February 3, 2015
ARLINGTON, Va., and WAUKESHA, Wis. — A new study commissioned by HDMA and conducted by Hamacher Resource Group (HRG), Pharmacist and Patient Conversations at Independent Pharmacy, delves into the dialogue between independent pharmacists and their customers and how those communications impact consumer purchasing decisions. The study is based on electronic and phone surveys of independent pharmacists conducted in 2014 and includes secondary research that supports these most recent findings. The report is the fifth in a series focusing on the opportunities for pharmaceutical distributors and manufacturers to support independent pharmacy.
“At the time we undertook these research projects with Hamacher in 2008, it was clear from our members that there was a void in consumer research focusing on the opportunities to serve the independent pharmacy sector,” said Perry Fri, HDMA Executive Vice President, Industry Relations, Membership and Education. “We are pleased that our partnership with Hamacher has helped to bridge that gap. This latest study, along with the others in the series, point to the strength of the manufacturer and distributor relationship to support the needs of their customers.”
The study outlines the types of products pharmacists are recommending to patients, as well as how manufacturers, distributors and others can better equip pharmacists to more effectively engage with patients. Among the insights revealed in the report, 86 percent of the independent pharmacies surveyed noted that their front-of-store was growing or holding steading, compared to 73 percent of the independent pharmacists surveyed in previous HDMA-supported research (Independent Pharmacy Shoppers: Who, What and Why?) published in 2012.
The report also indicates that independents are highly accessible and approachable for patients seeking advice on their healthcare needs. Further, independent pharmacists are more likely to initiate conversations with patients than pharmacists in other retail settings. Over-the-counter items and vitamins and supplements are often part of the dialogue; 42 percent of pharmacists surveyed indicated they made six to 10 OTC recommendations a day.
In addition to HDMA, the study was made possible through the sponsorship of AmerisourceBergen Corporation; Cardinal Health, Inc.; McKesson Corporation; Mutual Wholesale Drug Company; Novartis Consumer Health, Inc.; Reckitt Benckiser; Upsher-Smith Laboratories, Inc.; and, Value Drug Company.
“Although we’ve been working alongside independent pharmacies for 35 years, there’s still much to be learned. All of the studies and the direct input from pharmacists on the front lines have been extremely beneficial,” said David Wendland, Vice President and Co-Owner of Hamacher Resource Group, “We’re grateful to HDMA and the sponsors who fund these eye-opening studies and hope the insights that surface have a long-lasting, positive impact in the channel.”
The report is available for download through the HDMA and HRG websites. Additionally, study findings will be presented by Mr. Wendland during a complimentary HDMA webinar on Tuesday, February 10 from 1:00-2:00 PM (EST). For more information and to register, visit the HDMA website.
HDA is the national association representing primary healthcare distributors, the vital link between the nation’s pharmaceutical manufacturers and healthcare providers. Each business day, HDA member companies ensure that over 15 million prescription medicines and healthcare products are delivered safely and efficiently to more than 200,000 pharmacies, hospitals, long-term care facilities, clinics and others nationwide. HDA and its members work daily to provide value and achieve cost savings, an estimated $42 billion each year to our nation’s healthcare system.
Hamacher Resource Group, Inc. (HRG) is a research, marketing, and category management firm specializing in consumer healthcare at retail. Product manufacturers, healthcare distributors, retailers, technology partners, and other organizations rely on HRG for strategic insights and creative solutions to improve the shopping experience. Founded in 1980, HRG is a WBENC-Certified Women’s Business Enterprise headquartered in Greater Milwaukee. Visit www.hamacher.com for more information.