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INTRODUCTION

About the Authors: Dr. Teeter is an assistant professor of Pharmacy Practice and investigator in the Center for Implementation Research at the University of Arkansas for Medical Sciences in Little Rock, AR. He received his Bachelor of Science degree in Public Health from Indiana University, and his Master of Science and Doctor of Philosophy degrees in Pharmaceutical Sciences from Auburn University. His teaching interests include pharmacy management, managing organizational change, and the US health care system. His main research interest is how best to implement evidence-based interventions in community pharmacies. Specifically, his research focuses on adoption, implementation, and sustainability of innovations, effects of social and behavioral factors on participation in organizational quality improvement, and how community pharmacies implement and market patient care services to their clients.

Dr. Painter is an associate professor in the Division of Pharmaceutical Evaluation & Policy at the University of Arkansas for Medical Sciences. He received his Doctor of Pharmacy, Master of Business Administration, and Doctor of Philosophy in Pharmaceutical Sciences degrees from the University of Kentucky. His primary research interest is the improvement of health services especially as this concerns the management of pain and mental health disorders.

LEARNING OBJECTIVES

LEARNING OBJECTIVES

After completing this chapter, readers should be able to

  1. Describe the role of marketing and its importance in the practice of pharmacy.

  2. Describe the essential steps when preparing to market goods or services in a pharmacy.

  3. Distinguish between the micro- and macroenvironment of an organization.

  4. Conduct a situation analysis for a given organization.

  5. Differentiate between mass marketing and market segmentation.

  6. Analyze a target market.

  7. Apply the marketing-mix components to various scenarios.

  8. Describe the increasing importance of having a positive online presence.

  9. Describe the importance of marketing control.

SCENARIO

Murray Rockefeller earned his PharmD degree 7 years ago. Upon graduation, he was presented with the opportunity to become a junior partner of Community Care Pharmacy in Weagle, AL. This pharmacy fills prescriptions, provides compounding services, offers a full line of durable medical equipment, and prepares unit dose blister packages of medications for residents of a local nursing home. For the first 5 years of Dr. Rockefeller’s employment, he worked closely with the senior partner and learned about running a pharmacy business. Working side-by-side with the senior partner ensured the smooth transition of the pharmacy ownership when Dr. Rockefeller became the sole owner of Community Care Pharmacy 2 years ago. Since Dr. Rockefeller assumed ownership of the pharmacy, he has reflected that much of his effort has been focused on maintaining existing services provided by the pharmacy rather than planning for goods and services they might offer in the future.

During the past year, Dr. Rockefeller has realized a significant increase in competition from community pharmacies ...

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