Sage Journals: Discover world-class research

Abstract

Background: Promotional videos are an effective means of marketing products or services in this era of social media. However, little is known if such videos can be a useful tool to promote pharmacy services. Objective: To assess the impact of promotional videos on public awareness of the health services provided by New Zealand pharmacists. Methods: This experimental study used an online questionnaire and promotional videos developed by the Pharmaceutical Society of New Zealand as an intervention to assess the public’s perspectives about pharmacy services before and after the intervention. The survey was sent out to 1 127 randomly selected members of the public aged 18 and above from all over New Zealand. Data were analysed using descriptive statistics and thematic analysis. Results: A total of 313 participants completed the survey. The majority (95.8%) had not heard of the promotional videos before. However, 84.3% found the videos informative and nearly three-quarters (74.1%) reported a change in their perception of pharmacy services after watching the video. Similarly, 63.2% reported that they or a family member would be more likely to visit a pharmacy in the future after watching the promotional video. Less than half (40%) of the participants reported that the videos were too long and only 11.5% found them boring. Conclusion: The PSNZ videos were found to be an effective tool for educating New Zealanders on different pharmacy services and the pharmacy profession, however, there is a need to choose the advertising platform carefully so as to enhance the coverage.

Keywords

promotional videos pharmacists pharmacy services awareness New Zealand

Introduction

Community pharmacies are often the first point of contact for patients and may be the only interaction that a patient has with the healthcare system.^1–3 Recent years have seen a tremendous growth and significant changes in the services provided by pharmacists both locally and internationally. From retailing and sourcing, manufacturing and supplying of medicines (dispensers and store-keepers) pharmacists have evolved as healthcare professionals having active involvement in team-based patient care and performing more clinically orientated activities.⁴

The education of pharmacists has traditionally focussed on manufacture and supply but in recent years the focus has shifted solidly to patient-centred care.⁵ Approximately 75% of pharmacists in New Zealand (NZ) practice as community pharmacists.³ Community pharmacies primarily service their local communities by ensuring appropriate medicine supply and offering a range of other services such as advice on medicines use, health consultations, INR/warfarin monitoring, emergency contraceptive prescribing, blood pressure checks, and vaccinations, to name a few.⁶

Pharmacy services and practices in NZ are expanding as the landscape in community pharmacy continues to change with policy-directives calling for pharmacists to be more accessible for patient care and consultations and free up their time from the medicine supply function. Pharmacists are taking on more clinical roles in community pharmacies with wider scopes of practice.^7–9 Being accessible, and as a first point of contact with patients, pharmacists can make a huge difference in health outcomes through optimizing medicines use, especially in collaboration with other health professions.³ Some examples where pharmacists in NZ are helping improve outcomes are in reducing medication related adverse effects and hospital admissions by undertaking comprehensive medicines reviews.^10–13

Considering the changing face of the pharmacy profession in NZ and the need to increase public awareness of advanced pharmacy services, the Pharmaceutical Society of New Zealand (PSNZ) created a video entitled ‘Get to know your local pharmacist’ and released it on Youtube^® in September 2018. The aim of the video was to promote the full range of services provided by pharmacists and to increase community awareness of these. The video was uploaded in 3 different versions with version 1 aimed at a Māori (indigenous people of NZ) audience, and versions 2 and 3 with female and male voiceovers respectively. However, none of the versions appear to have attracted a large number of viewers on YouTube and up until April 2020 when this study was conducted, the total number of views across all the versions was 512 with 291 as the highest number for a single version (the Māori version).

As a result of this low engagement there was concern about the effectiveness of these videos in raising public awareness about pharmacy services. This could be attributed to the unsuitability of Youtube® as a sharing platform, especially in the absence of focused promotion, the public being aware of pharmacy services through other means, or because the public is somewhat apathetic about knowing the services offered by their local pharmacy. Therefore, an evaluation needed to be performed to determine what the impact of promotional videos about pharmacist services has on the public’s perception of pharmacy and their intended uptake of these services.

