Building a targeted pharmacy customer engagement approach

Hamilton, John (2009) Building a targeted pharmacy customer engagement approach. International Journal of Pharmaceutical and Healthcare Marketing, 3 (4). pp. 381-396.

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Purpose – The purpose of this paper is to elucidate the pathways that can enhance pharmacy-to-customer engagements, and give capacity to build closely aligned customer interface systems.

Design/methodology/approach – A nationwide, pharmacy and customer, dual survey-based service value networks (SVNs) approach, analysed using structural equation modelling (SEM), shows significant business-customer encounter information pathways act between the pharmacy and its engaging customer.

Findings – The complex nature of the business-customer exchange and its interacting pathways is highlighted. Six front-end SVNs business cells engaged in this paper have significant direct (and/or indirect) impact on customer perspectives of their pharmacy. Hence, the pharmacy front-end business model should be fully and intelligently networked.

Research limitations/implications – The SVNs and SEM approach yields a strong robust pharmacy model, and can move pharmacy business management mechanisms to elevated customer-engaging levels. It can offer customer-targeted interaction solutions with enhanced perceived satisfaction. This SVNs approach is efficient, understandable, measurable and business specific. It is appropriate for market leaders, innovators or differentiators. Combined with other interface-related toolkits it can deliver competitive advantage parameters such as understanding the key measures that improve business-customer alignment.

Originality/value – SVNs developed under SEM offer a new way to better align the business with its customers. They can be applied at the individual community pharmacy or pharmacy chain level. SVNs release the key measures from which pertinent interacting front-end business-to-customer pathways may be adjusted in a quest to strategically build and align the business closely to its customer demands. This win-win SVNs interface procedure can also be applied within other service industries.

Item ID: 7888
Item Type: Article (Research - C1)
ISSN: 1750-6131
Keywords: customer relations, customer service management, pharmaceutical products, Australia
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Date Deposited: 07 Jan 2010 01:32
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1503 Business and Management > 150301 Business Information Management (incl Records, Knowledge and Information Management, and Intelligence) @ 70%
11 MEDICAL AND HEALTH SCIENCES > 1117 Public Health and Health Services > 111799 Public Health and Health Services not elsewhere classified @ 30%
SEO Codes: 92 HEALTH > 9202 Health and Support Services > 920299 Health and Support Services not elsewhere classified @ 40%
90 COMMERCIAL SERVICES AND TOURISM > 9099 Other Commercial Services and Tourism > 909999 Commercial Services and Tourism not elsewhere classified @ 30%
97 EXPANDING KNOWLEDGE > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services @ 30%
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