Marketing activity in community pharmacy

Abstract

Introduction: Pharmacy Marketing is a modern pharmaceutical management that is based on the orientation of the patient as "customer orientation" marketing concept is considered the foundation of modern marketing management. The value of service oriented marketing activities consist of information, ideas, advice and is intended to increase the value of the pharmaceutical product, so chemists promote professional pharmacy service and not just release drugs. Competition for patients is fierce and pharmacy service make the difference between a pharm acy and another because drugs in pharmacies are essentially the same, but the services do not. Pharmaceutical marketing strategic planning provides support for the assessment of the types of goods and pharmacy service ofers by community pharmacy. Purpose and objectives: The efficiency of developing a strategic plan for marketing pharmacy patient-centered and development pharmacy service-oriented, and implementing this in pharmacy practice. Materials and methodes: Foundation of the marketing plan for a pacient care, SWOT analyse, elaboration a service project. Results: Close collaborative relationship between pharmacist and patient is the key to creating and sustaining demand for pharmacy product and service on a long-term basis in community pharmacies. Ability to expand a strategic marketing plan is an important component for pharmacists who want to promote their services. Considered ethical marketing practices can enhance the image of a pharmaceutical enterprise, strengthen consumer confidence, increase satisfaction and determine consumers to benefit further from the services provided by community pharmacy. By means of pharmaceutical services projects determine the skills and responsibilities of pharmacists as health professionals. Refocusing of pharmacy practice gives premises for implimentation of the concept of relationship pharmacy marketing, it refers to attracting, maintaining and enhancing patient relationships to create mutual benefit for the pharmacist and patient. Relationship marketing fits well with promotion pharmacy service, focuses on the pharmacist-patient, rather than releasing drugs, because patients cannot physically see or touch services, they must understand and experience them to derive benefits and appreciate their value. Conclusion: Were proposed steps for pharmaceutical marketing strategic planning, which would help pharmacists to influence decision making process in pharm aceutical activity and determined the utility service projects in the delivery of pharmacy service.