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

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Act

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Con

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Con

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Invi

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visi

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Pro

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Pro

cess

(Bac

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(Bac

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(On

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Ph

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Evi

den

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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 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?