Marketing to Pharmacists

Understanding Their Role and Influence

Benjamin F Banahan

• Publisher: Routledge
• Year: 2020
• Topic: Business
• eBook ISBN:
  9781000156690
• Subtopic: Health Care Delivery
• Index: Business

Marketing to Pharmacists: Understanding Their Role and Influence will help pharmaceutical marketers better understand pharmaceutical practice in order to develop better relationships with pharmacists and effectively market products. This book examines important trends in pharmaceutical health care, including patient education and compliance, quality of life assessment, disease management, and cost containment strategies that assist pharmacists in providing better care to patients which results in increased sales for your business. From Marketing to Pharmacists, you?ll learn how pharmacists influence product selection, monitor drug therapy, and serve as a primary source of patient education in order for you to create successful marketing strategies for your company. Recognizing that cost control is a key goal for all members of the health care system, Marketing to Pharmacists provides you with advice and strategies that emphasize working together with pharmacists. This will help you determine demand for a specific product so you can devise your own marketing strategies to meet the needs of both the pharmacist and patient. With Marketing to Pharmacists, you?ll improve your marketing skills by using innovative techniques and suggestions, including:

• understanding pharmacists'influence in prescription product selection to help develop effective marketing strategies
• asking for pharmacists'assistance in designing care management programs, participating in the development and negotiation of care management contracts, and offering knowledge as pharmacotherapeutic experts to emphasize patient advocacy and accessibility to patients
• understanding the dimensions of the quality of life and other aspects of pharmaceutical care to design effective sales tactics to pharmacists
• communicating with pharmacists to learn about the needs of certain patients in order to create effective marketing strategies that will lessen the occurrence of unclaimed prescriptions and decrease the loss of revenue to pharmaceutical companies
• developing a positive relationship between pharmacists and pharmaceutical companies by displaying genuine customer interest, providing pharmacists with useful and accurate information about products, and establishing ethical guidelinesContaining charts, tables, and graphs to give you a comprehensive look at techniques and data, Marketing to Pharmacists will help you create marketing strategies that will successfully meet the needs of your customers and result in economic benefits for your company.

Index

• Abbreviated new drug applications (ANDAs), 17-18
• ACE inhibitors, 94-95
• Adverse drug reactions, 24-25, 94-95
• Advertising, direct-to-consumer, 1, 117
• Advisory committees, 144
• American Hospital Formulary System (AHFS), 71-72
• American Medical Association (AMA), 140
• American Pharmaceutical Association (APhA), 16, 85, 119, 140
• American Society of Health-System Pharmacists (ASHP), 85-86
• Anticoagulants, 95
• Antihypertensives, quality of life and, 94-95
• Antisubstitution laws, 136, 140-141. See also Generic substitution; Therapeutic substitution
• Asthma, as example for care management contracts, 73, 75-77
• Asthma classes, as intervention, 78-79
• Attitudes
  • patients’ toward health surveys, 102-103
  • toward generic substitution, 21-23
  • toward PPIs, 124-125
  • toward quality of life assessment, 105-108
  • toward therapeutic recommendations, 25-26

• Behavioral issues, in compliance and noncompliance, 39-41. See also Compliance
• Biomedical model of decision making, 82-84

• Care management, 61-80. See also Pharmaceutical care movement
  • additional strategies for intervention, 77-79
    • asthma classes, 78-79
    • home health care, 78
    • patient education, 77-78
    • pharmacy compliance program, 78
  • background of, 61-62
  • case study of, 75-77
  • definitions and scope of, 62-63
  • disease-specific interventions for, 72-73
  • intervention process in, 73-75
  • process of, 63-65
    • pharmacoeconomics and, 63-65
    • stages of, 65
  • tasks in, 65-71
    • 1. developme...

Table of contents

• Cover
• Half Title
• Series Page
• Title Page
• Copyright Page
• Table of Contents
• Introduction
• A History Lesson: Can You Dispense with Pharmacists?
• Community Pharmacists’ Influence on Prescription Drug Choices
• Leveraging Community Pharmacy to Improve Patient Compliance
• Pharmacists and Disease Management
• Pharmacists and Quality of Life Assessment
• Trends in Patient Counseling and Education
• Current Perspectives: Establishing Relationships with Pharmacists
• Index