Commentary
Article
Author(s):
The demand for pharmacies to play a larger role in the health care ecosystem will not dissipate anytime soon.
Pharmacies have become an increasingly important part of health care as they expand the services offered by their staff and move into providing primary care and clinical services. However, many retail pharmacies are grappling with high levels of staff and pharmacist dissatisfaction, termed “pharmaggedon,”1 due to the increasing demands. That burnout causes staff shortages which, in turn, lead to limited hours and long lines for prescriptions and vaccines—and that is before considering any added strain from service expansions.
Nonetheless, the demand for pharmacies to play a larger role in the health care ecosystem will not dissipate anytime soon. A recent survey found that 58% of Americans are likely to visit a local pharmacy as a first step when faced with a non-emergency medical issue, and 81% say they trust a pharmacist, nurse, or nurse practitioner to diagnose minor illnesses and prescribe medications to treat them.2 Additionally, according to the J.D. Power 2023 U.S. Pharmacy Stud released in July of last year, over 80% of traditional pharmacy customers indicate an interest in receiving health and wellness services at their pharmacy, an increase of 3 percentage points year over year.3
How can the pharmacy balance the needs of their businesses and the experiences their customers want? Increasingly, the answer will be by going digital and adopting technology that can improve the experience of both pharmacists and consumers.
Here are 3 areas where digital can have an impact:
Pharmacists are trusted members of the health care team. However, challenges of the business post-COVID-19, where revenue has been reduced resulting in store closings and tighter hiring, can chip away at the trust and satisfaction. Technology isn’t the complete answer, but it offers the opportunity to both increase patient satisfaction and provide better care.
About the Author
Garry Marshall, MBA, is Director of Pharmacy Strategy for Clinical Effectiveness at Wolters Kluwer Health.
References
1. ‘Pharmageddon’ And the Future of Retail Pharmacies. NPR. November 2, 2023. Accessed January 29, 2024. https://www.npr.org/2023/11/02/1198908800/1a-draft-11-02-2023
2. Wolters Kluwer’s Pharmacy Next Survey shows 58% of Americans likely to first seek non-emergency healthcare at pharmacies. News release. Wolters Kluwer Health. May 17, 2023. Accessed January 29, 2024. https://www.wolterskluwer.com/en/news/survey-shows-americans-seek-non-emergency-healthcare-at-pharmacies
3. Retail Pharmacy Customer Satisfaction Surges as Digital Engagement Keeps Rising, JD Power Finds. News release. JD Power. July 27, 2023. Accessed January 29, 2024. https://www.jdpower.com/business/press-releases/2023-us-pharmacy-study
4. Heath, S. 94% of Patients Want Patient Education Content, But a Third Don’t Get It. Xtelligent Healthcare Media. February 16, 2023. Accessed January 29, 2024. https://patientengagementhit.com/news/94-of-patients-want-patient-education-content-but-a-third-dont-get-it