Pharmaceutical companies should take note as pharmacies are becoming more and more a “one-stop” shop for the health and wellness needs of patients, according to a recent McCann Health white paper.
The research focuses on the fact that, as pharmacies become the preferred choice for patients’ healthcare needs, pharmaceutical companies should realize that pharmacists are healthcare professionals who are highly educated, and therefore opportunities to develop relationships are being missed. According to the research, many drugmakers are missing out on the opportunity to work closely with pharmacies while building solid, engaged relationships.
McCann Health Global Marketing Director, Mark Worman, and President of the McCann Pharmacy Initiative, Sandra Casey, feel that pharmaceutical companies are neglecting to engage with pharmacies regarding critical patient-focused and clinical conversations; while, instead, they are maintaining relationships that are focused more on trade, transactions, and products/deals. As the healthcare professional consumers likely see more often, pharma should align their pharmacy calls to focus on a conversation that addresses professional requirements and customer needs.
Ultimately pharma and pharmacy could work in a way that is more streamlined and in tune with consumer needs, addressing health concerns while helping consumers adhere to prescribed medications and care for themselves better. Additional focus could be placed on working to prevent chronic diseases or illness and reducing healthcare costs. The authors of the study mentioned that a few pharmaceutical companies, such as GSK, are making changes along these lines, with programs such as myPharmAssist.
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