Patient satisfaction has long been considered an important factor in determining the quality of patient care delivered.¹⁴ It is critical that healthcare consumers have a better awareness of the roles and responsibilities of pharmacists in order to improve the pharmacist-patient relationship and patients’ satisfaction with pharmacy services.¹⁵ Despite the fact that the pharmacy profession is steadily transitioning from product-focused to patient-centred care in a multi-disciplinary environment, the international literature suggests that patient and public awareness and subsequent uptake of pharmacy services has been limited.^16–24 This study aims to explore whether the PSNZ promotional videos were an effective intervention for educating New Zealanders about the range of pharmacy services available and whether they were likely to enact any behavioural change in consumers around pharmacy engagement.

Methods

A ‘before-after’ study design was employed.²⁵ The PSNZ video was used as an intervention and participants’ knowledge and awareness of the range of pharmacy services available was assessed before and after watching the video. In addition, participants were asked about the impact of the videos on their intended future use of pharmacy.

Study Participants

Participants were members of the public aged 18 years or older with access to the internet and a computer, tablet, or smart mobile phone with the ability to fill out the survey.

Questionnaire

A self-administered online questionnaire was used for data collection. The questionnaire contained 24 questions. The first 6 questions gathered relevant demographic information. The following 4 questions assessed participants’ awareness and utilisation of a range of pharmacy services. The next 3 questions were on participants’ awareness about PSNZ and the promotional video followed by a link to the video which they were asked to watch. The final eleven questions asked participants to report whether the video had changed their knowledge and perception of pharmacy services, likely future use of services, and requested feedback on the video. The questionnaire used both open and close-ended questions.

Data Collection

Following ethical approval (ref: D19/379) from the University’s Human Ethics Committee (Anon University), the survey was piloted with 30 participants who were expected to be similar to the respondents. Minor amendments to improve the clarity of the questions were made following the pilot. The finalized survey was then sent out to 1 127 randomly selected members of the public with the help of a survey company (SurveyEngine®) who also assisted in the piloting phase.

Data Analysis

Quantitative demographic data was summarised using descriptive statistics and reported as frequencies and percentages.

In analyzing and reporting the “pre and post” behaviours, due to the paired, nominal nature of the data, McNemar’s test²⁶ was used to analyse the significance of differences between visiting a pharmacy for health concerns before and after the intervention. A P value <.05 was considered statistically significant.

Qualitative analysis of responses to open-ended free text questions were analysed using content analysis. Content analysis represents a formal approach to qualitative data analysis when faced with a mass of open-ended material to make sense of.²⁷ Data was coded to build overarching themes and sub-themes within the questions asked; supported by quotations linking interpretation to data. In line with the positivistic content analytic process, themes and sub-themes emerged from the analysis and were presented in a table. Their attribution was outlined in the form of frequencies and percentages of the respondents whose responses included a particular theme.²⁸

Results

Participant Demographics

A total of 313 responses were included in the final analysis. Incomplete surveys and responses from those who had previously watched the promotional videos, were excluded. Table 1 presents the demographic details of the participants. The mean age of the respondents was 43.4 years. There were nearly equal numbers of male and female participants and just over half of the sample identified themselves as New Zealand European (54.1%).

Table 1.

Demographic characteristics (n = 329).

Characteristics	n	%
Gender
Male	148	47.3
Female	165	52.7
Age
18-29	85	27.2
30-39	53	16.9
40-49	57	18.2
50-59	60	19.2
60 and above	58	18.5
Ethnicity
NZ European	153	48.8
Māori	48	15.3
Pacific peoples	21	6.7
Asian	64	20.4
MELAA^a	7	2.2
Other	20	6.4
Education level
Some high school	25	8.0
NZ school Certificate/NCEA^b Level 1	26	8.3
NZ Sixth form Certificate/NZ UE^c before 1986/NCEA Level 2	21	6.7
NZ Higher school Certificate/NZ University Bursary/NCEA Level 3	37	11.8
Tertiary Diploma	53	17.0
Tertiary Bachelor’s degree	98	31.3
Master’s degree	33	10.5
Doctoral degree	8	2.6
Other	12	3.8
Annual income
Below $30,000	95	30.4
$30,000 - $44,999	42	13.4
$45,000 - $59,999	56	17.9
$60,000 - $74,999	44	14.1
$75,000 - $89,999	22	7.0
$90,000 or higher	54	17.3

^aMiddle Eastern, Latin American, and African.

^bNew Zealand’s National Certificates of Educational Achievement (NCEA) are national qualifications for senior secondary school students.

^cUniversity Entrance (UE) is the minimum requirement to go to a New Zealand University.

