Patient drug information and consumer choice of pharmacy

Abstract

Abstract Objective The purpose of this study was to investigate whether there is an association between the level of drug information provided in community pharmacies and business performance as measured by consumer satisfaction and consumer loyalty. Method After an initial qualitative phase and a pilot survey, a questionnaire was administered to 253 consumers in 10 high and low information provision pharmacies. Setting The study took place in community pharmacies in the Sydney metropolitan and Newcastle areas of New South Wales, Australia. Key findings There was no significant difference in the summed consumer scores of behavioural intention or consumer satisfaction between the two pharmacy types. However, this study showed that up to 41 per cent of consumers (n=182) currently patronising low provider pharmacies indicated a preference for a high information provider pharmacy given equivalent convenience and no preformed loyalties to a particular pharmacist. This represents a potential net shift of 24 per cent of consumers from low information provider pharmacies to high provider pharmacies. Conclusion This study provides initial evidence to show that the level of provision of drug information has the potential to increase consumer patronage and loyalty to a community pharmacy. The full implications of this should become more apparent as the number and convenience of high provider pharmacies increases and more low provider consumers are exposed to this type of pharmacy.