Patients' perceptions of pharmaceutical services offered by an ambulatory clinic pharmacy

The importance that patients place on various patronage motives and service offerings of an ambulatory pharmacy associated with a university hospital was studied. Questionnaires were distributed to 193 patients and 8 pharmacists employed at the pharmacy. The patient questionnaire contained a list of 13 patronage motives and 18 service offerings. Respondents rated the importance of each patronage motive in their decision to visit the pharmacy and their view of the importance of each pharmaceutical service offering on an anchored scale (1 = not important, 5 = very important). The pharmacist questionnaire included the 18 service offerings. Pharmacists rated their perceptions of the importance patients place on each service. The response rates were 52.8% for patients and 100% for pharmacists. Patients indicated acceptance of insurance plan, availability of prescription medication, and presence of a knowledgeable pharmacist as the most important patronage motives. Ability to call in refills by telephone and various interactions with the pharmacist were identified as the most important service offerings. The results showed congruence between the pharmacists' perceptions of important patient services and the importance patients actually place on the services. Understanding the importance of patronage motives and service offerings is necessary in the development of marketing activities to attract new patients and retain current patients.