s Marketing Focus E-Zine | I2P: Information to Pharmacists - Archive
Publication Date 01/07/2014         Volume. 6 No. 6   
Information to Pharmacists

Editorial

From the desk of the editor

Welcome to the July 2014 homepage edition of i2P (Information to Pharmacists) E-Magazine.
At the commencement of 2014 i2P focused on the need for the entire profession of pharmacy and its associated industry supports to undergo a renewal and regeneration.
We are now half-way through this year and it is quite apparent that pharmacy leaders do not yet have a cohesive and clear sense of direction.
Maybe the new initiative by Woolworths to deliver clinical service through young pharmacists and nurses may sharpen their focus.
If not, community pharmacy can look forward to losing a substantial and profitable market share of the clinical services market.
Who would you blame when that happens?
But I have to admit there is some effort, even though the results are but meagre.
In this edition of i2P we focus on the need for research about community pharmacy, the lack of activity from practicing pharmacists and when some research is delivered, a disconnect appears in its interpretation and implementation.

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News Flash

Newsflash Updates for July 2014

Newsflash Updates

Regular weekly updates that supplement the regular monthly homepage edition of i2P. 
Access and click on the title links that are illustrated

Comments: 1

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Feature Contribution

Woolworths Pharmacy - Getting One Stage Closer

Neil Johnston

It started with “tablet” computers deployed on shelves inside the retailer Coles, specifically to provide information to consumers relating to pain management and the sale of strong analgesics.
This development was reported in i2P under the title Coles Pharmacy Expansion and the Arid PGA Landscape”
In that article we reported that qualified information was a missing link that had come out of Coles market research as the reason to why it had not succeeded in dominating the pain market.
Of course, Woolworths was working on the same problem at the same time and had come up with a better solution - real people with good information.

Comments: 5

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Intensive Exposition without crossing over with a supermarket

Fiona Sartoretto Verna AIAPP

Editor's Note: The understanding of a pharmacy's presentation through the research that goes into the design of fixtures and fittings that highlight displays, is a never-ending component of pharmacy marketing.
Over the past decade, Australian pharmacy shop presentations have fallen behind in standards of excellence.
It does not take rocket science - you just have to open your eyes.
Recently, our two major supermarkets, Woolworths and Coles, have entered into the field of drug and condition information provision - right into the heartland of Australian Pharmacy.

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The sure way to drive business away

Gerald Quigley

I attended the Pregnancy, Baby and Children’s Expo in Brisbane recently.
What an eye and ear opening event that was!
Young Mums, mature Mums, partners of all ages, grandparents and friends……...many asking about health issues and seeking reassurances that they were doing the right thing.

Comments: 1

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‘Marketing Based Medicine’ – how bad is it?

Baz Bardoe

It should be the scandal of the century.
It potentially affects the health of almost everyone.
Healthcare providers and consumers alike should be up in arms. But apart from coverage in a few credible news sources the problem of ‘Marketing Based Medicine,’ as psychiatrist Dr Peter Parry terms it, hasn’t as yet generated the kind of universal outrage one might expect.

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Community Pharmacy Research - Are You Involved?

Mark Coleman

Government funding is always scarce and restricted.
If you are ever going to be a recipient of government funds you will need to fortify any application with evidence.
From a government perspective, this minimises risk.
I must admit that while I see evidence of research projects being managed by the PGA, I rarely see community pharmacists individually and actively engaged in the type of research that would further their own aims and objectives (and survival).

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Organisational Amnesia and the Lack of a Curator Inhibits Cultural Progress

Neil Johnston

Most of us leave a tremendous impact on pharmacies we work for (as proprietors, managers, contractors or employees)—in ways we’re not even aware of.
But organisational memories are often all too short, and without a central way to record that impact and capture the knowledge and individual contributions, they become lost to time.
It is ironic that technology has provided us with phenomenal tools for communication and connection, but much of it has also sped up our work lives and made knowledge and memory at work much more ephemeral.

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Academics on the payroll: the advertising you don't see

Staff Writer

This article was first published in The Conversation and was written by Wendy Lipworth, University of Sydney and Ian Kerridge, University of Sydney
In the endless drive to get people’s attention, advertising is going ‘native’, creeping in to places formerly reserved for editorial content. In this Native Advertising series we find out what it looks like, if readers can tell the difference, and more importantly, whether they care.
i2P has republished the article as it supports our own independent and ongoing investigations on how drug companies are involved in marketing-based medicine rather than evidence-based medicine.

