从药店服务理念看药品零售市场价格竞争

目的:为零售药店参与市场竞争提供参考。方法:分析顾客满意理念和顾客让渡价值理论,探讨提高顾客让渡价值的途径。结果与结论:降低货币价格只是药店提高顾客满意度的多种方法中的一种,药店应综合分析影响顾客让渡价值的因素,作出正确的营销决策。     

药店顾客需求特征及影响因素分析

目的:为我国药店有效地满足顾客需求和打造核心竞争力提供参考。方法:从消费者角度提出了我国药店的顾客需求特征,并分析了影响顾客需求的因素。结果与结论:药店顾客需求具有被动性、被迫性、急迫性、有目标指向等需求特征,药品价格、消费者收入、时间变化、顾客个性等都会对药店顾客需求产生影响,药店要在了解顾客需求特征的基础上,对影响顾客需求的可控因素进行有效控制,才能打造药店核心竞争力,从而达到顾客满意和实现药店经营目标的双重目的。     

新“医改”背景下潍坊农村连锁药店的营销策略研究

目的:为连锁药店增加顾客价值、巩固顾客关系、制定营销策略提供参考。方法:选取位于山东潍坊市农村的连锁数量较多、实力较雄厚的4家连锁药店,于2011年6月18、19日上午9点至下午5点随机抽选前来购药的农村居民共200名,就其对就医情况,连锁药店促销方式的认知、态度及其对连锁药店服务质量的评价等方面进行问卷调查,并对最大程度影响其购买行为的促销方式进行相关性检验。结果与结论:新"医改"后农村居民患病后及时就医的人数由新"医改"前的124例上升为185例。折价销售、赠品销售的促销方式对农村居民购买行为影响最大;其学历、家庭年收入和身体状况差异对折价销售促销方式有统计学意义,性别与年龄差异无统计学意义;性别、学历和家庭年收入差异对赠品销售促销方式有统计学意义,年龄与身体状况差异无统计意义。4家连锁药店的药品数量和种类均能满足大部分农村居民需要,同时农村居民对非药品需求增加,对导购员的专业素质和职业道德要求较高。建议连锁药店经营者应完善经营网点布局、增加药品和非药品种类、提高服务质量。     

商品线的快速构建

商品线是一家药店核心经营定位的体现。通过对每个类别的商品进行逐一分析,就可以确定每个商品的具体策略,这对门店进行商品线的构建能起到指导性作用。药店存在的意义在于对顾客生命健康带去服务并借此体现出的价值,而价值主要呈现在两个方面:     

找回“失去的顾客”——评《顾客去哪了》

顾客是药店赖以生存和发展的基础,没有了硕客,药店促销、管理、服务等等就都失去了意义。药店的顾客去哪了？如何找回药店的“衣食父母”顾客……本期主打文章提出的问题发人深省,给出的应对之策也很有启示意义。但于药店而言,顾客其实一直“在那里”,不曾离开过,因为顾客对健康的需求只能是越来越强烈。之所以有“顾客去哪儿”的疑问,实在是因为我们药店离顾客越来越远了,药店提供的药品与服务的价值在弱化或被其他所代替。     

提高药店顾客满意度的策略研究

目的为零售药店制定市场策略提供参考。方法分析提高顾客满意度的必要性，从实施顾客满意战略、提高顾客让渡价值、加强顾客关系管理等方面探讨药店提高顾客满意度的策略。结果与结论药店应结合自身状况，适当地制定营销措施，努力提高顾客满意度。     

服务提升四进阶

在实际工作中,药店店员应不断提升自己的服务能力和服务意识,有效运用角色转换等方法,从顾客的实际利益出发,有效识别并满足顾客需求,为顾客提供优质的药店服务。伴随商品经济的蓬勃发展和行业竞争的日趋白热化,近代营销学"以顾客为中心"的服务理念日益深入人心,如何通过提升服务水平,来为顾客创造更多价值,以增强顾客忠诚度,是众多企业所关注和思索的关键话题。作为特殊的商品,药品虽与其他商品存在区别,但仍具备商品属性。因此,药品在药店营销过程中,也摆脱不     

药店老年顾客用药依从性下降原因与对策

用药依从性是合理用药的组成部分,老年顾客的生理、心理因素以及药店缺乏对老年顾客的专项指导,导致老年患者用药依从性下降。药店应分析顾客用药依从性影响因素,改善药店员工服务意识和态度,提高药师指导老年顾客用药的技能,并为老年顾客提供便利服务,加强合理用药宣传与指导,以提高顾客用药依从性,达到老年顾客安全、合理、有效和经济用药的目的。     

