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Understanding Patient Satisfaction, Patronage Motives, Mark Understanding Patient Satisfaction, Patronage Motives, Mark

Understanding Patient Satisfaction, Patronage Motives, Mark - PowerPoint Presentation

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Understanding Patient Satisfaction, Patronage Motives, Mark - PPT Presentation

of Clinical Pharmacy Services in a Progressive Community Pharmacy Patterson BJ Doucette WR McDonough RP Urmie JM University of Iowa Iowa City IA Consumer adoption of a serviceoriented pharmacy model has been slow Two approaches to study consumer adoption include patronage motives and p ID: 361755

patronage pharmacy service satisfaction pharmacy patronage satisfaction service motives patient marketing loyalty services awareness percentages utilization motive represent sample

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Slide1

Understanding Patient Satisfaction, Patronage Motives, Marketing Awareness, Pharmacy Loyalty, and Utilization

of Clinical Pharmacy Services in a Progressive Community Pharmacy

Patterson BJ, Doucette WR, McDonough RP, Urmie JM

University of Iowa, Iowa City, IA

Consumer adoption of a service-oriented pharmacy model has been slow. Two approaches to study consumer adoption include patronage motives and patient satisfaction.

Patient satisfaction is a multidimensional construct that has been used to characterize pharmacy patrons, often as being satisfied.Pharmacy patronage motives, or reasons patrons choose a pharmacy, have identified convenience and efficiency as salient factors patients use in selecting pharmacies. While most literature has focused on dispensing, one might expect patronage motives and satisfaction expectations to change as pharmacy service-mix shift over time.

Describe and identify significant relationships amongst pharmacy service utilization, general and service-specific patient satisfaction, pharmacy patronage motives, and marketing awareness in a progressive, independent community pharmacy setting.

Objective

Introduction

Pharmacy patronage motives are associated with pharmacy utilization and loyalty. Most associations are positive between presence of patronage motive, utilization, and loyalty. However, there is evidence that shopping for unique services, such as vaccinations, may be negatively associated with pharmacy loyalty.

Conclusions

Patient Satisfaction

Acknowledgements

Financial support was provided through a grant from the Community Pharmacy Foundation: A Comprehensive Longitudinal Assessment of an Innovative Community Pharmacy Practice Grant #103, PI: McDonough RP.Student Pharmacists Zainab Khan and Megan Mormann assisted in data analysis.

A self-reported satisfaction questionnaire assessing overall patient satisfaction, patronage motives, service-specific patient satisfaction, service awareness, pharmacy loyalty, marketing awareness, and demographics was piloted and revised. A stratified random sample of 500 patients was created. Half of the sample was randomly selected from prescription dispensing records. Half of the sample was randomly selected using clinical service records.Open-ended survey items were thematically coded. Descriptive statistics, including percentages and means, were used for completion of aim one. Inferential statistics, including t-tests and chi-square statistics were used for completion of aim two.

Methods

Respondents were mostly satisfied. Significant associations with pharmacy loyalty were found with patronage motives, including relationships, quality previous experience, pharmacy atmosphere, personnel competency and unique services. While some argue that performing unique services should bring more customers in for other services providing transfer business, this may not be the case.Specific service awareness appeared to be influenced through marketing efforts, such as influenza vaccinations, cholesterol screenings, and adherence packing.Pharmacists could continue offering unique services but must go further in establishing relationships and demonstrating competency. Pharmacists should be very disciplined in marketing efforts via television and radio as these seem to only increase awareness and not utilization.This study may not generalize to other pharmacy settings. Also, selection, recall and social-desirability biases may influence the results of this study.

Sample Demographics

Variable

Respondents

PercentageMeanAge22068.6Female14564Chronic diseases present18682Number of prescriptions in last 30 days2154.8Number of OTCs in last 30 days2201.3Annual household income >75k11747Highest education is at least a college degree14865Aware of marketing efforts11450

Discussion

Marketing Awareness

Patronage Motives & Pharmacy Loyalty

Aware of marketing

Not aware of marketing

ServiceService Aware Service UnawareService AwareService UnawareDispensing53.90.945.20.0Compounding36.911.921.218.0Influenza Vacc53.51.440.14.6H Zoster Vacc22.629.514.727.2Pneumoc Vacc38.214.727.214.7Chol Screening37.814.721.220.7Dur Med Equip41.011.128.613.8Adherence Pkg19.425.816.621.2 n = 217; values represent percentages; x2 p-value < 0.05

ItemRespondentsPoorFairGoodVery GoodExcellentProfessionalism of the pharmacy staff 2280.00.43.528.967.1Pharmacy services overall2270.00.95.722.970.5Privacy of your conversations with the pharmacist 2102.46.214.831.445.2Pharmacist's efforts to help you improve health1921.02.121.435.440.1Availability of the pharmacist to answer questions 2240.00.46.325.467.9Pharmacist's ability to advise you about med problems 2210.50.95.429.963.3Amount of time the pharmacist offers to spend with you 2090.54.812.933.548.3Pharmacist's efforts to assure that your meds work for you1930.54.113.035.247.2How well the pharmacist answers your questions 2230.00.94.928.365.9Promptness of prescription service 2200.00.05.931.862.3values reported as percentages

ServiceAwarenessUtilizationAvg SatisfactionaDispensing92.587.63.73Compounding53.513.73.57Influenza Vaccination87.153.13.67Herpes Zoster Vacc34.910.43.56Pneumococcal Vacc61.014.13.76Cholesterol Screening54.45.03.10Durable Med Equip64.313.33.53Adherence Packaging34.015.43.71 n = 241; values represent percentages; a 0 = poor through 4 = excellent

Overall Patient Satisfaction (Selected Items)

Service-specific Patient Satisfaction

Visited another pharmacy Did not visit another pharmacyPatronage MotiveWith MotiveWithout MotiveWith MotiveWithout MotiveRelationships20.320.827.931.0Convenience13.727.417.841.1Ownership4.536.512.246.7Unique Service7.633.52.056.9Atmosphere2.039.18.150.8Competency1.040.16.652.3Reputation3.038.13.655.3Referral2.538.63.055.8Wait Time0.540.63.655.3Past Experiences 1.539.62.056.9n = 197; values represent percentages; x2 p-value < 0.05

Average Times Visited Study PharmacyPatronage Motive With Motive Without MotiveRelationships18.414.6Convenience16.316.6Ownership16.016.6Unique Service5.717.8Atmosphere21.816.0Competency16.616.5Reputation15.816.6Referral17.716.5Wait Time12.816.6Past Experiences25.216.2n = 219; t-test p-value < 0.05

Comparing Patronage Motive and Pharmacy Loyalty

Comparing Patronage Motive and Pharmacy Utilization

Patronage MotivePercentageRelationships43.6Convenience28.2Ownership15.4n = 219; values represent percentages

Top 3 Reported Patronage Motives