Pharmacy Administration - Unit 2

Patient care is ___ in the U.S. - generalists, specialists, hospitals, health systems,  nursing homes, home care, etc

fragmented

what policy says care must be “safe, effective, patient-centered, timely, efficient, and equitable”?

2001 Report from Institute of Medicine – Crossing the Quality Chasm

what policy cites patient-centered care but some lack of clarity on what this means to implement shared-decision making?

Affordable Care Act

What is the belief of patient-centered focus that medicine has lost?

The Planetree Model - Angelica Thieriot

What are the 10 components of the Planetree Model?

1. Human Interaction and Relationship-Centered Care

2. Architectural and interior design

3. Food and nutrition

4. Patient and family education

5. Family, Friend and Volunteer involvement

6. Access to Information

7. Spirituality and Cultural Diversity

8. Human touch

9. Healing arts

10. Complementary/ alternative therapy

    •Healthy communities

    •Healing Environments

What year was the Planetree founded?

1978

Number of Plantree (patient-centered care hospitals) in 2023?

104

What are the 8 Picker Principles of Person- Centered Care?

•Fast access to reliable healthcare advice

•Effective treatment by trusted professionals

•Continuity of care and smooth transitions

•Involvement and support for family and carers

•Clear information, communication and support for self-care

•Involvement in decisions and respect for preferences

•Emotional support, empathy, and respect

•Attention to physical and environmental needs

Define patient-centered care as per the Institute of Medicine

Providing care that is respectful of, and responsive to, individual patient preferences, needs and values, and ensuring that patient values guide all clinical decisions

how to provide patient-centered care?

Patient advocacy:

• MTM

• explore Tx options

• manage chronic dx’s

• unify care across all providers

• educate pts on ins. coverage and drug costs

• prepare pts for discussion w/ physician

• RPh ensure pt engaged in own care

• Physicians and RPh’s working together

• use of tech.

What entails the current pharmacy practice model?

• HC professionals tend to do things they’re familiar with

• care delivered in silos

• info is not shared

• communication among providers, RPh’s and pts

• MTM

CPESN (Community pharmacy enhanced services networks)

• clinically integrated network of community pharmacies across US

• coordination of pt care across conditions, providers, settings, and time to improve pt care and dec. overall healthcare costs

What is marketing?

art and science of choosing target markets and getting, keeping and growing customers by:

• creating, delivering and communicating superior customer value

What are marketing’s key priorities?

1. identify new priorities

2. promote new products/services/programs

3. attract customers

4. retain customers and build loyalty

5. fulfill requests and orders

what is a need?

basic human requirements for health, safety and well being

What is a want?

not required for survival but a desire for specific satisfier of a need

what is a demand?

a want supported by willingness and ability to pay

what is a negative demand?

major part of market dislikes/does not want product/services

eg paying for med. for a disease a pt has

eg of when is demand > need

eg HCQ demand > HCQ need

eg of when demand < need

eg 1: rural community with lack of accessibility

eg 2: lack of oncologists to screen cancer pts

EXAM: Kotler’s 5 Competing Concepts

1. PRODUCTION: product readily available/low price

2. PRODUCT: quality, performance, innovative

3. SELLING: sales & promotions to coax purchases of things consumers might not normally make - “stack it high and let it fly”

4. MARKETING: focus on needs of buyer and creating, delivering and communicating customer value - consumer/pt focus

5. SOCIETAL MARKETING: focus on preserving or enhancing consumer’s and society’s well-being (analogous to solar panels or electric cars)

what are 4 ways to obtain product or service?

1. Exchange/Barter: obtaining product by offering something in return

2. self-production: eg 3D printing

3. coercion/force/theft

4. begging/Public Welfare

what is a transaction?

trade of values b/w 2 or more parties; Give - Get concept

What are the 4 primary “P”s of Marketing?

1. Product

2. Price

3. Place

4. Promotion

what are other “P'“‘s to consider in the marketing mix per Kotler?

Positioning

Participation

People

Why is marketing pharmacy important?

1. pharmacy evolution from a product to focus → patient focus

2. Need to build Supply and Demand for new pharmacy services

3. Marketing = critical to successful evolution of profession → advocacy component

4. Innovating pharmacy services = help optimize pt outcomes

what is a product?

