在面向公众的卫生媒体中分析药剂师的代表性:洞察力和影响
Alessandra S Gessl1, Nils Brodtka2, Jianan Zhao2
1LMU Munich School of Management, Ludwig-Maximilians-Universität (LMU) München, Munich, Germany; Institute for Medical Information Processing, Biometry, and Epidemiology (IBE), Faculty of Medicine, Ludwig-Maximilians-Universität (LMU) München, Pettenkofer School of Public Health, Munich, Germany.
Research in social & administrative pharmacy : RSAP
|December 21, 2023
概括
社区药剂师在消费者印刷媒体中代表性不足,错过了营销机会. 在媒体上提高知名度可以教育公众了解不断变化的药剂师角色和专业知识.
科学领域:
- 卫生沟通健康沟通
- 药品营销 药品营销 药品营销
- 媒体研究 媒体研究
背景情况:
- 营销对社区药房至关重要,但它对消费者行为和药房价值的影响还未得到充分研究.
- 关于社区药房营销策略的有效性的证据有限.
- 这项研究调查了药剂师在以消费者为导向的印刷媒体中如何出现在营销目的中.
研究的目的:
- 分析与健康相关的印刷媒体中社区药剂师的专业代表性.
- 为了比较药剂师与其他医疗保健专业人员的代表性.
- 探索医疗保健研究的新型面向消费者的数据来源.
主要方法:
- 在一家领先的消费者医疗印刷杂志上进行了探索性定性内容分析.
- 根据专业角色,内容类型,语音深度和人口统计数据,提取并编码了328段文本.
- 分析的重点是确定和量化不同卫生专业人员的代表性.
主要成果:
- 医生 (42%) 和研究人员 (19%) 是最常被引用的,而药剂师占直接引用的14%.
- 只有1%的文本引用了护士.
- 男性专业人士被引用的次数几乎是女性的两倍,尽管图像显示了更多的性别平衡.
结论:
- 药剂师在印刷媒体营销中的代表性很低,这意味着营销和公众教育的机会被错过了.
- 利用印刷媒体,特别是社区药房,可以提高公众对药剂师专业知识和不断变化的角色的认识和认知.
- 需要对各种媒体类型中药剂师代表性的进一步研究,以了解国际公众的看法.
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