MODERN APPROACHES OF PHARMACIES TO BUILDING LONG-TERM RELATIONSHIPS WITH CONSUMERS OF PHARMACEUTICAL PRODUCTS AND IMPROVING PHARMACEUTICAL CARE

Abstract

The aim of the work. The objective of this work is to analyze modern approaches used by pharmacies in building long-term relationships with pharmaceutical product consumers, to identify potential avenues for improving pharmaceutical care both during martial law and in the post-war period.

Materials and Methods. The materials used in the study include publications by domestic and foreign scholars on the subject, official websites of major national and regional pharmacy chains in Ukraine, and results from surveys conducted among pharmacy visitors. The study employed methods of information retrieval, critical and comparative analysis, surveys, deduction and induction, as well as generalization and interpretation of results.

Results and Discussion. Current loyalty (or care) programs of major domestic pharmacy chains, pharmaceutical manufacturers, and pharmaceutical distribution companies were analyzed. It was found that all the analyzed programs exhibit significant similarities and do not effectively impact consumer satisfaction or facilitate long-term relationship-building between pharmacies and their pharmaceutical product consumers.

Conclusions: A bibliographic analysis was conducted to evaluate the growing role of pharmacists in public health, which is crucial in shaping new business models for interactions with pharmaceutical consumers. Based on surveys of pharmacy visitors in the cities of Zhovti Vody and Zaporizhzhia, it was identified that the most significant factors influencing consumer satisfaction with pharmaceutical care during wartime include a wide product range, reasonable prices, and high-quality service. Key factors influencing patient loyalty towards pharmacy staff were friendliness, professional competence, and communication skills, including the ability to understand consumer issues.

The conducted research underscores the need to address issues relevant to the business models of pharmacies in loyalty-building, such as ensuring the presence of qualified pharmaceutical professionals, high staff turnover rates in the pharmacy segment of the pharmaceutical market, and the development and implementation of pharmaceutical services.