6. Marketing Pharmaceutical Care

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Marketing Pharmaceutical Care

Enterpreneurship and Leadership

Kelompok 1:

Muhammad Arif Rahman (101101007)

Novica Sari (101101014)

Wangi Qurratu Ayuni M (1011012009)Sylvi Adiana (1011012013)

Cindy Monica Yusal (1011012014)

Fadhel Iqbal (1011012016)


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Marketing Pharmaceutical Care (PC)

With the availability of mail order pharmacy,Internet pharmacies, and automated fillingtechnology, many pharmacists wonder wherethey fit in. Some are comfortable with primarydispensing roles and there will continue to bea need for these. However, many would like to

have more patient-oriented roles such asthose found in the provision of PC.


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pharmacists have a tremendous opportunity to helpdecrease health care costs by assuming a more

responsible role for appropriate medication use.Patients see pharmacists five times more often thanany other health care provider. This offers a chance toact as an accountability partner for patients.

Whether someone is trying to lose weight, quitsmoking, or comply with a medication regimen, aprofessional partner can help. Thus, PC is aboutcreating the opportunity to use these tools more often.It is also about relationships and the pharmacists whobuild them one patient, one intervention, oneorganization, and one physician at a time.


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The Marketing Strategy Pharmacists are offering a chance for people with

chronic illnesses to live healthier lives throughthe appropriate use of effective medications. It isnecessary when marketing PC to a prospectivepayer to point out that pharmacists are in aunique position to provide important services inthe areas of

compliance (adherence), efficacy , side-effect monitoring, and patient education.


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The Importance Sinergy

The concept of PC will sell ifpharmacists can find significant

synergies with other health careplayers. In addition, PC pharmacists

must invest time and money tosupplement their skills and become

recognized PC providers.


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The concept of reimbursing pharmacists for diseasemanagement services must be embraced by:

prospective payers,

including employers, physicians, pharmacy benefits management companies (PBMs), health maintenance organizations (HMOs), pharmaceutical manufacturers, disease management

companies, and preferred provider organizations(PPOs).


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Which Comes First: Education orMarketing?


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Establishing a Patient Target Market

Independent pharmacists in particular may beable to use the services of groups whospecialize in marketing health care services topayers. In some parts of the country there is amovement to form associations ofindependent PC providers not unions but

true associations of independent providerswho will develop marketing strategies.


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PC and Industrial Medicine Pharmaceutical Manufacturers Pharmaceutical

manufacturers are in the business of developing and sellingmedications, and more recently, instituting diseasemanagement programs. They spend millions of dollarsevery year proving that these medications are safe andeffective, yet nearly a third of patients fail to take even onedose of a prescription. And of those who do take theirmedications, at least half do not take them appropriately.

The synergies between PC and pharmaceuticalmanufacturers are that PC providers promote complianceand enhance the safe and effective use of medications.


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The Goal of Marketing PharmaceuticalCare

The goal of marketing PC to patients, employers, healthcare organizations, and other health care providers isultimately to improve patients health. There are millions ofpatients who need the type of help PC can provide. Nomatter how beneficial a service is, if people do not know itexists or that it has value for them, they are not going tobuy it.

Thus, pharmacists must market their skills to those whostand to benefit, and PC must be marketed beyond thelocal level if it is to be more than an isolated regionalphenomenon. Therefore, the importance of combiningpharmacy resources through national, state, and regionalassociations cannot be stressed enough


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Documents

6. Marketing Pharmaceutical Care