This thesis reviews the currently available literature on the role of community pharmacies and their services from the consumer perspective. As literature is very scarce qualitative, consumer interviews have been conducted to answer the research question "how do consumers perceive the pharmacists’ role and their responsibility towards providing / innovating patient care services".
In recent years, the shift from a goods-centered perspective to service oriented economic concepts is dominating marketing research. This service dominated approach is lately also applied to healthcare. Issues such as consumer experience and perspectives, customer journeys and value cocreation are entering the healthcare context. Community pharmacies are essential service providers in German healthcare and thus an important touchpoint for patients within their medication and disease management. New digital technologies and networks further facilitate the opportunities for an active cooperation between patients and healthcare providers such as community pharmacies.
Table of Content
1 Introduction
2 Theoretical Background
2.1 Position of Community Pharmacies in the German Healthcare System
2.1.1 Definition and Types of Community Pharmacies in Germany
2.1.2 Legal Framework of German Pharmacies
2.1.3 Quality Criteria of Community Pharmacies
2.2 Challenges in Patient-Centered Healthcare Service
2.2.1 State of Healthcare in Germany
2.2.2 The Role of Digitalization in Value Creation in Healthcare
2.2.3 The Role of Socio-Economic Status of Patients in Value-Centered Healthcare
2.2.4 Medication Management and Medication Adherence
2.2.5 Value Creation in Patient-Healthcare-Provider Interactions
2.3 Goods-Dominant Logic, Service-Dominant Logic and Service Innovation
3 Methodology
3.1 Partly Systemized Literature Analysis
3.2 Interviews
3.2.1 Interview Method
3.2.2 Interview Participants
3.2.3 Interview Execution
3.2.4 Interview Content
3.2.5 Interview Content Coding
4 Results
4.1 Partly Systemized Literature Analysis
4.2 Interview Results
4.2.1 The Role of Community Pharmacies in Germany
4.2.2 Service Innovation Potential in Community Pharmacies in Germany
5 Discussion
5.1 Implications
5.1.1 Competence and Consultation
5.1.2 Trust and Safety
5.1.3 Medication Management
5.1.4 Value Co-Creation and New Service Technologies
5.2 Limitations and Suggestions for Further Research
6 Conclusion
Objectives and Research Themes
This thesis examines the role of community pharmacies in the German healthcare system from the consumer perspective, specifically focusing on the potential for service innovation. Given the limited existing literature on consumer perceptions in this context, the study aims to answer how consumers perceive the pharmacist's role and responsibility in providing and innovating patient care services.
- Analysis of the current position and legal framework of German community pharmacies.
- Exploration of customer perceptions regarding pharmacist competence, trust, and consultation.
- Evaluation of the potential for digital innovation and interactive service platforms.
- Investigation of consumer attitudes toward value co-creation and active involvement in their healthcare journey.
- Assessment of barriers and facilitators for the adoption of new, tech-supported pharmacy services.
Excerpt from the Book
Pharmaceutical Care
The subcategory refers to the responsibility of the pharmacy for providing and distributing medicines to meet the needs of the costumer. Every participant viewed the pharmacists as medicine providers and distributors, but none regarded them as pure “pill pushers”.
“I definitely do not see the pharmacy as a pure medicine distributor” (IP5, p. 17)
The interviews revealed that the individual consultation and advice on medicines based on the expertise gained by profound education distinguishes the pharmacists from a pure distributor.
"I would assume that the doctor and the pharmacist are on the same level of knowledge, but the pharmacists are specifically responsible or trained for the medication. They simply know more about the medicine” (IP4, p. 13).
Summary of Chapters
1 Introduction: Provides the motivation for the study, highlighting the discrepancy between modern service-dominant logic and the official German pharmacy policy paper regarding the consumer role.
2 Theoretical Background: Outlines the structural position of community pharmacies in Germany, relevant legal regulations, and core concepts like service-dominant logic and value co-creation.
3 Methodology: Details the two-fold approach consisting of a partly systematized literature analysis and qualitative semi-structured interviews with six participants.
4 Results: Presents the findings from the literature analysis and the detailed categorization of interview statements regarding the role of pharmacies and service innovation potential.
5 Discussion: Interprets the findings concerning pharmacist competence, trust, safety, medication management, and the potential for value co-creation through digital technologies.
6 Conclusion: Summarizes the thesis, confirming that consumers perceive pharmacists as highly competent partners and show openness toward digital service innovations.
Keywords
Community Pharmacies, Service Innovation, Consumer Perspective, Value Co-Creation, Medication Management, Digitalization, Patient-Centered Healthcare, Pharmacist Competence, Healthcare Service, Qualitative Research, Medication Adherence, Trust, Patient Experience, Health Services, Pharmaceutical Care
Frequently Asked Questions
What is the core focus of this bachelor thesis?
The thesis focuses on how consumers in Germany perceive the role of community pharmacies and their potential for service innovation, moving beyond a traditional product-centered view.
What are the primary thematic fields covered in this study?
The study covers the professional role of pharmacists, the importance of medication management, the potential for digital healthcare innovations, and the concept of value co-creation between patients and pharmacists.
What is the main research question of the work?
The primary research question is: "How do consumers perceive the pharmacists’ role and their responsibility towards providing / innovating patient care services in Germany?"
Which scientific methods were employed to reach the findings?
The methodology includes a partly systematized literature analysis and an exploratory inductive approach using qualitative semi-structured interviews with six participants of varying backgrounds.
What does the main body of the thesis investigate?
The main body examines the current landscape of German pharmacies, theoretical frameworks of service-dominant logic, and analyzes empirical interview data to categorize consumer needs, expectations, and attitudes toward digital service potential.
Which keywords best characterize this research?
Key terms include community pharmacies, service innovation, consumer perspective, value co-creation, and medication management.
How do participants evaluate the competence of pharmacists compared to physicians?
Participants generally perceive pharmacists as having specialized, expert knowledge specifically regarding medication, often viewing them as more accessible and specific in their advice than physicians.
Do consumers in this study have concerns about digital services and data privacy?
Most interviewees expressed high trust in pharmacists and showed no significant concerns regarding digital services; only one participant raised specific concerns about data protection in an online environment.
How did participants respond to the idea of digital interactive platforms?
Participants showed a high interest in digital tools, such as appointment scheduling, product availability checks, and medication reminders, viewing them as opportunities to save time and improve their individual health management.
- Arbeit zitieren
- Felix Kerst (Autor:in), 2021, Service Innovation in German Community Pharmacies. The Consumer Perspective, München, GRIN Verlag, https://www.grin.com/document/1160719
