Chapter 5Designing Pharmacy

Services

Chapter 5 slides for Marketing for Pharmacists, 2nd Edition

Learning ObjectivesCompare and contrast the production line

approach and the empowerment approach to designing and managing pharmacy services.

Explain the concept of service scripts and their value in providing excellent pharmacy services.

List the steps involved in service recovery.Discuss the purpose of a service blueprint.

Identify the key components and the steps involved in building the blueprint.

Discuss the main elements of a service audit. Give examples of questions associated with each element.

Think about your last job. How would you characterize

the service provided?

World-class?Distinctive?

Journeyman?Available for

service?

Approaches to Design and Management of Services

Production line approach

Empowerment approach

Production lineTop-down designStandardize, simplify, clear division

of labor, substitute technology for employees, minimize independent decisions by employees, use employees as interchangeable parts

Increase efficiency and speed; lower cost/unit

EmpowermentBottom-up designGive employees power, flexibility,

and responsibility in their jobs. Give discretion and tools with minimal policies and rules.

EmpowermentBenefitsBenefitsAdaptableSpontaneousAbility to copeRecovery

CostsCostsHarder to manageLess efficient and

more expensivePotentially more

bad decisions

Better approach depends on

Basic business strategyNature of transactionNeed of patientsType of employees and managers

(see situational leadership)Trade-off between managerial control

and employee involvement

Planning for Service Performance

TIP Good service comes from

good planning.

Service scriptDescribes a service performance in a

written list of actions

Service Script Example

Service scriptsEstablish expected actions and

responsibilitiesStandardize proceduresAre based upon best methods availableCan be used for both production line

and empowerment approaches

Indian Health Service counseling guidelines

1. What did the doctor tell you the medicine is for?

2. How did the doctor tell you to take the medicine?

3. What did the doctor tell you to expect?

Examples of script situations Dispensing error Situation that requires a

physician to change a prescribed therapy

Nonformulary prescription

Prior authorization Nursing administration

error Patient complaint about

the price of a prescription

Hostile customer

Drug incompatibility (e.g., intravenous)

Physician prescribing error

Drug allergy Drug interaction Service mistake

(e.g.,overcharge) Negotiation with

co-workers Difficult counseling

situation Patient with renal/hepatic

insufficiency

Service recovery (example of a script)

Mistakes are inevitable. Mistakes present an opportunity to save

or even strengthen a relationship with a customer.Dissatisfied customers will tell between 9 and

16 people about a poor service experience.Repurchase intentions increase from 19% to

54% when complaints are satisfactorily addressed.

Steps to service recoverySearch out potential for service

failures and dissatisfaction.If a failure occurs

Apologize.Offer a remedy.Solve the problem immediately.If possible or necessary, offer

compensation to customers for their trouble.

Service blueprintsService blueprints are flowcharts used to

design service operations. They are maps of service processes that

permit pharmacists to better see and understand them.

They simultaneously depict the process, customer roles, service providers, and supporting services.

They break down the service into components and arrange them according to their purpose.

Gives Prescription (Rx)Gives Prescription (Rx)to Pharmacy Employeeto Pharmacy Employee

Fills OutFills OutPatient ProfilePatient Profile

Arrive at Arrive at PharmacyPharmacy

GreetsGreetsCustomerCustomer

(RPh/Tech)(RPh/Tech)

Receives &Receives &Checks RxChecks Rx(RPh/Tech)(RPh/Tech)

ComputerComputerEntry (Tech)Entry (Tech)

Fill RxFill Rx(Tech)(Tech)

Ok’d byRPhOk’d byRPh

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ExteriorExteriorParkingParkingAppearanceAppearance of Non-pharmacyof Non-pharmacy DepartmentsDepartments

Employee Employee DressDressNon-prescriptionNon-prescription MerchandisingMerchandising

Waiting AreaWaiting AreaPatient InformationPatient Information BrochuresBrochuresSignsSigns

Line of InteractionLine of Interaction

Line of Internal InteractionLine of Internal Interaction

Line of VisibilityLine of Visibility

Clarification Needed?Clarification Needed?

YesYes NoNo

Calls MD’sCalls MD’sOffice(RPh)Office(RPh)

Drug Interaction orDrug Interaction orDUR Notification?DUR Notification?

Do not fillDo not fill

Insurance DUR Insurance DUR NotificationNotification

Check RxCheck Rx(RPh)(RPh)

Clarification or ChangeClarification or ChangeMade with Rx Made with Rx

Profile ReviewedProfile Reviewed(RPh)(RPh)

Picks UpPicks Up& Pays for Rx& Pays for Rx

Is CounseledIs CounseledAbout RxAbout Rx

AppearanceAppearance of Rx Labelsof Rx LabelsAppearance of Appearance of DrugDrugBillBill

Drug InformationDrug Information InsertInsert

Presents BillPresents Billfor Rx andfor Rx and

MerchandiseMerchandise(RPh/Tech)(RPh/Tech)

CounselsCounselsPatientPatient(RPh)(RPh)

Service Blueprint for Dispensing ServicesService Blueprint for Dispensing Services

Blueprint advantagesIncludes patient viewMakes process visually explicitPermits cost-benefit trade-offs

Service audit (see Table 5-2)

Systematic, critical review of the way services are marketed by organizations, examiningMarketing orientation New customer marketing Existing customer marketingInternal marketingService quality

ConclusionDesign can make the difference between

poor and excellent services. Production line and empowerment

approaches both can be useful frameworks for providing pharmaceutical services.

Service scripts, blueprints, and audits can each help improve the design of pharmacist services.

Questions?