Pdf File - Ontario College of Pharmacists

Stephen Mangos
Public Member
Chair, Communications Committee
I want to personally acknowledge all
pharmacists who display the Point of Care
symbol in their pharmacy windows.
Your participation has been a major contributor
to the success of the Point of Care Program.
The College commissioned questions in the June 2003
Ontario Reid Omnibus Survey by Ipsos-Reid Inc. to measure
the initial impact of the first run of the Point of Care television
commercial and current levels of public awareness of the
College. The survey also measured changes in public awareness
on areas such as pharmacists’ qualifications,
confidentiality, and drug and herbal product interactions.
The survey reveals significant results that clearly demonstrate
the momentum generated and the positive impact of
the program. Initial public awareness of the Point of Care
symbol (33%) and accurate awareness of the College of
Pharmacists and its role (27%) show that the media and
messages that we are using are working.
Yet much more needs to be done. You will see that the
public continues to have a diminished sense of risk in taking
or mixing over-the-counter medications (OTCs) and natural
health products (NHPs) without seeking advice from their
pharmacist. Over the next few years we also work to create
solid public awareness of the complete range of services that
pharmacists provide.
The data was statistically weighted to ensure the
sample’s regional and age/sex composition reflects that of
the actual Ontario population according to most recent
census data. Other than sizeable differences in awareness
levels between the sexes and ages of the respondents, as
noted below, there were no sizeable differences in responses
from people of varying financial or educational levels. For
this reason only noteworthy data is presented.
Our goal is to conduct research every 12-18 months to
measure the program’s success and to provide insight into
areas that need further attention.
The findings are presented here in colour:
2001 baseline in gray and the 2003 surveys in green.
Point of Care Symbol Recognition
(Aided Awareness)
• In the first two years, the program has
achieved a significant level of public recall for
the Point of Care symbol
• A third of all Ontarians report having seen the
symbol of which 70% accurately attribute the
symbol to pharmacy and/or the College
• 70% of the target audience also saw the
symbol at pharmacy locations or on educational
materials
• Recall of the symbol is notably higher among
416 vs. 905 residents (37% vs. 27%) yet less
between the larger urban vs. rural groups
(34% vs. 31%)
This strong level of recognition for the symbol is
largely attributed to the strong participation by
Ontario pharmacists displaying the symbol
prominently in their pharmacies
Pharmacy Connection March • April 2004 9