Taking Pharmacy and Your Pharmacy Association One Step Further

Taking Pharmacy and Your Pharmacy Association One Step Further

It’s an exciting time for pharmacy and everyone involved in the profession – if you’ve recently visited your community pharmacy that includes you. 

Pharmacists are more involved in the health of Ontarians than ever before: giving flu shots, offering smoking cessation programs, reviewing medications through the MedsCheck program, treating minor ailments like cough and cold, hosting clinic days on a range of topics from cardiovascular health to diabetes and seasonal allergies, and working on healthcare teams in physicians’ offices. Some of today’s pharmacists are even going into the community to offer services to those who need it most in low-income housing units, food banks, and shelters.

To keep pace with the many developments in the pharmacy profession, the Ontario Pharmacists Association recently embarked on a re-branding project. Although the former brand was strong in representing the voice of pharmacists in Ontario, it had not changed in over 20 years. Our members and stakeholders agreed that it was time to update the look and feel of the Association to better represent the profession, our members, and the public – people like you and me who benefit from having a pharmacist – all the while respecting the Association’s long-term strategic objectives and vision.

The most visible change we made was to our logo to better represent the role of pharmacists in a patient’s circle of care. We also dropped the apostrophe in our name to better convey our collective professional effort to improve health care in Ontario.

At the core of each successful brand is a promise. The Ontario Pharmacists Association’s new brand promise is “to be the patient’s champion, evolving the practice of pharmacy in Ontario.” From this promise, a new tagline was developed: “Advocating excellence in practice and care.” This tagline better highlights our advocacy work in both advancing the profession and helping pharmacists to better care for you and your loved ones.  

This means that the most important part of our re-branding exercise isn’t the look and feel of our new logo or even the tagline.  The most important part is reflected in the everyday actions of the pharmacists you encounter, as well as our Board, staff, members, and key stakeholders. Because, as the adage goes, strategy is not spoken about; strategy is lived. Every action of the Association will be geared toward giving life and meaning to our new brand promise: to champion on your behalf and, in doing so, continue advancing this exciting profession.

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