Convenience, relationship tops price in pharmacy survey

“The survey indicates that the role of the community pharmacist as a healthcare provider remains as critical today as it was in our parents' generation,” says Drew Horner, chairman of United South African Pharmacies.

“Pharmacies have a huge role to play in advocating general healthcare and wellness as they are easily accessible and provide face-to-face counselling - and in some cases deliveries and after-hour calls.”

From the survey data, it was noted that most community pharmacies delivered for free and customers appreciated and made use of this service.

The USAP consumer survey, which was undertaken in order for independent pharmacists to understand their consumers and to enhance service, found that the second most important factor in selecting a pharmacy was convenience (79% of consumers rated convenience as a determining factor in their choice of pharmacy).

Echoing this, the research revealed that 88% of people surveyed will not travel further than five kilometres from home to a pharmacy, even if they could get a better price on their medication at another pharmacy.

“Stopping off at your local tried and trusted pharmacy seems to beat running into a mall in terms of convenience. This makes complete sense, as our research shows that 61% of consumers tend to go to the pharmacy in the afternoon before 6pm and 57% preferred to go first thing in the morning”, says Horner.

An overwhelming majority of respondents indicated that they have been making use of the same community pharmacy for between five and ten years.

In addition to medication, a big priority for consumers is health supplements. 52% of consumers indicating that, in addition to over the counter medication and filling a script, they purchased health supplements in their pharmacy.

”Most consumers are seeking a safe, professional and convenient experience. One can only have that experience if you have personal relationship with a knowledgeable and respected community pharmacist as it engenders feelings of trust and involvement in their health and general wellness.”

"It is in the adherence to prescription regimens and safety in combining medications, that relationship plays a critical role," explains Horner.

Participants in the research reported feeling more comfortable initiating discussions regarding their medication with their community pharmacist who, more often than not, has a history of working in the community and knowing the individuals' and their families' background.

"When dispensing advice on health and wellness, most patients prefer to deal with a medical professional who is willing to come out from behind the counter and making a connection with patients, especially if it's the same face each time," Horner said.

"Pharmacists must take great pains to foster this close patient-pharmacist relationship. It is just part of the personal service offered by community pharmacists that sets us apart from our peers in rather more anonymous conditions of the large chain or corporate pharmacies."