October 07, 2009 13:18 ET

Yellow Pages Reports: Americans Kick Off Fall With a Trip to Local Pharmacy

BERKELEY HEIGHTS, NJ--(Marketwire - October 7, 2009) - As Americans prepare for cold and flu season, many will first visit their local pharmacies. According to the Yellow Pages Association (YPA), "Pharmacies" ranks 17th out of more than 4,000 headings and generates 129 million references annually, with the highest frequency coming in October and November.(1)

Cold and Flu season begins as early as October and can last through April. Consumers tend to load up medicine cabinets with allergy, cold and flu remedies beginning in October. Yellow Pages are one of the primary resources for consumers. In fact 90 percent of Yellow Pages users who refer to the Pharmacies heading followed up with a purchase with 19 percent of sales generated from new customers.(1)

In addition to October being the highest usage for the Pharmacy heading, it is also American Pharmacist Month, according to the American Pharmacists Association (APhA). The month-long observance is a time to recognize pharmacists' significant contributions to health care and the commitment to patient care in all practice settings from around the country. "Know your medicine, know your pharmacist" is the theme and core message of the month.

With the recent trend of ordering medications online, many consumers lose the pharmacist to consumer relationship that is so valuable. Medicines today have great power to heal and to improve the quality of life for millions of Americans. But medicines also may do serious harm if not taken correctly. This is where the role of the pharmacist is most important. The APhA recommends consumers should choose a pharmacist as carefully as choosing a physician and resources such as the Yellow Pages are a prime place to start. It is best to use only one pharmacy so all medication records are at one location. This allows for less risk of duplicating medicine or having one prescription interact harmfully with another.

"Pharmacists who know their patients and have their medication profiles on file will be aware of possible harmful drug interactions or allergies to certain drugs," said APhA Executive Vice President and CEO Thomas Menighan. "The pharmacist also will be able to discuss possible side effects; what foods, drinks, or activities that should be avoided while on a medication; what to do if you miss a dose; and a wide range of other helpful information."

"Pharmacies know that Yellow Pages advertising will reach the local consumer at the precise moment they are ready to make a purchase, thus generating qualified leads," said Larry Small, Director of Research for the YPA. These purchases, based on local Yellow Pages display ads, result in more than 175 sales per year and over $38,000 in sales revenue for pharmacies. In addition, the average return on investment received from these local display ads at the pharmacies heading is $11 of sales revenue for every $1 spent.(2)

For more information on Yellow Pages headings, visit http://www.ypassociation.org/.

(1) Knowledge Networks/SRI, June 2009

(2) CRM Associates 2008

About The Yellow Pages Association

The Yellow Pages Association (YPA) is the largest trade organization of a print and digital media industry valued at more than $31 billion worldwide ($14 billion in the U.S.). Association members include Yellow Pages publishers, certified marketing representatives (CMRs), and associate members (a group of industry stakeholders that include Yellow Pages advertisers, vendors, and suppliers).

About the American Pharmacists Association (APhA)

The American Pharmacists Association, founded in 1852 as the American Pharmaceutical Association, represents more than 62,000 practicing pharmacists, pharmaceutical scientists, student pharmacists, pharmacy technicians, and others interested in advancing the profession. APhA, dedicated to helping all pharmacists improve medication use and advance patient care, is the first-established and largest association of pharmacists in the United States. APhA members provide care in all practice settings, including community pharmacies, health systems, long-term care facilities, managed care organizations, hospice settings, and the uniformed services.

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