药店顾客满意度的培养

［摘要］探索药店提高顾客满意度的方法。分析知识营销、情感营销、公益营销、网络营销以及注意力营销等几种营销方式对药店培养顾客满意度的作用。顾客是药店经营的生命线，药店应根据自身的特征，结合不同的营销方式，培养忠诚的顾客群体，从而建立药店的竞争优势。     

连锁药店如何成功?--Nicholas Hall的10点忠告

1、连锁药店处于"中间地带",所以巧用"杠杆"优势. 连锁药店一方面面向消费者,另一方面面向厂商.对顾客来说,药店是比医院更友善的地方,与超市相比,药店又可以提供更多的用药指导.药店可做到这种平衡,起到杠杆的作用.药店应采用"健康咨询中心"的定位,提供处方的指导,同时,不光要使药师成为咨询的中心,还要培训店员成为顾客的"顾问".     

用综合评价方法构建医院药学人员绩效考核体系

目的:探索构建医院药学人员绩效考核体系。方法:通过德尔菲法咨询院内、外9位专家,确定绩效考核体系构建方法,即采用综合评价方法,包括平衡计分卡法、关键绩效指标法和360度考评法等方法,形成初步的考核指标及权重,再通过问卷方式调查北京市9家三级甲等综合医院360名药学工作人员(占药学工作人员总数的37%),确定最终的考核体系。结果:根据医院药学不同岗位的职责,确定了各岗位的绩效考核指标及权重,指标包括日常工作、顾客评价、内部流程和学习与成长4个维度,赋予日常工作指标总分100分,后3个维度的指标采用在第1个指标得分基础上加减分的方式,以分值占总分的比重来体现指标的权重,从而构建了一套绩效考核体系。结论:通过综合评价方法构建的医院药学人员绩效考核体系较为全面、客观,为实施有效的绩效管理打下基础。     

Utilization of market research in managing hospital pharmacy resources

A market research survey of staff physicians and nurses was completed to obtain information on customer preference to be used in making planning and development decisions about the allocation of the pharmacy department's resources. Survey questionnaires were mailed to representative samples of each professional group and included the optimum mix of open-ended and closed-ended questions that would result in the highest response rate. The survey responses identified differences in wants and needs between the nurses and physicians that demonstrate the value of market research. Data obtained from the survey are being used by a staff advisory committee and management to develop departmental goals and objectives that will reduce costs and increase profit margins under the ever-increasing restrictions of prospective reimbursement.     

我国网上药店经营状况的调查分析

目的:了解我国网上药店的经营现状,为进一步建立和规范网上药店提供参考。方法:采用自填式问卷调查法对我国已取得"双证"的合法网上药店的经营状况进行调查。结果:截止2010年12月31日,我国正常经营的合法网上药店仅18家,其中17家除了销售药品还销售其他商品,16家均发布有处方药信息,18家的主要配送方式均为第三方快递,2家没有在线客服。结论:网上药店配送系统不完善、销售处方药、无在线客服等是我国网上药店目前亟待解决的问题。     

APOM-project: a survey of pharmacy organization and management

In 1994, a Ph.D-study started regarding pharmacy, organization and management (APOM) in the Netherlands. The APOM-project deals with the structuring and steering of pharmacy organization. This article describes the summary of the empirical results of a survey in a relatively large sample (n = 169). Generalization to the population of pharmacies in the Netherlands was made. Thought results comprised a total number of seven clusters of priorities of pharmacy mixes. Most pharmacy managers were observed with product and customer activities in the first position; pharmaceutical and customer activities were perceived as the most important. Action results comprised a total number of five clusters of activities of pharmacy mixes. Most pharmacy managers were observed with product and process activities in the first position; pharmaceutical and process activities were performed most frequently. The results showed that the traditional conception of the work in the community pharmacy is still vividly present.     

Customer feedback as a tool for improving pharmacy services

The quality of pharmacy services can be assessed by using both profession-based measures and customer feedback. The aim of this population-based survey (n=848) in Finland was to evaluate how well the existing service level matched customer expectations and to examine whether pharmacy-specific quality dimensions derived from recent service quality models were found in population-based data. The survey indicated that the Finns seemed to be very satisfied with the professional competence and trustworthiness of pharmacy personnel. The highest dissatisfaction was experienced with queuing times, privacy and time for customer-pharmacist interaction (40 per cent). Pharmacies also seem to have various opportunities to extend their services beyond traditional dispensing, especially in the field of patient counselling and diagnostic screening. The importance of customer-based feedback through surveys will grow in the future when trying to develop pharmacy services. This study shows that theoretical models of service quality dimensions are suitable for processing the data although the methodology needs further development.     

