareness campaign seeks to remind patients that their local pharmacies can provide far more than just prescriptions. This campaign challenges the typical perception of pharmacies and aims to spark an important conversation about the role independent pharmacies play in holistic health care.

The Campaign's Objective

The central question posed by the campaign is: "What if your neighborhood pharmacy could help you with smoking cessation, chronic disease management, and current vaccinations, all with personalized attention?" It's an idea that many patients may not have considered, and thus, the campaign takes an informative approach. Funded by the Oregon Health Authority and facilitated by the Oregon State University College of Pharmacy, "Small Pharmacy. Big Care." is designed to increase awareness about the range of services independent pharmacies offer.

Spreading the Word with Local Billboards

As part of the campaign's Phase 2 rollout, three billboards have been strategically placed in Corvallis, Lebanon, and Roseburg, Oregon. These billboards guide the public to visit Bigcare.Video, a documentary-style film that highlights real-world testimonials from pharmacists and patients, aiming to generate over 216,000 impressions per week over the course of 12 weeks.

A National Issue

This campaign is not just relevant in Oregon; it's a nationwide concern. Across the United States, approximately 19,000 independent pharmacies exist, many of which provide vital services such as tobacco cessation counseling, immunizations, medication therapy management, and chronic disease support. Unfortunately, the lack of patient awareness means that these services often go unnoticed. According to Jeff Harrell, PharmD and CEO of the Cascadia Pharmacy Group, "People simply don't know what their local pharmacy can do for them. This campaign is our attempt to change that."

Phase One: Setting the Stage

The initial phase of the campaign, titled "Beyond Prescriptions," highlighted the many roles pharmacists can play in patient care. Filmed at three CPG member pharmacies and involving interviews with pharmacy experts, including Douglas Hoey, CEO of the National Community Pharmacists Association (NCPA), this segment underscores the capabilities that already exist within the independent pharmacy sector.

Bridging Healthcare Gaps

Oregon's initiative aligns with national objectives to address healthcare access gaps, particularly concerning smoking and general access to healthcare. The timing of this campaign is particularly crucial following the NCPA’s recent launch of a multi-million-dollar national advertising campaign aimed at promoting local, family-owned pharmacies. The two initiatives share a similar goal — to elevate community awareness about the depth of services offered by independent pharmacies.

A Model for Change

Looking ahead, the leaders at CPG are hopeful that their efforts in Oregon can serve as a blueprint for other states and national organizations. Harrell notes, "If a regional cooperative can shift awareness with a focused campaign, other states and national organizations can do this too. We want to be a model."

Accessible Resources

Beyond simply raising awareness, CPG is dedicated to making the film "Beyond Prescriptions" available for other independent pharmacies and advocacy organizations that wish to utilize the materials to promote their services.

Conclusion

In summary, the "Small Pharmacy. Big Care." campaign aims to redefine the role of independent pharmacies within the healthcare system. By promoting awareness of the extensive services they provide, from chronic disease management to smoking cessation, the campaign is setting out to enhance patient access and improve community health outcomes. The initiative not only speaks to the importance of independent pharmacies in Oregon but also holds relevance across the broader healthcare landscape in America.