Marketing Perspectives of Hospital Pharmacy Directors

Abstract

The familiarity of hospital pharmacy directors (HPDs) with various marketing concepts for the development of pharmaceutical services was assessed. A questionnaire was designed to assess whether (1) HPDs seek input from relevant publics when evaluating or designing pharmaceutical services; (2) HPDs use marketing concepts in the development and implementation of pharmaceutical programs; and (3) marketing perspectives of HPDs differ depending on their institutional affiliations and personal characteristics. The questionnaire was sent to 320 HPDs in seven states. A total of 158 unable questionnaires were received. In response to the questions concerning input from relevant publics, HPDs agreed that they should seek input from all relevant publics with the exception of third-party agencies and patients. HPDs put more emphasis on obtaining information for evaluating existing programs and designing long-term plans from physicians, nurses, patients, and hospital administrators and less emphasis on understanding the needs of third-party agencies. HPDs seem to use marketing concepts in the development and implementation of pharmaceutical programs. HPDs indicated a clear perception of pharmacy goals, target segments among relevant publics, and a dynamic orientation toward changes in the health-care marketplace. Hospital size, level of pharmaceutical education, and years of administrative experience were found to influence the marketing perspectives of HPDs. HPDs were familiar with marketing concepts, and a favorable climate seems to exist for transferring marketing approaches to the hospital pharmacy setting.