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Chapter 5Designing Pharmacy
Services
Chapter 5Designing Pharmacy
Services
Chapter 5 slides for Marketing for Pharmacists, 2nd Edition
Learning ObjectivesLearning Objectives
Compare 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?
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
Approaches to Design and Management of Services
Production line approach
Empowerment approach
Production lineProduction line
Top-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
EmpowermentEmpowerment
Bottom-up designGive employees power, flexibility,
and responsibility in their jobs. Give discretion and tools with minimal policies and rules.
EmpowermentEmpowerment
BenefitsBenefitsAdaptableSpontaneousAbility to copeRecovery
CostsCostsHarder to manageLess efficient and
more expensivePotentially more
bad decisions
Better approach depends onBetter 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
Planning for Service Performance
TIP Good service comes from
good planning.
TIP Good service comes from
good planning.
Service scriptService script
Describes a service performance in a written list of actions
Service Script Example
Service scriptsService scriptsEstablish expected actions and
responsibilities
Standardize procedures
Are based upon best methods available
Can be used for both production line and empowerment approaches
Indian Health Service counseling guidelinesIndian 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 situationsExamples 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 recoverySteps to service recovery
Search out potential for service failures and dissatisfaction.
If a failure occursApologize.Offer a remedy.Solve the problem immediately.If possible or necessary, offer
compensation to customers for their trouble.
Service blueprintsService blueprints
Service 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
Cu
stom
erC
ust
omer
Act
ion
sA
ctio
ns
Con
tact
Em
plo
yee
Con
tact
Em
plo
yee
Invi
sib
l eIn
visi
ble
Pro
c ess
Pro
cess
(Bac
ks t
age)
(Bac
kst
age)
(On
stag
e)(O
nst
age)
Ph
ysic
alP
hys
ical
Evi
den
ceE
vid
ence PharmacyPharmacy
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 advantagesBlueprint advantages
Includes patient view
Makes process visually explicit
Permits cost-benefit trade-offs
Service audit (see Table 5-2)Service audit (see Table 5-2)
Systematic, critical review of the way services are marketed by organizations, examiningMarketing orientation
New customer marketing
Existing customer marketing
Internal marketing
Service quality
ConclusionConclusionDesign 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?Questions?