Rangi Paige, Marra Carlo, Scahill Shane, Anwar Mudassir
School of Pharmacy, University of Otago, Dunedin, New Zealand.
School of Pharmacy, University of Auckland, Auckland, New Zealand.
J Pharm Pract. 2024 Jun;37(3):712-721. doi: 10.1177/08971900231177201. Epub 2023 May 16.
Promotional videos are an effective means of marketing products or services in this era of social media. However, little is known if such videos can be a useful tool to promote pharmacy services. To assess the impact of promotional videos on public awareness of the health services provided by New Zealand pharmacists. This experimental study used an online questionnaire and promotional videos developed by the Pharmaceutical Society of New Zealand as an intervention to assess the public's perspectives about pharmacy services before and after the intervention. The survey was sent out to 1 127 randomly selected members of the public aged 18 and above from all over New Zealand. Data were analysed using descriptive statistics and thematic analysis. A total of 313 participants completed the survey. The majority (95.8%) had not heard of the promotional videos before. However, 84.3% found the videos informative and nearly three-quarters (74.1%) reported a change in their perception of pharmacy services after watching the video. Similarly, 63.2% reported that they or a family member would be more likely to visit a pharmacy in the future after watching the promotional video. Less than half (40%) of the participants reported that the videos were too long and only 11.5% found them boring. The PSNZ videos were found to be an effective tool for educating New Zealanders on different pharmacy services and the pharmacy profession, however, there is a need to choose the advertising platform carefully so as to enhance the coverage.
在这个社交媒体时代，宣传视频是营销产品或服务的有效手段。然而，对于此类视频是否能成为推广药房服务的有用工具，人们却知之甚少。为了评估宣传视频对公众对新西兰药剂师提供的健康服务的认知的影响。这项实验研究使用了一份在线问卷，并将新西兰药学会制作的宣传视频作为干预措施，以评估公众在干预前后对药房服务的看法。该调查被发送给从新西兰各地随机挑选的1127名18岁及以上的公众成员。数据采用描述性统计和主题分析进行分析。共有313名参与者完成了调查。大多数人（95.8%）之前没有听说过这些宣传视频。然而，84.3%的人认为这些视频内容丰富，近四分之三（74.1%）的人表示观看视频后他们对药房服务的看法有所改变。同样，63.2%的人表示，他们或家庭成员在观看宣传视频后，未来更有可能去药房。不到一半（40%）的参与者表示视频太长，只有11.5%的人觉得视频无聊。人们发现新西兰药学会的视频是教育新西兰人了解不同药房服务和药房职业的有效工具，然而，有必要谨慎选择广告平台，以提高覆盖面。
