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CPD ACTIVITY 51 Take your career further with Medication Management Review accreditation as those with health and general concerns will gravitate towards the pharmacy as a frontline and accessible source of trusted health and wellness advice. The Jester. Jesters try to make light of the situation, using comedy as a refuge. They feel that if nothing can be done about it, one may as well find the funny side of the situation and keep alive the sense that everyone is in this together. The Warrior. To cope with the situation, the Warrior needs an enemy. They take a side in arguments presented around staying at home versus opening for business, or around the balance between health and the economy. The Common Man. This is probably the most common of the archetypes as the pandemic has evolved. The Common Man gets on with things as best they can. They try to make the most of the simple things in life and use everyday moments to normalise an abnormal situation. The four fear-management strategies What does this mean for brands and businesses? The insights from the research indicate that for each archetype there’s a correlational brand role. In pharmacy, it’s the opinion of this author that a number of brand roles can be instituted, reflecting the unique space that community pharmacy fulfils with customers and patients. These brand roles include: • Caregiver. Innocent Victims relate most to this role. It is primarily nurturing and caring. Obviously, a key role for community pharmacy. • Entertainer. Customers who emulate the jester archetype relate to this role. This is harder for a brand in terms of hitting the right note. It suits brands experienced as storytellers and with a strong following or ‘tribe’. • Hero. This is brand messaging that best represents Warrior customer types. Hero brands take a position that customers can get behind. Again, pharmacies naturally fulfil a hero role by being a healthcare provider and offering face-to-face service without interruption. • Facilitator. The Common Man type is best aligned with the facilitator brand role. This business model offers new ways to do all the things we did before ‘in a different way’, such as virtual cooking or gym classes, and Zoom and other teleconferencing software. Telehealth, contactless medicine delivery, and online ordering are examples of pharmacies operating as facilitators. For many brands and businesses, there is also an opportunity to be a ‘springboard’ for an emerging archetype, referred to as ‘the creator’. Brands that are springboards help these creators to be resilient and to reinvent themselves in the new normal. Examples of the springboard business model includes museums creating virtual tours and the Sydney Opera House broadcasting performances. What key strategic areas should be considered in the ‘new normal’? The research identified some key insights that all brands and businesses may want to consider when putting their future strategy together: • Health and safety. Protecting the physical and mental health and wellbeing of customers (and staff) has come to the fore daily. Consumers will expect increased attention to health awareness and sanitisation protocols at every touchpoint (which we’ve seen) and is already an essential part of business www.acp.edu.au info@acp.edu.au 07 3144 3680 The Australian College of Pharmacy MMR Stage One course benefits: • Complete online delivery - no face-to-face training • Complete the course in your own time from anywhere • Contains practice case studies • Bonus module “Building your MMR service” • Comprehensive feedback on your case studies from an experienced stage 2 assessor • Great value for money Student College member Non-member $258.60 $399.00 $844.90 TO PAGE 52 RETAIL PHARMACY • JUL 2020