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I’ve been thinking about admitting wrong.

Mark Neuenschwander

Editor's Note: This is an early article by Mark Neuenschwander we have republished after the soul-searching surrounding a recent Australian dispensing error involving methotrexate.
Hmm. There’s more than one way you could take that, huh? Like Someday when I get around to it (I’m not sure) I may admit that I was wrong about something. Actually, I’ve been thinking about the concept of admitting wrong. So don’t get your hopes up. No juicy confessions this month except that I wish it were easier for me to admit when I have been wrong or made a mistake.
Brian Goldman, an ER physician from Toronto, is host of the award-winning White Coat, Black Art on CBC Radio and slated to deliver the keynote at The unSUMMIT for Bedside Barcoding in Anaheim this May. His TED lecture, entitled, “Doctors make mistakes. Can we talk about it?” had already been viewed by 386,072 others before I watched it last week.

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Dispensing errors – a ripple effect of damage

Kay Dunkley - BPharm, Grad Dip Hosp Pharm, Grad Dip Health Admin, MPS, MSHPA

Most readers will be aware of recent publicity relating to dispensing errors and in particular to deaths caused by methotrexate being incorrectly packed in dose administration aids.
The Pharmacy Board of Australia (PBA), in its Communique of 13 June 2014, described a methotrexate packing error leading to the death of a patient and noted “extra vigilance is required to be exercised by pharmacists with these drugs”.
This same case was reported by A Current Affair (ACA) in its program on Friday 20 June
http://aca.ninemsn.com.au/article/8863098/prescription-drug-warning

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Take a vacation from your vocation

Harvey Mackay

Have you ever had one of those days when all you could think was, “Gosh, do I need a vacation.”
Of course you have – because all work and no play aren’t good for anyone.
A vacation doesn’t have to be two weeks on a tropical island, or even a long weekend at the beach. 
A vacation just means taking a break from your everyday activities. 
A change of pace. 
It doesn’t matter where.
Everyone needs a vacation to rejuvenate mentally and physically. 
But did you also know that you can help boost our economy by taking some days off? 
Call it your personal stimulus package.

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Explainer: what is peer review?

Staff Writer

This article was first published in the Conversation. It caught our eye because "peer review" it is one of the standards for evidence-based medicines that has also been corrupted by global pharma.
The article is republished by i2P as part of its ongoing investigation into scientific fraud and was writtenby Andre Spicer, City University London and Thomas Roulet, University of Oxford
We’ve all heard the phrase “peer review” as giving credence to research and scholarly papers, but what does it actually mean?
How does it work?
Peer review is one of the gold standards of science. It’s a process where scientists (“peers”) evaluate the quality of other scientists' work. By doing this, they aim to ensure the work is rigorous, coherent, uses past research and adds to what we already knew.
Most scientific journals, conferences and grant applications have some sort of peer review system. In most cases it is “double blind” peer review. This means evaluators do not know the author(s), and the author(s) do not know the identity of the evaluators.
The intention behind this system is to ensure evaluation is not biased.
The more prestigious the journal, conference, or grant, the more demanding will be the review process, and the more likely the rejection. This prestige is why these papers tend to be more read and more cited.

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Dentists from the dark side?

Loretta Marron OAM BSc

While dining out with an elderly friend, I noticed that he kept his false tooth plate in his shirt pocket. He had recently had seven amalgam-filled teeth removed, because he believed that their toxins were making him sick; but his new plate was uncomfortable. He had been treated by an 'holistic dentist'. Claiming to offer a "safe and healthier alternative" to conventional dentistry, are they committed to our overall health and wellbeing or are they promoting unjustified fear, unnecessarily extracting teeth and wasting our money?

