The Pharmaceutical Journal
Vol 280 No 7500 p535
3 May 2008

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• Trimethoprim (2)
• Personalised service
• Shambolic procedures
• White Paper
• Workload
• Patents and generics
• Learning@lunch
• Minority languages
• Domain names
• Public relations (2)
• New professional body (2)
• The Society

Letters to the Editor

Personalised service

Funds may not stretch to tailored service

From Mr B. Shooter, MRPharmS

I was pleased to read Steve Tomlin’s Agenda article (PJ, 19 April 2008, p475) “Pharmacists should dispense information”.

He echoes the theories of Michael Porter, of Harvard Business School, who states that to maximise success we should strive to differentiate the product and service. Tailored information on medicines is a good example.

If we could provide personalised information our profession would be striving for excellence rather than the mediocrity of the standardised leaflets we supply now.

However there is a problem. I can buy a ready-to-wear suit for around £150, but a bespoke outfit from Saville Row costs around £4,000. Will our paymasters pay the premium for a tailored service?

Barry Shooter
Aldeburgh, Suffolk

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