The Pharmacists’ Defence Association (PDA) has appointed 89up as it's integrated marketing and strategic agency, to work across digital, social and PR. PDA is a not-for-profit organisation and trade union for pharmacists across all sectors of pharmacy in the UK, with over 28,000 members.

PDA is seeking to engage with policy makers, pharmacists, other healthcare professionals and wider stakeholders to provide a unified and cohesive proposal for the future of pharmaceutical services. With the National Health Service under massive pressure and the current system pushing healthcare professionals to work hard but not smart, PDA believes it is time to radically re-engineer the primary care system and maximise the role of the pharmacist.