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Planning for Profit in 2015 – Your key to Business Success

Chris Foster

We are now entering a new financial year and it’s a great time to reflect on last year and highlight those things that went well and those that may have impacted negatively in the pursuit of your goals.
It's also a great to spend some time re-evaluating your personal and business short, medium and long term goals in the light of events over the last year.
The achievement of your goals will in many cases be dependent on setting and aspiring to specific financial targets. It's important that recognise that many of your personal goals will require you to generate sufficient business profits to fund those aspirations

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ReWalk™ Personal Exoskeleton System Cleared by FDA for Home Use

Staff Writer

Exoskeleton leader ReWalk Robotics announced today that the U.S. Food and Drug Administration has cleared the company’s ReWalk Personal System for use at home and in the community.
ReWalk is a wearable robotic exoskeleton that provides powered hip and knee motion to enable individuals with Spinal Cord Injury (SCI) to stand upright and walk.
ReWalk, the only exoskeleton with FDA clearance via clinical studies and extensive performance testing for personal use, is now available throughout the United States.

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Attracting and Retaining Great People

Barry Urquhart

Welcome to the new financial year in Australia.
For many in business the past year has been described as a challenging period.
Adjectives are a key feature of the English language.  In the business lexicon their use can be, and often is evocative and stimulate creative images.  But they can also contribute to inexact, emotional perceptions.
Throughout the financial pages of newspapers and business magazines adjectives abound.
References to “hot” money draw attention and comment.  The recent wave of funds from Chinese investors, keen to remove their wealth from the jurisdiction and control of government regulations is creating a potential property bubble in Australia.

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Updating Your Values - Extending Your Culture

Neil Johnston

Pharmacy culture is dormant.
Being comprised of values, unless each value is continually addressed, updated or deleted, entire organisations can stagnate (or entire professions such as the pharmacy profession).
Good values offer a strong sense of security, knowing that if you operate within the boundaries of your values, you will succeed in your endeavours.

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Evidence-based medicine is broken. Why we need data and technology to fix it

Staff Writer

The following article is reprinted from The Conversation and forms up part of our library collection on evidence-based medicines.
At i2P we also believe that the current model of evidence is so fractured it will never be able to be repaired.
All that can happen is that health professionals should independently test and verify through their own investigations what evidence exists to prescribe a medicine of any potency.
Health professionals that have patients (such as pharmacists) are ideally placed to observe and record the efficacy for medicines.
All else should confine their criticisms to their evidence of the actual evidence published.
If there are holes in it then share that evidence with the rest of the world.
Otherwise, do not be in such a hurry to criticise professions that have good experience and judgement to make a good choice on behalf of their patients, simply because good evidence has not caught up with reality.

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Laropiprant is the Bad One; Niacin is/was/will always be the Good One

Staff Writer

Orthomolecular Medicine News Service, July 25, 2014
Laropiprant is the Bad One; Niacin is/was/will always be the Good One
by W. Todd Penberthy, PhD

(OMNS July 25, 2014) Niacin has been used for over 60 years in tens of thousands of patients with tremendously favorable therapeutic benefit (Carlson 2005).
In the first-person NY Times best seller, "8 Weeks to a Cure for Cholesterol," the author describes his journey from being a walking heart attack time bomb to a becoming a healthy individual.
He hails high-dose niacin as the one treatment that did more to correct his poor lipid profile than any other (Kowalski 2001).

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Culture Drive & Pharmacy Renewal

Neil Johnston

Deep within all of us we have a core set of values and beliefs that create the standards of behaviour that we align with when we set a particular direction in life.
Directions may change many times over a lifetime, but with life experiences and maturity values may increase in number or gain greater depth.
All of this is embraced under one word – “culture”.
When a business is born it will only develop if it has a sound culture, and the values that comprise that culture are initially inherent in the business founder.
A sound business culture equates to a successful business and that success is often expressed in the term “goodwill” which can be eventually translated to a dollar value.

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ReWalk™ Personal Exoskeleton System Cleared by FDA for Home Use

Staff Writer

Exoskeleton leader ReWalk Robotics announced today that the U.S. Food and Drug Administration has cleared the company’s ReWalk Personal System for use at home and in the community.
ReWalk is a wearable robotic exoskeleton that provides powered hip and knee motion to enable individuals with Spinal Cord Injury (SCI) to stand upright and walk.
ReWalk, the only exoskeleton with FDA clearance via clinical studies and extensive performance testing for personal use, is now available throughout the United States.