Just over two thirds (67.7%) of the participants regularly visited a pharmacy and of these over half (51.4%) visted for prescription filling. The remainder visited for purchasing OTC medicines, supplements, personal care products and cosmetics, and for consulting with pharmacists about their medications.

Awareness and Pharmacy Service Utilisation

Table 2 compares the self-reported awareness and use of pharmacy services by the respondents. Three services that participants were most aware of included: sale of OTC medicines (84%), sale of beauty products (78.6%), and giving of health advice (78.3%). Among the services that participants were least aware of included warfarin INR monitoring (5.8%), infection testing (sexually transmitted infection testing, throat swabs) (10.2%), Long term conditions (LTC) service (23.6%), treating urinary tract infections (UTIs) and erectile dysfunction (23.6%), and methadone programmes for addiction treatment (24.3%).

Table 2.

Awareness and use of pharmacy services.

Services	Awareness		Use
Services	n	%	n	%
Blood checks (blood pressure, blood glucose)	160	51.1	32	10.2
Compounding (making medicines eg creams)	160	51.1	46	14.7
Giving health advice	245	78.3	74	23.6
Infection testing	32	10.2	9	2.9
Long-term conditions service	74	23.6	54	17.3
Methadone programme	76	24.3	4	1.3
Pharmacist supply of oral contraceptives	179	57.2	24	7.5
Sale of beauty products	246	78.6	89	28.4
Sale of OTC medications	263	84.0	173	55.3
Smoking cessation services	151	48.2	14	4.4
Travel services	183	58.5	46	14.4
Urinary tract infections and erectile dysfunction	74	23.6	10	3.2
Vaccination	159	50.8	37	11.6
Warfarin INR monitoring	18	5.8	2	0.6

Similar patterns but with lower percentages were observed in terms of actual use of services with sale of OTC medicines (55.3%), sale of beauty products (28.4%), and giving health advice (23.6%) as the most frequent reasons, and warfarin INR monitoring (.6%), methadone programme (1.3%), infection testing (2.9%), and treating UTI and erectile dysfunction (3.2%) as the least commonly used services.

Of the 313 respondents only 13 (4.2%) reported an awareness of the PSNZ promotional videos but no respondents had watched them. However, after watching the video nearly three-quarters (74.1%) reported a change in their perception of pharmacy services. Figure 1 highlights that out of those who reported a change in perception, the majority (n = 210; 90.5%) reported an increased awareness of pharmacy services and greater than one-third (n = 94; 40.5%) reported an increase in their trust for the pharmacy profession.

Figure 1.

Perceptions of the pharmacy profession.

No Change in Perceptions Following the Video

For the half of respondents who reported no change in perception of pharmacy after watching the video, the most common reason cited was that they were already aware of or had positive opinion about the services highlighted in the video (n = 46; 56.8%). This can be inferred from the following quotes:

“I already had a positive opinion, this just reinforced my thoughts.” (Participant 211)

“Nothing would change my perception as I already know what pharmacies offer.” (Participant 300)

Another reason for no perception change reported by nearly 10% (n = 8) of participants’ was ‘resistance to acknowledge the pharmacist as an essential member of the health‐care team’ as described in the following quotes:

“Too used to seeing the doctor beforehand.” (Participant 269)

“They are not doctors or nurses.” (Participant 136)

A total of 6.1% of the responses were categorized as related to the video quality and content that weren’t effective enough to change the perception, as described in the following quotes:

“The video never really grabbed my attention as the visuals weren’t filmed video.” (Participant 318)

“It seemed to give relatively general information.” (Participant 224)

“Not very clear.” (Participant 218)

The remaining 27.1% of the respondents whose perception did not change after watching the video did not cite any reason.

Before After Results

In response to the question whether respondents (or one of their family members) would be more likely to visit a pharmacy in the future after watching the video, nearly two thirds (63.2%) selected ‘yes.’

Table 3 compares the number of participants who would visit a pharmacy before and after watching the video. There was a significant increase in the number of participants who would visit a pharmacy for all health concerns and services except ‘prescription medications’ which already was a major reason for visiting pharmacies.

Table 3.

Comparison of number of participants visiting a pharmacy for a range of health concerns before and after the video.

