For more than 30 years Post Script Magazine (PS) has been the flagship publication for the Pharmaceutical industry. Post Script has evolved from a quarterly, to a bi-monthly publication and now, a full glossy monthly professional magazine for more than 35,000 of Australia's pharmacy assistants.
PS follows an issues-based editorial platform - special health features; health information; product news; columns from industry experts; training and education articles from official pharmacy; as well as career and personal development advice. But it's not all serious stuff; Post Script also contains a must-read lifestyle section covering travel information, book reviews, nutritional advice, recipes, and more!
The Brief
Post Script understood the need for their publication to engage pharmaceutical assistants in real time, so Capture was asked to
The Execution
Responding to demand
Based on existing research conducted via the Post Script magazine, we knew that pharmacy assistants like to interact, engage and share their experiences but there was nowhere online they could do this. So we developed a bespoke publishing and training platform to respond to this demand.
The editorial model for PSi is based on the existing magazine but the tone and personality of the brand is far more consumer in nature. This strategy is intended to deliver an experience that reflects the more conversational tone of lifestyle and fashion magazines as opposed to the industry based nature of the printed magazine.
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The Results
As a niche site, PSi users are highly engaged with the site. On average, visitors spend close to 10 minutes per visit and over 50% of users are return visitors who return 1-2 times a week.