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Pharmacy 2014 - Pharmacy Management Conference

Neil Johnston

The brave new world of health and wellness is not the enemy of Pharmacy, it is its champion.
Australian futurist, Morris Miselowski, one of the world's leading business visionaries, will present the Opening Keynote address on Pharmacy's Future in the new Health and Wellness Landscape at 2.00pm on Wednesday July 30.
Morris believes the key to better health care could already be in your pocket, with doctors soon set to prescribe iPhone apps, instead of pills.
Technology will revolutionise the health industry - a paradigm shift from healthcare to personal wellness.
Health and wellness applications on smartphones are already big news, and are dramatically changing the way we manage our personal health and everyday wellness.

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Generation and Application of Community Pharmacy Research

Neil Johnston

Editor’s Note: We have had a number of articles in this issue relating to pharmacy research.
The PGA has conducted a number of research initiatives over the years, including one recently reported in Pharmacy News that resulted from an analysis of the QCPP Patient Questionnaire.
Pharmacy Guild president, George Tambassis, appears to have authored the article following, and there also appears to be a disconnect between the survey report and its target audience illustrated by one of the respondent comments published.
I have asked Mark Coleman to follow through, elaborate and comment:

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Marketing Focus E-Zine

Barry Urquhart

articles by this author...

Barry Urquhart, Managing Director of Marketing Focus, Perth. Barry is an internationally recognised conference keynote speaker, facilitator of strategic planning workshops and marketing business coach.
Contact Barry: TEL:61 8 9257 1777 - EMAIL: urquhart@marketingfocus.net.au -
WEB: www.marketingfocus.net.au

A MARKETERS DREAM- PRE QUALIFIED PROSPECTS

Pre-qualified prospect.

A business ideal has arrived.
The new reality in marketing and business today is that when business owners, managers and sales people first talk to new and prospective clients, many are pre-qualified. Indeed, self qualified.

These often first time prospective purchasers are well informed, confident, discerning, often articulate and assertive. Moreover, they are ready to buy and have the capacity to conclude a deal, typically, now.

Significantly, in the current communications and relationship era the power base has shifted to consumers, clients and customers. The key leverage is the readily inexpensive access to multiple channels and sources of information.

In many respects, business leaders, marketers, public relations consultants and advertising agents, in particular, have witnessed an ebbing of their previous seemingly impregnable power structures.

Images, status, market positions and bases for market competitiveness and appeal are now determined to some considerable degree by spheres of influence, over which businesses have little or no influence or control.

A weakening in market presence, market share and market positioning can be and often is a consequence of a lack of control over or consideration by many businesses of the media channels which are readily accessible to and by prospective clients.

Insufficient attention and resources are being allocated to the aspects of website profiles, interactivity, currency and relevance. Similarly the customer, purchaser or client ordering experiences begin from the initial contact with an email address, website, telephone system and the ingress points of a parking area.

Unkempt and poorly maintained parking areas of premises are physically conspicuous to all. What is not truly appreciated by some is the poor house keeping which is evident on websites, message bank messages, on mobile and landline telephone systems and the remarkably unfriendly, obstructionist automated telephone systems.

Technophile consultants who strive to increase the efficiency of clients communication processes too often overlook the effectiveness of encouraging and facilitating easy and prompt access to individual branches, departments and people by prospective, existing and past clients. Remedial action is often required to ensure the channels of communication are open and welcoming.