APOM‐project: a first study of pharmacy organization and management

In 1994, a Ph.D.study started regarding pharmacy, organization and management (APOM) in the Netherlands. The APOMproject deals with the structuring and steering of pharmacy organization. This article describes a summary of the theoretical background of the project and the empirical results of a pilot study (n=24). No generalization to the population of pharmacies in the Netherlands was made. Three mixes of objectives in pharmacy organization were theoretically postulated; the product mix, the process mix, and the customer mix. Mainly, the purpose of the pilot study was method selection. Additionally, it was studied if thought and action of pharmacy managers corresponded, and, if theoretical pharmacy mixes corresponded with the empirical pharmacy mixes. Two methods were selected to be applied in a survey. Thought and action did not correspond for most pharmacy managers. Thought related to customer and product mainly, and action related to process and customer mainly.     

广州城区居民社区药学服务需求的调查分析

目的:为促进社区药学服务的发展提供参考。方法:在广州城区10个不同的药店设立调查点,对进店购药的850名顾客发放调查问卷,调查内容包括用药行为、药品知识及获取药品知识的途径、接受药店药学服务情况、对药店药学服务的评价等。结果:共收回有效问卷687份,有效回收率为80.8%。66.8%的受访者最近3个月曾因治疗疾病应用过药物,药店为主要药品来源;受访者存在多种错误的用药行为,用药后不良反应发生率达10.5%;受访者药品使用常识缺乏,药店店员成为仅次于医师的获得药品知识的主要途径之一;顾客在药店接受的药学服务不足,经常接受店员提供的主要4项服务的平均比例为25.01%。调查还显示,药店工作人员的专业水平不高。结论:广州城区居民对社区药学服务需求巨大,而现阶段接受社会药房药学服务不足,提示药店的社区药学服务有待进一步加强。     

Implementation and evaluation of a lipid screening program in a large chain pharmacy

OBJECTIVE: To evaluate the implementation of a lipid testing service across an entire market of a large chain pharmacy. DESIGN: Observational study using a validated satisfaction scale. SETTING: Nine Osco Drug pharmacies in Des Moines, Iowa. MAIN OUTCOME MEASURES: Number of patients choosing to participate in a fee-for-service lipid screening program, type of test chosen, effects of marketing on service volume, and patient satisfaction. RESULTS: A total of 159 screenings were performed in the 9 pharmacies. The majority of patients (79.7%) chose the more expensive fasting lipid profile, and service volume seemed to correspond to the number and intensity of marketing efforts. There was a trend toward increased patient satisfaction with the services represented by the Managing Therapy and Friendly Explanation dimensions addressed in the survey. CONCLUSION: Patients were willing to pay out-of-pocket for lipid screening. More efforts need to be devoted to marketing this service to create value for the customer and to establish it as a viable component of pharmacy business.     

Internal reporting system to improve a pharmacy's medication distribution process.

PURPOSE: The current pharmacy occurrence-reporting system in an institution was reviewed, and an internal procedure that would provide data to improve the medication-use process was developed. SUMMARY: In a rural, 353-bed, tertiary care academic center, the effectiveness of a departmental occurrence-reporting system was determined over a nine-month period to increase occurrence reporting within the pharmacy and allow administrators to identify specific areas for improvement within the medication distribution process. These events were identified according to the number and type of near misses documented by pharmacy staff. The pharmacy staff was asked to complete a survey about the department's current reporting process and what the staff desired in a new occurrence-reporting system. The staff was also surveyed on which steps of the pharmacy's medication distribution process could contribute to the most errors. Initially, a paper-based error-reporting form was developed for all steps of the pharmacy distribution process except pharmacist order entry. Once the paper-based error-reporting form was introduced, the pharmacist order-entry phase of the project was begun. During the evaluation period, 203 pharmacy-dispensing errors were reported to the hospital's error-reporting system. In contrast, 1385 total pharmacy events were documented using the pharmacy's internal occurrence-reporting system. At least 204 of those reported events involved high-alert medications according to the institution's high-alert medications policy. CONCLUSION: A pharmacy internal occurrence-reporting system increased staff reporting and identified areas for improvement within the medication distribution process that may not have been recorded by a hospital-based reporting system.