• goods, services or ideas offered by organization to meet pt’s needs

• any item of value to somebody

what is price?

what consumer has to give up or sacrifice to obtain a product or service

What is price based on?

• cost to produce, distribute and sell

• reasonable profit for effort and risk

• equivalence to competitor’s prices

• demand for the product

• target market’s perception of product benefits

what is a Loss Leader?

product offered at a loss for the purpose of increasing sales in other areas (eg Costco whole chicken sold for 5$ to gain more purchases throughout)

What are Pricing Strategies?

1. Cost-Plus Pricing = cost + markup (eg bought for 1$, gonna charge 2$ (1$ markup)

2. Value-based pricing (not product-based pricing)

3. Competitive pricing (eg match prices at different competitors)

4. Discount pricing: purpose = increase sales

5. closeout pricing: deep discount to clear inventory

6. membership pricing: benefits to membership (eg freemium = discounts on gas); (premium = charge for membership, in return get coupons)

7. Loss-Leader pricing: eg costco whole chicken for 5$

8. Psychcological pricing: $19.99 = better than $20

9. Bundlin & Quantity discount pricing

What is Place?

• Purposeful set-up, placement of products, service access to consumers (eg pharmacy inside grocery store)

• location location location!

• enhancing pharmacy patient access (eg pharmacies in clinic, 24 hr pharmacies, drive-thru pharmacy windows, medication delivery services, med. delivery services, drug dispensing machines

What is promotion?

• strategies to make customers/pts aware of goods/services

• to inform, remind and persuade/induce action

what are the 4 Primary Methods of promotion?

1. Advertising

2. Publicity

3. Sales Promotion

4. Personal Selling

what are the key components of pharmacy marketing Branding and Positioning?

1. Create unique pharmacy brand identity

2. Differentiating your pharmacy from competitors

3. Develop strong value proposition

Define positioning, participation and people (additional P’s of Marketing)

Positioning: process used to create an image, logo, or brand for your company

Participation: actively engaging one’s customer base through dialogue

People: type of people the organization employs and how they perform and behave

What is Branding?

• falls under Positioning

• “name, term, sign, symbol, slogan or logo design” to identify and differentiate an organization

• Meet objectives:

  • delivers your message clearly

  • confirms your standing in marketplace

  • connects potential customers emotionally

  • motivates buyer

  • inc. loyalty and trust

  • connected to your culture

What are other P’s of Marketing?

• PROCESS: method where service created, produced or delivered

• PRODUCTIVITY: transforming service input into outputs (inc. efficiency) [eg fast fill]

• QUALITY: service meets needs, wants and expectations of customers [eg accurate fill such as pill count]

• PHYSICAL EVIDENCE: appearance of physical envir. where service delivered

what are other concepts in marketing related to customer service?

•Expectation

•Satisfaction

•Quality

•Value

•Loyalty

•Relationships

what are expectations?

•Expectations: internal customer STDs for eval. product or service

• desired service lvl: hope to receive

• adequate service lvl: minimum accepted

• predicted service lvl: most likely to receive

• zone of tolerance: difference b/w adequate and desired

what is satisfaction, and the 3 sub definitions?

•Satisfaction: person’s feeling of pleasure from comparing product’s perceived performance to pt’s expectations

• negative disconfirmation: performance is worse than expected

• confirmation: performance = expectations

• positive disconfirmation: performance exceeds expectations

what is quality?

•Quality: superiority or excellence

• Objective Quality: measurable or verifiable superiority based on predetermined standard

• Perceived Quality: consumer assessing overall pt experience

what is value?

•Value: perceived benefits vs perceived costs

• ↑ value by ↑ benefits or ↓ costs

• if: ↑ costs, need to ↑ benefits to offset ↑ costs (eg disease cure)

What is loyalty?

loyalty to product or service

how to do relationship marketing?

• mutual benefit of both parties

how to attract, build and maintain customer relationships

• make realistic customer promises

• enable employees to deliver on promises

• keep promises to customers when delivering products or services

• remember every service encounter is a relationship building opportunity

key components of pharmacy marketing target audience identification

• understand your customers:

  • age

  • income

  • lifestyle

  • health records

• segmenting the market

  • indiv. vs group needs (e.g. seniors, parents, chronic pts)

what does a pharmacy advertise?

