The Australian Medicines Industry

The Australian Medicines Industry (the Industry) is committed to supporting the health and wellbeing of Australians, addressing specific issues related to health and driving an effective response. It makes the medicines and vaccines that save lives, reduce pain and prevent disease.

Consumer understanding of the Industry has, however, been historically low and perception of the Industry has often been one of mistrust.

In January 2012, Medicines Australia, the representative Industry association, invited SenateSHJ to provide a communications solution to build awareness of the industry and its contribution to the nation’s health.

The task was threefold – to build a campaign that would:

1. Help improve health literacy among Australians
2. Profile important health issues
3. Showcase the ways in which the Industry was working to address these.

To do this, we needed to create a campaign that spoke not only of the role of the Industry in a way that resonated with the general public, but would deliver media cut through over a sustained period.

We recommended a three-phased campaign that would reach the general public, while engaging key advocacy groups and employees of member companies along the way. Raising awareness among these stakeholders about the valuable role the Industry plays in the health and wellbeing of Australians was critical to improving the Industry's reputation and debunking misperceptions.

By making the campaign and messages relevant to the interests of individual Australians, and by employing a phased approach, the program provided strong media cut through at each stage. We aimed to generate at least 200 pieces of coverage, and reach a minimum audience of 3 million over a 12 month period.

Phase 1 Phase 2 Phase 3

Medicines Milestones

Facing the Health of Australians

A focus on Australia’s medicines milestones over the past decade, demonstratingthe huge progress and commitment by the Industry to research and development 

A focus on the national views of Australians in relation to their health, that of their families and the role of medicine in the prevention and treatment of disease

Launch of preliminary findings, focused firmly on dementia as one of Australia’s top health fears  - raising awareness of the disease and highlighting what the Industry is doing to better understand, treat and ultimately beat dementia

Launch of the full report which focused on the diabetes deluge within Australia. This was supplemented with spotlighting a further range of diseases of our time and supplemented with information on the contribution of the Industry to beating each of these diseases

The resulting Medicines Milestones initiative and Facing the Health of Australians campaign was an overall success and far exceeded expectations. Coverage reached over 9.9 million Australians through more than 1200 pieces of media coverage including online channels, clearly demonstrating the commitment and contribution of the Industry to the nation’s health and wellbeing.