CASE STUDY 1
IN THE MEDICINE CABINET
Challenge: Produce, write and host a consumer pharmacy and health radio program for the San Francisco audience.
Dr. Bernstein on air, "In The Medicine Cabinet"
Solution: In The Medicine Cabinet was produced by UCSF pharmacist, Dr. Linda Bernstein, as a weekly Sunday morning radio interview program on KFRC, KABL and KSFO. Initially, the program aired at 5:30 am, but once Dr. Bernstein obtained sponsors, it was moved to 7, and eventually 8 am. The initial sponsor was Merrills Drugs and then, for most of the ten years the sponsors were Long Drug Stores and Alka Seltzer Plus Cold Medicine (Miles Laboratories). Each week Dr. Bernstein conducted a 30 minute interview with a "member of her cabinet of experts" on a wide range of pharmacy, health, medical and wellness topics. Guests included clinicians, researchers. authors, legislators and newsmakers.
Result: The program ran for over ten years and 400+ programs. In The Medicine Cabinet received awards from the American Heart Association and became a ground breaking program as one of the first radio programs to be hosted by a pharmacist. Click here to see a feature article about the program from American Druggist Magazine, entitled, "On The Air with Linda Bernstein".
“One of my goals is to promote the image of the pharmacist as a well-educated health care professional. Another is to educate the public about the proper use of OTC and prescription medications. Consequently, I try to feature pharmacists on the show as often as possible.”
CASE STUDY 2
YOUR CONSUMER PHARMACIST
Challenge: Produce, write and host a series of vignettes for broadcast on KTVU Channel 2 in Oakland/San Francisco to promote the safe and effective use of medicines.
Your Consumer Pharmacist on KTVU
Your Consumer Pharmacist pamphlets for Thrifty Drugs
Solution: UCSF pharmacist, Dr.Linda Bernstein produced, wrote and hosted 52, one minute vignettes called, Your Consumer Pharmacist, on a whole range of topics to promote good medication-taking practices, health and safety. The programs were broadcast weekly within the KTVU News breaks and were sponsored by Longs Drug Stores.
Result: Your Consumer Pharmacist ran for a year on KTVU, and was adapted for radio and as a series of 20 pamphlets for Thrifty Drugs. It was a Finalist in the Public Service Announcement Category of the International Health and Medical Film Festival. (1994)
CASE STUDY 3
SAFEWAY PHARMACY
Challenge: Safeway Pharmacies were beginning to promote their business and needed a behind the scenes planner as well as spokesperson.
Safeway Pharmacy Spokesperson
Promotional video for Safeway Kids Club
Host of Safeway Health Network 2000 on KRONTV
Ask Your Safeway Pharmacist segments for KRONTV
“TV Spots Highlight Safeway Health Role: Safeway has created a series of TV spots that function as public-service announcements but also identify the chain’s pharmacies as a health care destination. “Ask Your Safeway Pharmacist” 30-second educational vignettes featuring Safeway’s Linda Bernstein... are 26 installments, and they will run more than 100 times during KRON news shows, morning talk shows and prime time programs.”
Special Safeway Pharmacy Calendar with medication-taking tips and Medication Record by Dr. Bernstein
Solution: Dr. Linda Bernstein was hired as Manager of Marketing and Promotions and Media Spokesperson. She developed a wide range of multimedia educational offerings to not only promote pharmacy services, but educate the public.
Result: Dr. Bernstein developed the "Ask Your Safeway Pharmacist" and "Safeway Pharmacist Dr. Linda Bernstein Talks About..." themes which were adapted for Safeway's weekly newspaper, website, and a series of radio and 26 KRON TV segments that ran locally and nationally. Other educational materials and promotions included messaging on the back of Oats and Almonds Cereal, distribution of her book, The Family Health and Safety Guide, calendars with seasonal tips, a kids club (See Children Case Studies) and articles in Safeway Magazine. Dr. Bernstein also appeared on The Home Show to discuss use of medicines in children. A special program was also produced for KRON TV entitled, Health Network 2000 that promoted healthy eating and pharmacy services. (See Consumer Montage)
Dr. Bernstein's book was especially adapted and distributed by Safeway Pharmacies. 50,000 copies given out to customers.
Dr. Bernstein's column weekly Safeway newspaper
The back of Safeway Oats and Almonds Cereal featuring educational tips by Dr. Linda Bernstein.