Health Concerns and Services	Number of Participants		P value
Health Concerns and Services	Before Video	After Video	P value
Sprains and strains	36	115	<.001
Cuts and open wounds	45	112	<.001
Hay fever, allergy, and rash	100	167	<.001
Headache and body pain	96	164	<.001
Prescription medications	226	231	.60
Cold and flu	129	175	<.001
Chicken pox	5	44	<.001
Advice about pre-existing medical conditions	25	149	<.001
Advice about medicines	59	195	<.001

Participant Feedback on Videos

The results of the survey question asking the participants to rate the promotional videos on a scale of 5 are presented in Figure 2. The largest proportion (n = 132; 42.2%) rated the video as a 4 suggesting that they enjoyed the video but it wasn’t the best, followed by 92 (29.4%) who really liked the video and rated it as a 5.

Figure 2.

Perceptions of PSNZ promotional videos.

When asked whether they had any positive feedback about the video intervention, 264 (84.3%) thought that the video was informative and only one-third 104 (33.2%) found it relatable. This is presented in Figure 3.

Figure 3.

Positive feedback on PSNZ promotional videos.

Figure 4 summarises the negative feedback about the videos. A total of 125 (40.0%) participants thought that the video was ‘too long’ followed by 36 (11.5%) who found it ‘boring.’ However, only a small proportion 5 (1.6%) had difficulty in understanding the content of the video.

Figure 4.

Negative feedback on PSNZ promotional videos.

Free-Text Content Analysis

The thematic analysis centred around questions relating to low uptake, video improvement and promoting pharmacy in the future. Emergent themes, subthemes and associated quotes are outlined in Table 4.

Table 4.

Free text thematic analysis.

Theme	Sub-theme	Quotes
Low uptake	Lack of accessibility/advertisement	“Not enough marketing done to prompt a video like this or word of mouth so don’t really know what services a pharmacy can give”. (Participant 129) “I believe that these videos may not have been made widely available to the general public” (Participant 158) “Haven’t seen it advertised anywhere”. (Participant 258)
	Not knowing where to look	“I don’t think I’ve seen those types of videos before, and I wouldn’t know where to look if I wanted to.” (Participant 261) “I wouldn’t know where to find these informative videos.” (Participant 292) “Where on earth you happen to stumble across a video on pharmacies unless it was on TV/ads.” (Participant 364)
	Unawareness of its existence	“I hadn’t heard of them until now.” (Participant 312) “Haven’t seen these videos before or even knew they existed.” (Participant 473) “Not having a reason to look or not being aware that they exist.” (Participant 563)
Improving the videos	Video presentation and content	“The video is too boring, you can add a little interesting content.” (Participant 309) “Maybe don’t go with the animated style. Put kiwis in the ad.” (Participant 665) “I think they need to be punchier.” (Participant 493)
Improving the videos	Shortening the video	“It could be shorter more concise.” (Participant 493) “I just know that I wouldn’t have watched it to the end if it hadn’t been for this survey. Too long and generic.” (Participant 493) “Maybe shortening the video.” (Participant 493) “Honestly the ad looked like it was repeating the same stuff because it was too long” (Participant 493)
Promoting pharmacy in the future	Advertise more/on more media	“That video helped inform me that the pharmacy is more than a place to get my prescriptions and passport photos. Maybe get some more videos like that out in the media.” (Participant 493) “They need to be distributed to people more widely – people aren’t going to seek them out if they don’t know that they exist” (Participant 493) “TV and web advertising, and just continue to be great at their jobs” and “promote the videos on social media.” (Participant 493)
	Advertise around the pharmacy and GP clinics	“Flyers of pharmacy services offered in local medical centers and GP offices.” (Participant 479) “Have people at the pharmacy advice of these services they offer, or posters in store to advise customers while they’re waiting in line at the counter.” (Participant 471) “They could have a sign in the pharmacy premises as people often have to wait a while for prescriptions to be served.” (Participant 419)
	Pharmacies need to have more private spaces	“Pharmacies are too public to ask for advice over the counter.” (Participant 281) “Part of the problem with talking about sensitive medical issues at a pharmacy is that it is usually in a public space – I wouldn’t want to talk about things like erectile dysfunction with other random people around! Maybe have a private room where it’s possible to talk about sensitive things.” (Participant 230) “Confidentiality should be a priority and people will trust them the way they do their GPs.” (Participant 425)

Low Uptake

Three prominent sub-themes were identified from the free-text responses to the question on reasons for low uptake of the PSNZ videos. These included ‘Lack of accessibility/advertisement’ (25.4%), ‘Not knowing where to look’ (23.7%), and ‘unawareness of its existence’ (16.6%).

