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OCTOBER, Edition # 35, 2001
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ROLLO MANNING
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PHARMACY
STRUCTURE
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This is called the "social responsibility" of industry.
The Australian Pharmaceutical Manufacturers Association (APMA) and the Pharmacy Guild of Australia, have this week made significant moves towards showing they support community issues.
The APMA, at a spectacular dinner in Canberra, held in the National Museum, made two presentations under their newly established "Community Care" program to support Aboriginal Health Workers and Indigenous Doctors. The Pharmacy Guild announced grants to assist people from rural and remote parts of Australia with scholarships to assist pharmacy students with their expenses.
At a time when the bad news is high priority, it is good to see the two peak organisations for pharmacy interests showing a lead with spending to correct imbalance in opportunity brought about by the tyranny of distance.
Imagine if pooled together the amounts given throughout a year by individual manufacturers and retail pharmacists towards social issues.
The amount would be in the millions of dollars.
However there is a difference between local sponsorship where the return is through collaborative advertising, and contributions to social issues, which has no direct return but does enhance the standing of the donor in the eye of others.
Federal Parliamentarians, other pharmacy and Aboriginal health representatives, and the media attended the APMA dinner.
The announcement of community service awards at such a function can only enhance the standing of the organisation and it's members in the eyes of those that matter - the decision makers at the top level of the Government and its bureaucracy.
The past 10 months has been a tumultuous one for the APMA, the Minister for Health Michael Woolridge and the Pharmaceutical Benefits Advisory Committee and its members. The APMA have now shown they have a well-oiled PR machine that is able to attract the attention of those that matter, and astutely handles its relationship with "people in high places".
In a speech to the APMA dinner, unprepared, and in response to a tribute to his parliamentary career, Dr Michael Woolridge quoted an American President as saying that "if you want a friend in politics, get a dog".
The APMA Executive and the Guild heirachy would support this, but not always.
When things are going well there are plenty of friends.
The trouble is that when it is not all-well, they are few, and the enemies come out of the woodwork.
It is at the time when things are not well that a contribution to social development can swing support in favour of the organisation which has had the sense to promote social responsibility.
It is to be hoped the individual members follow the lead, and not always rely on collaborative advertising for return on investment in contributions to social issues.
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