See Milestones & Testimonials for Analyst Comments about this unique use of space.
CASE STUDY 4
FAMILYWIZE.ORG AND NPCIE CAMPAIGN
Challenge: FamilyWize.org, the provider of a drug discount card, and the National Council on Patient Information and Education partnered to celebrate Talk About Your Medicines Month in October, 2015. They needed a pharmacist spokesperson to represent the campaign and serve as a writer to create collateral materials that addressed the safe, effective and economical use of medications.
Solution: Dr. Linda Bernstein became the media spokesperson, pharmacist expert and writer for the campaign. Her responsibilities included interviews with local and national news and information television and radio media and writing an e-book entitled, "Live Healthy. Live Smart. A Guide to Smart, Safe Prescription Use and Savings."
KTVU Mornings on 2
PIX 11, New York
E-Book
Result: Dr. Bernstein was interviewed by KTVU Oakland/San Francisco Mornings on 2 program, PIX 11 Morning News, and ABC 7 New York. She was also interviewed by the Rehabilitative Medicine Show on Doctors Radio, by Dr. Jonathan Whiteson and Southbay Sunday Radio Program. See Consumer Demos for the interviews.
CASE STUDY 5
THE COSTCO CONNECTION MAGAZINE
Challenge: Dr. Bernstein was engaged to be a regular contributor to The Costco Connection monthly magazine for its executive members. The Connection has a circulation of around 14.3 million copies per edition, up from 12.2 million in 2016, as Costco has grown its executive membership program. That makes it America's fourth-highest distributed magazine behind two AARP publications and Parade, the publication distributed in Sunday newspapers, according to leading magazine auditing firms. Costco's magazine, which averages around 140 pages a month, is also available for non-members for free online and through an app. The challenge is how to make the articles engaging, informative, non-biased and do so in 400 words or less.
Solution: Dr. Bernstein used her decades of experience as a consumer medical writer and pharmacist to create a series of articles that appears in the magazine several times a year on a wide range of topics including heart disease, allergy, flu vaccines, medicare enrollment, smoking cessation, mental health issues and COVID-19 and more.
Here are some examples:
April 2019: Right back achoo. Dealing with seasonal allergies.
June 2020: Sun shy. Some medications may make your skin more sensitive to the sun.
December 2020: Time to quit. COVID-19 is another reason to stop smoking.
March 2021: Constant caring. Ensure the emotional health and well-being of family members during the pandemic.
CASE STUDY 6
Dr. Linda TV - Talk about Your MediCines Month
Challenge: Develop multimedia educational materials and social media to populate and promote the Needy Meds/Be Med Wise (https://www.bemedwise.org/talk-about-your-medicines-month/) "Talk About Your Medicines Month" Campaign during American Pharmacy Month, October 2021.
Solution: Using our Dr. Linda TV - Best of Health! website and social media channels we honored "Talk About Your Medicines Month" in a variety of ways.
We produced two new videos (Themes 1 and 2) with corresponding blog articles that mentioned the Talk About Your Medicines campaign within them. We posted these programs and materials to our website, www.DrLinda.TV.
We posted the videos to our YouTube Channel (see links below) and to our Podcast Channel. We publicized them in our social media (Facebook, Twitter, Instagram).
We listed the two videos chosen by the organization to highlight during October (Themes 3 and 4), and their associated podcasts and blogs along with suggested social media copy.