•Dispensing prescription medications

•Over-the-counter (OTC) products

•Health and wellness services

• Immunizations

• Consultations

• Screenings

•Non-medication services

• Delivery

• Medication synchronization

What are Marketing Channels and Tactic methods?

• in-store promotions and displays

• local advertising (flyers, posters, radio)

• networking w/ MDs and HCP’s for referrals

• sponsorships and community involvement (eg health fairs)

what are marketing channels and tactics using digital marketing, apps and telehealth services?

• social media

• developing a professional website and online presence

• email marketing for promotions, newsletters and health tips

• search engine optimization (SEO) for better online visibility

• online reviews and customer feedback management

• telepharmacy consultations

• mobile apps for convenience and pt engagement

• telemedicine collabs w/ HCP’s

what are marketing channels and tactics using Customer Relationship Management (CRM)?

• build long term relationships through personalized services

• importance of excellent customer service and patient satisfaction

• use CRM tools to track and nurture patient interactions

important things to consider when making Legal and Ethical Considerations in Pharmacy Marketing?

• advertising guidelines and restrictions in pharmacy industry

• HIPAA

• rules about drug promotion and sales (esp. controlled substances)

What are Key performance indicators (KPI) in measuring the success of marketing efforts?

• sales growth and revenue targets

• customer acquisition and retention rates

• customer satisfaction surveys and feedback

• digital analytics:

  • website traffic

  • social media engagement

  • conversion rates

EXAM: Marketing is ____ and advertising is _____

Marketing is__earned__ and advertising is __bought__

what is Brand?

Brand: your reputation, how you are viewed by the market

what is Marketing?

Marketing: how you show up to build that brand

what are the pros/cons to traditional marketing (ie the “real world”?

pros:

• staying power/lasts a while

• target local

• “tried and true”

cons:

• pricier

• data collection = difficult

• staying power/lasts a while

what is the pros/cons to digital marketing (ie “online world”)?

pros:

• interactive

• digital, thus automation

• GET ALL DATA & real time results

cons:

• competition

• being found

• security

• reliance on borrowed platforms

what is the difference b/w borrowed media vs owned media?

• owned:

  • your website

  • your blog

  • your email list

  • your app

  • your podcast

  • your physical premises

• borrowed:

  • social media channels

  • radio show

  • column you write in a publication

  • CE you do for free FreeCE.com

Have a strong presence on borrowed media that refers to your owned media and business systems

what is the difference b/w Paid and Earned Media?

●Paid

• Traditional advertising: radio/audio ads, print, outdoor ads, video ads

• Digital: social, banner/display ads, SEM (PPC, shopping)

• Influencers

●Earned

• word of mouth

  • sharing a story about a brand

  • sharing content

  • reviews and testimonials

  • UGC: User Generated Content

• Press and publicity

• Guest appearances: podcasts, videos, radio shows

What is Search Engine Optimization?

marketing STRATEGY to ensure people looking for your products and services will find you

What is the sales funnel about a business/brand?

LAwEC:

●Leads: anyone that has found you or interacts with you/your content

• eg MD refers ppl to u for supplement advice

●Awareness: process of getting to know a brand, person, product, or service

• you tell your story, learn about why they were referred there (as trusted HCP)

• academic discussion

●Engagement: Evaluating options within the space (positioning-where you stand in a consumer’s mind compared to similar options)

• you speak to their options, reinforcing position/story at each opportunity

• product reality

●Conversion: Performing a desired action (make things real)

• they buy

• your offer

what is the purpose for the math behind digital marketing?

• estimates best campaign

• see if there is an ROI on your digital marketing

What are e.g.’s of marketing violations?

• impostering their trusted pharmacy

• eg sending pts a reminder to get their COVID shot, even though certain pts got their COVID shot already

What is permission marketing?

• given the choice of opting in to receive promotional msgs

What is convergence marketing in Pharma?

• MSL from pharma company talk with pharmacy

what are the 4 P’s and eg’s on how it applies to pharmacy?

what is direct marketing vs indirect marketing?

What are ways to minimize Pharma incentives towards pharmacies?

What % of ppl are harmed in primary and ambulatory settings?

40%

A. True

EXAM: what is an error of omission?

EXAM: what is an error of commission?