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A characterization of the current communication patterns in Danish community pharmacies - an observational study
Susanne Kaae1, Anna Mygind, Sahdia Saleem
1Department of Pharmacy, Faculty of Health and Medical Sciences, Copenhagen University, Universitetsparken 2, 2100 København Ø, Denmark.
Research in Social & Administrative Pharmacy : RSAP
|November 8, 2012
Summary
Customer interest in pharmacy counseling varies significantly. Pharmacy staff should tailor communication strategies based on customer demographics and medicine type for improved engagement.
Area of Science:
- Pharmaceutical Sciences
- Communication Studies
- Health Services Research
Background:
- Community pharmacies aim to expand services through customer counseling.
- Limited customer interest presents a challenge to effective counter-based counseling.
- Understanding communication dynamics is crucial for service enhancement.
Purpose of the Study:
- To characterize pharmacist-customer communication patterns.
- To inform future communication models and studies in community pharmacies.
- To identify factors influencing counseling interactions.
Main Methods:
- Structured, non-participant observations in five Danish pharmacies.
- Observation of 100 random pharmacist-customer encounters.
- Data collected on encounter type, medicine, customer age, and gender.
Main Results:
- Staff initiated 60% of interactions, with 38% of customers declining.
- 26% of encounters lacked any medicine-related communication.
- Customer interest varied by medicine type and significantly by age and gender, more so than staff encouragement.
Conclusions:
- Customer interest in counseling is not uniform and varies significantly.
- Pharmacy staff need to consider individual customer factors (age, gender, medicine) for effective communication.
- Optimizing communication requires adapting to varying customer engagement levels.
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