Campaign elements:
THEME 1 - KNOW YOUR MEDICINES - VIDEO, PODCAST, BLOG AND SOCIAL MEDIA
KNOW YOUR MEDICINE: THE VIDEO
https://youtu.be/tqCAEUkYNFQ
KNOW YOUR MEDICINE: THE VIDEO - SOCIAL MEDIA COPY
For Talk About Your Medicines Month, Pharmacist @DrLindaTV recommends to Know Your Medicine before you take it. #TAYMM https://youtu.be/tqCAEUkYNFQ
KNOW YOUR MEDICINE: THE PODCAST
https://podcasts.apple.com/us/podcast/know-your-medicine/id1573462918?i=1000537176639
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MEDICATION LABELS DON'T TELL THE WHOLE STORY: BLOG
https://www.drlinda.tv/blog/medication-labels-dont-tell-the-whole-story
MEDICATION LABELS DON'T TELL THE WHOLE STORY: THE BLOG - SOCIAL MEDIA COPY
A recent survey found that 88 percent of respondents found current medication labels confusing. @DrLindaTV offers tips on how to get informed about the medication you are taking. #TAYMM https://www.drlinda.tv/blog/medication-labels-dont-tell-the-whole-story
THEME 2 - KNOW YOUR PHARMACIST - VIDEO, PODCAST, BLOG AND SOCIAL MEDIA
KNOW YOUR PHARMACIST: THE VIDEO
https://youtu.be/-FdviV3NjyI
KNOW YOUR PHARMACIST: THE VIDEO - SOCIAL MEDIA COPY
For Talk About Your Medicines Month, @DrLindaTV says it’s good to Know Your Pharmacist #TAYMM https://youtu.be/-FdviV3NjyI
KNOW YOUR PHARMACIST: THE PODCAST
https://podcasts.apple.com/us/podcast/know-your-pharmacist/id1573462918?i=1000537177370
WHAT YOUR PHARMACIST CAN DO FOR YOU...WHAT YOU CAN DO FOR YOUR PHARMACIST: THE BLOG
https://www.drlinda.tv/blog/what-your-pharmacist-can-do-for-you
WHAT YOUR PHARMACIST CAN DO FOR YOU...WHAT YOU CAN DO FOR YOUR PHARMACIST: THE BLOG - SOCIAL MEDIA COPY
Pharmacists are more than just pill dispensers. They’re one of your best healthcare resources. @DrLindaTV talks about what pharmacists do for us, and what we can do for them. #TAYMM https://www.drlinda.tv/blog/what-your-pharmacist-can-do-for-you
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THEME 3 - HOW TO AVOID DRUG INTERACTIONS - VIDEO, PODCAST, BLOG AND SOCIAL MEDIA
HOW TO AVOID ADVERSE DRUG INTERACTIONS: THE VIDEO
https://bit.ly/drle3
HOW TO AVOID ADVERSE DRUG INTERACTIONS: THE VIDEO - SOCIAL MEDIA COPY
Dr. Linda talks about how to avoid adverse drug interactions. DrLindaTV describes the four main types of drug interactions to be aware of and the best ways to prevent them. https://t.co/tngy8D5SSe?amp=1
HOW TO AVOID ADVERSE DRUG INTERACTIONS: THE PODCAST
https://podcasts.apple.com/us/podcast/dr-linda-podcast-best-of-health-how-to-avoid-adverse/id1573462918?i=1000527539863
MEDICATION MISUSE - THE OTHER DRUG PROBLEM: THE BLOG
https://www.drlinda.tv/blog/medication-misuse-the-other-drug-problem
THEME 4 - GENERIC VS. BRAND MEDICINES - VIDEO, PODCAST, BLOG AND SOCIAL MEDIA
GENERIC VS. BRAND MEDICINES: THE VIDEO
https://bit.ly/drltvytgen
GENERIC VS. BRAND MEDICINES: THE VIDEO - SOCIAL MEDIA COPY
Generic medicines could save you money but are they the right choice? Do they work just as well and are they safe to take? @DrLindaTV compares generic vs. brand-named medicines and why in rare circumstances generics are not recommended. https://www.youtube.com/watch?v=byQsuq11CyM&t=2s
GENERIC VS. BRAND MEDICINES: THE PODCAST
https://podcasts.apple.com/us/podcast/generic-vs-brand-drugs/id1573462918?i=1000534122339
5 QUESTIONS TO ASK ABOUT YOUR GENERIC MEDICINES: THE BLOG
https://www.drlinda.tv/blog/5generics
5 QUESTIONS TO ASK ABOUT YOUR GENERIC MEDICINES: THE BLOG - SOCIAL MEDIA COPY
Generic medicines can save you money but are they the right choice for you? @DrLindaTV gives you 5 questions to ask about generic medicines to ensure you are getting the best product possible in terms of efficacy, safety, and cost. #HealthyLife #PharmacistsMonth https://www.drlinda.tv/blog/5generics
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HERE ARE EXAMPLES OF OUR SOCIAL MEDIA POSTINGS:
Twitter:
https://twitter.com/DrLindaTV/status/1443968994478891010?s=20
Facebook:
