c عنوان انگلیسی مقاله:

Marketing activity in the community pharmacy sector: A scoping review

ترجمه عنوان مقاله: فعالیت های بازاریابی در بخش داروخانه جامعه: بررسی و هدف گذاری

رشته: مدیریت بازاریابی

سال انتشار: 2017

تعداد صفحات مقاله انگلیسی: 8 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

Background: Community pharmacy ownership requires engaging with marketing strategies to influence consumer behaviour. There is a plethora of information from trade journals, expert opinion, and published discussion surrounding this issue. Despite this, evidence relating to the efficacy of marketing activity within the pharmacy sector is scant.

objectives: To review how marketing activity has been conceptualised in the community pharmacy sector and to determine the evidence for the effect of marketing activity.

Methods: Seven databases were systematically searched using a scoping review framework with the reporting protocol of PRISMA-P. The search yielded 33 studies that were analysed for year of publication, journal, country of focus, and framework of marketing.

Results: The majority of marketing research papers focused on the United States and were published in healthcare journals. These were various marketing strategy elements, including; segmentation, targeting, differentiation, and positioning. Also evident was research regarding marketing mix, which predominately involved the “4Ps” model. Actual marketing activity comprised little of the research.

Conclusions: Research into marketing activity in community pharmacy is limited, and little evidence is available to show the effects of such activities. Future research needs to demonstrate the causality for the effect of marketing activities on consumer behaviour and economic outcomes.

Keywords: Community pharmacy; Retailing; Marketing strategies; Marketing mix; Marketing activities; Marketing outcomes

مقدمه مقاله

Marketing  activities  are  pivotal  for  the  successful implementation  of  a  new  product  or  services  into  the market. Community pharmacies can use marketing activities to bridge the divide between themselves and their potential market. In many countries, community pharmacies provide medications as well as professional  healthcare services to the public. It would then be important to ensure that the public is aware of what the community  pharmacy  provides.  This  is  not  restricted   to  the  Australian  market;  pharmacies  worldwide  also require marketing to their market base.  The regulation of the community pharmacy sector varies widely between countries and jurisdictions.  In  the U.S., there is a relatively deregulated and privati sed system whereby ownership of a pharmacy is not restricted to a pharmacist. In the United Kingdom, only a pharmacist or a body corporate under the responsibility of a pharmacist  may  register  a  pharmacy,  yet  non-pharmac ists  are  able  to  have  a  pecuniary  interest. In Australia,  only  a  pharmacist  may  have  a  pecuniary  interest  in  a  pharmacy. Yet,  in  other  countries  such  as Denmark, all pharmacies are owned by the Associatio n of Danish pharmacies controlled by the state. Despite such diversity in community pharmacy regulatory models, the underlying role of providing medications and services remains constant. This role relies fundame ntally on consumer patronage. Consumer patronage is the intentions of consumers to visit a pharmacy, this behaviour by consumers is crucial for continued function of the pharmacy business.