A weakening in market presence, market share and market positioning can be and often is a consequence of a lack of control over or consideration by many businesses of the media channels which are readily accessible to and by prospective clients.
Insufficient attention and resources are being allocated to the aspects of website profiles, interactivity, currency and relevance. Similarly the customer, purchaser or client ordering experiences begin from the initial contact with an email address, website, telephone system and the ingress points of a parking area.
Unkempt and poorly maintained parking areas of premises are physically conspicuous to all. What is not truly appreciated by some is the poor house keeping which is evident on websites, message bank messages, on mobile and landline telephone systems and the remarkably unfriendly, obstructionist automated telephone systems.
Technophile consultants who strive to increase the efficiency of clients communication processes too often overlook the effectiveness of encouraging and facilitating easy and prompt access to individual branches, departments and people by prospective, existing and past clients. Remedial action is often required to ensure the channels of communication are open and welcoming.
DAUNTIING REALISATION
It is a daunting realisation to some that prospective clients and customers have formed reasoned opinions, images and perceptions about an entity, it’s products and services, long before actually speaking to a team member.
Beware the words, “I’ve heard about you, your business and the products.” That raises the question:-“Who said what about whom and when?”
In some instances, the entity and its people are on the back foot before the relationship is established, the negotiating begins and the sale approaches closing.
There are five phases through which the consumers, customers and clients progress towards the successful completion of a sale, being:-
· Apathy and ignorance
· Interest
· Information
· Sale
· Service
Sales driven and oriented organisations typically skip or give tertiary consideration to the initial three phases. That is one major contributing reason for wide fluctuations in demand, varying response rates to advertising initiatives and a decided lack of customer loyalty.
Contemporary and astute marketers now recognise that a passive approach to overcoming consumers apathy and ignorance, stimulating interest and providing current relevant and easily accessible information is dangerous and exposes the entity to heightened risk and possibly uncompetitive standings.
Total control over all channels of communications about aspects of the entity, its policies, people, products and services is not possible. However, engagement is.
More than ever before in the annals of business and corporate history it is imperative that pre-emptive initiatives be taken to set the agenda and to formulate the purchase criteria which will or should be applied by prospective clients and customers to conclude a favourable, mutually rewarding decision.
Let me share with you a recent experience that is a very apt case study.
A legal practitioner, a partner of an aggressive second tier firm of solicitors and lawyers, expressed disappointment and, to some degree, bewilderment, that his group was not enjoying more briefs, revenue, profits, market share and dominance.A strong schedule of television advertising had developed an acceptable, if not desirable, presence in the marketplace.
Unaided awareness, recognition and prompted recall are simply not enough. This experienced and qualified lawyer did not appreciate that.
Many corporate and individual clients are sensitive to the professional fee charge rates of legal practitioners. The typical 6 minute metre countdown is scorned at by many.In this particular practice, the professional fee rate is charge at intervals of 100 units per hour. That’s right, the metre ticks over every 36 seconds.
Little wonder then, the pathway to the door of this practice is not well worn.Upon receipt of information about the charge rating system, the interest of prospective clients quickly wanes and regression towards a state of apparent apathy and indifference (if not ignorance) is achieved.
DIY HOME BUYERS
An increasing number of new home builders are now sensitive to and are capturing the imaginations and custom of a new evolving market segment, the Do-It-Yourself Home Designer.These people enjoy the challenge and satisfaction of completing their own initial and rudimentary house designs.
To match that demand a select few new home builders have updated their interactive websites to enable people to modify online standard house designs or to develop their own plan from certain modules of a home layout.
It’s creative, responsive and above all, it is providing a competitive advantage.
By the time the homebuilding company sales representative speaks to the prospective buyer for the first time, he, she or they are pre-qualified, have determined a cost estimate and a budget and, in many instances, have received approval for finance. Welcome to Marketing 2009
ONLINE
Goodwill and good relations can and should be established with initial telephone contact made by a prospective client and customer.
Inefficient, outdated telephone systems are nominated by consumers to be the single most annoying, recurring and frustrating experience they encounter.
Obsolete messages and outdated tape and disk, on-hold telephone answering services reflect poorly on the relevance and imagination of the company.
International operator Online Onhold is able to customise messages and change them daily, if required, to provide weather patterns, stock market reports, local news and industry specified briefings. That alone can positively pre-qualify a prospective client or customer.
So, get to it. Start developing strategies and tactics which enable prospective customers to become pre-qualified.
 
Contact: Mark Horwood
Online Onhold
Tel: 1 300 854 022
Email: mark.horwood@olmediacom.com
Web: www.olmediacom.com
 
 
THE AUTHOR
Barry Urquhart is renowned internationally for his strikingly accurate forecast of the finish of the economic boom in 2008.
 
His well documented projection from early in 2006 of a specific date made media headlines around the world and enabled clients to plan for the event …
10.35pm, Sunday 24 August, 2008. It was the closing moments of the Beijing Olympics.
 
Barry’s subsequent warnings of the credit meltdown, increasing unemployment levels and branch, plant, model and services closures have enabled companies, large and small, to gain and sustain competitive advantages. His customised keynote addresses are in demand around the world.
 
Tel: (08) 9257 1777
 
Email: Urquhart@marketingfocus.net.au
 
Web: www.marketingfocus.net.au
 

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