Attitudes towards video communication for New Medicine Service at community pharmacies - A qualitative pilot study

New Medicine Service (NMS) is a community pharmacy service that can increase adherence among patients with a newly diagnosed chronic disease. NMS must be carried out by a pharmacist, which is a barrier for some pharmacy units with no pharmacist physically present. Video communication might be a way to overcome this barrier.

This study aims to explore both patients' and community pharmacy staff's attitudes of video-based NMS in a community pharmacy setting.

Semi-structured, telephone interviews were conducted with patients who have participated in video-based NMS. Focus groups with pharmacists who have carried out the video-based NMS and with staff that referred patients to the video-based NMS were conducted at community pharmacies. Thematic inductive analysis was used to analyse the interviews and focus groups.

In total, 10 patient interviews were conducted, along with one focus group with four pharmacists and one focus group with 10 referring staff. Three main themes emerged during the analysis: (i) Talking to a screen, (ii) content of the NMS, and (iii) tackling the technique. Patients reported that their questions for the pharmacists were the same as if the NMS had been face-to-face. Pharmacists felt that they appeared more professional on video and that non-medical related conversation was reduced compared with ordinary face-to-face NMS. The referring staff either preferred referring to a video-based NMS over an ordinary face-to-face NMS or had no preferences.

Both patients and pharmacy staff had a positive attitude towards the video-based NMS, the content of the NMS and the performance of the IT-system. The consulting time was reduced for video-based NMS compared to face-to-face NMS, but that did not affect the medical related content of the NMS, which indicates that video-based NMS is possible without compromising the health related content.