Social researcher Mark McCrindle will be unpacking the findings of The Healthy Futures Report 2016 in a headline APP 2016 session. Commissioned by the Pharmacy Guild of Australia, the report will provide insight into the consumer view on medicines: from complementary medicines to prescription medicines and consumer understanding of medication compliance and its importance. Mr McCrindle’s Friday morning session will cover the mega trends shaping the future of health care by exploring the perceptions Australians have of the health and medicines industry and attitudes towards e-health. APP chairman Kos Sclavos says all pharmacy owners and managers should attend this session to better understand their customers’ needs, both now and in the future. “Understanding what the trends are now and where we are going is fundamental to building a deep relationship with customers, which ultimately translates to loyalty and increased business,” Mr Sclavos said. “Mark will cover a range of areas, including the health implications of the key social and population trends; consumers’ trusted sources of advice on medicines, vitamins and supplements; the impact of technology, social media and online channels as information sources; perspectives on eHealth accessibility, engagement, privacy and convenience attitudes towards the provision of chronic therapy medication by a pharmacist; and behaviours and attitudes of Australians around missing prescribed medicine doses.” An award winning futurist, demographer, author and social commentator, Mr McCrindle has worked with more than 100 of the best known brands in the Asia Pacific region. Mr McCrindle is regarded as one of Australia’s foremost social researchers and has been featured on radio, and on television shows such as Sunrise, Today and ABC News 24.