Internet and mail order delivery not a threat to traditional pharmacies
Pharmacists need not fear new technologies such as internet and mail-order pharmacy, a recent review published in the International
Journal of Pharmacy Practice suggests.
The review, by pharmacists from the University of Manchester and Monash
University, Australia, says that many countries have proved alternative
delivery methods for pharmacy services exist symbiotically with traditional
pharmacy.
They comment that the debate about the impact of such new services on
quality of care and patient outcome continues. The authors looked at
alternative methods of health care provision and discuss the implication
for delivery of pharmaceutical services, particularly supply of prescription
medicines and pharmaceutical advice. They examined patient satisfaction
with various services and highlight the consequences for the profession.
For internet pharmacy, patients appreciate immediate connection to a
pharmacist via e-mail, but were disappointed when requests for advice
were delayed or ignored. The authors advise pharmacists not to feel threatened
by internet services but to look at them as an opportunity to expand
or diversify. “Clicks and mortar pharmacies” consisting of
internet sites linked with high street stores are popular in America,
they note.
Mail order pharmacy also offers community pharmacies the opportunity
to diversify, as these services could “easily be incorporated into
traditional community pharmacy practice”. Community pharmacists
could make patients more aware of collection and delivery services and
remind patients by telephone to order their prescriptions (after having
obtained consent to do so). In addition, pharmacists could provide advice
on medicines by telephone.
Medical helpline services were of specific relevance to pharmacy if they
dealt with urgent needs for advice on drug-related problems. In one study
of a hospital-based medicines information helpline, it was found that
two thirds of callers avoided a medication problem as a result of the
call. The authors say that commitment by the UK Government may provide
pharmacy with the opportunity to provide innovative extended hours services.
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