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Improving pharmacy performance through market orientation and the implementation of expanded pharmacy services
Grant Alexander Wilson1, Jason Perepelkin2, David Di Zhang3
1Hill & Levene Schools of Business, University of Regina, Canada.
Health Marketing Quarterly
|May 10, 2022
Summary
A market-oriented strategy boosts retail pharmacy performance by encouraging expanded services. This approach enhances professional and financial outcomes for Canadian pharmacies.
Area of Science:
- Pharmacy Management
- Health Services Research
- Business Strategy
Background:
- Limited research exists on market orientation's impact in retail pharmacy settings.
- Understanding market orientation is crucial for optimizing pharmacy operations and service delivery.
Purpose of the Study:
- To investigate the role of market orientation in implementing expanded pharmacy services within Canadian retail pharmacies.
- To examine the performance implications of market orientation and expanded service implementation.
Main Methods:
- Utilized a structural equation model to analyze relationships between variables.
- Collected data from Canadian retail pharmacies.
Main Results:
- Market orientation directly influences the implementation of expanded pharmacy services.
- Market orientation positively impacts professional performance.
- Expanded pharmacy services are linked to improved professional and financial performance.
Conclusions:
- A market-oriented strategy is vital for retail pharmacies aiming to enhance both professional and financial objectives.
- Implementing expanded pharmacy services, driven by market orientation, leads to dual performance gains.
Keywords:
Expanded pharmacy servicefinancial performancemarket orientationprofessional performanceretail pharmacyMore Related Videos
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