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Obtaining a critical care pharmacist position: a marketing case study
T P Stratton1, B Wu, R S Nakagawa
1Faculty of Pharmaceutical Sciences, University of British Columbia, Vancouver.
The Canadian Journal of Hospital Pharmacy
|June 1, 1993
Summary
Pharmacy managers successfully advocated for a new intensive care unit (ICU) pharmacist position by employing targeted marketing strategies. This approach secured crucial funding despite hospital-wide budget cuts, highlighting effective resource allocation.
Area of Science:
- Health Services Research
- Pharmacy Administration
- Marketing in Healthcare
Background:
- Securing new clinical positions within hospital pharmacy departments can be challenging, particularly during periods of fiscal constraint.
- Effective resource allocation and strategic planning are critical for healthcare administrators to justify new roles.
- Marketing principles offer a framework for advocating for essential healthcare services and positions.
Purpose of the Study:
- To describe the application of marketing theory by pharmacy managers to secure a new intensive care unit (ICU) pharmacist position.
- To illustrate how strategic marketing can overcome financial limitations in healthcare settings.
- To demonstrate a successful model for interdepartmental collaboration and administrative advocacy.
Main Methods:
- Utilized market segmentation to identify key stakeholders (ICU nurses, critical care physicians, Nursing Administration, Hospital Administration).
- Employed target marketing by tailoring the value proposition of the ICU pharmacist role to each segment's needs (e.g., improved drug information for nurses, enhanced pharmacotherapy monitoring for physicians).
- Implemented a pull marketing strategy, generating support from key stakeholders to influence higher administration.
Main Results:
- Gained support from Nursing Administration and critical care physicians for the new ICU pharmacist position.
- Successfully advocated for the position to the Vice President of Nursing and subsequently Hospital Administration.
- Secured approval for the ICU pharmacist position by offering a cost-recovery mechanism through a half-time Drug Use Review (DUR) commitment.
Conclusions:
- Marketing theory provides a viable framework for pharmacy leaders to successfully advocate for new clinical positions.
- Strategic communication and stakeholder engagement are essential for navigating fiscal constraints and achieving departmental goals.
- The integration of clinical services with cost-recovery initiatives can enhance the justification for new healthcare roles.