Improving the Videos

In response to the question on constructive feedback to improve the videos, 2 sub-themes emerged; video presentation and content (17.1%) and shortening the video (16.1%).

Promoting Pharmacy in the Future

Three prominent themes were generated from the suggestions of the participants on promoting the pharmacy services better in the future; advertise more/on more media (46.8%), advertise around the pharmacy and GP clinics (15.3%), and pharmacies need to have more private spaces (1.7%).

Table 4 presents an account of the selected quotes for each sub-theme.

Discussion

This study aimed to evaluate the effectiveness of promotional videos on the perception and intended uptake of patient-centred pharmacy services. Globally, there is scarce literature on the impact of such interventions as promotional videos on the public perception of pharmacy services. This study strives to fill this information gap by using NZ as a case study. With pharmacies being an essential primary care service, especially in recent COVID-19 times it is important to market and advertise the full range of clinically enhanced services that pharmacists and pharmacies provide.

Overall, the findings of this study align with trends found overseas with international literature on public awareness of pharmacy services suggesting that the low awareness found in this study is not exclusive to NZ.^29–34 A systematic review of patient and public perspectives of community pharmacies in the United Kingdom (UK) found an association between lack of awareness and poor utilisation of pharmacy services.³⁵ The widespread lack of awareness of advanced pharmacy services and pharmacist roles suggests that more needs to be done to promote the pharmacy setting as a desirable location for health‐care delivery both locally and internationally.³⁵

The findings of the study suggest that promotional videos are an effective tool to promote the profession and increase public awareness of pharmacy services. Although the study did not aim to identify the barriers to accessing pharmacy services, the open-ended feedback and reason for no change in perception of pharmacy upon viewing the video provides an opportunity for respondents to report factors that prevent them from utilising such services. Some of the noteworthy barriers reported by the participants included ‘resistance to acknowledge the pharmacist as an essential member of the health‐care team’ and ‘lack of privacy.’

Similar to another study, we found poor awareness of patient centred services, and pharmacies being seen mostly as a place to buy OTC and prescription medicines, and beauty products.³⁵ This is in line with the earlier findings reporting pharmacists being perceived as ‘behind the counter’ health care staff.³⁶ A general perception that physicians are superior to pharmacists in knowledge and training could be a contributing factor^36,37 and so could be the pharmacists’ lack of confidence and unwillingness to take on advanced clinical roles^38–41 as articulated by one of the participants “…. I have previously been advised by pharmacists to see my doctor when I have asked basic questions related to my prescriptions and medications.” (Participant 158)

Lack of privacy, the second noteworthy barrier to utilisation reported in this study, has repeatedly been reported as an issue for pharmacy.^39,42–46 However, the finding suggests a low awareness of consultations rooms in most NZ community pharmacies which needs to be addressed in future promotional strategies.

Success of any product or service in today’s world depends on how extensively it has been marketed and how widely it’s been recognized by the end user. Despite the myriad of services provided by pharmacists in NZ, there is a dearth of evidence on public perception of pharmacy and how effective current marketing strategies are in promoting these services. The findings of this study provide baseline information on how well pharmacy services are being marketed currently and public opinion on how to improve these marketing tools. The results of the study inform future studies and will be beneficial to pharmacy leadership and professional bodies in developing effective and well-received promotional strategies. A possible strategy to enhance the messaging and increase awareness among the population could be, having a bullet-point handout about the services offered for over the counter and prescription sales that goes with prescriptions. Since some respondents felt the videos were too long, future investigations should consider shorter length promotional videos. Similarly, the impact of demographic characteristics on awareness as well as understanding of promotional material makes an interesting area of research in the future.

As with any study there are limitations. Having access to an electronic device to complete the survey is likely to have caused underrepresentation of people with lower socioeconomic status; resulting in a potential for selection bias. Small sample size is another limitation and part of the reason was the large dropout rate due to technology issues and expired survey links. Therefore, the findings of the study should be generalised with caution. Nevertheless, the use of a survey company and random sampling ensured a large and demographically diverse sample. Lastly, the fact that the participants were asked what services they will use in the future immediately after watching the video does not necessarily mean that the awareness and perceived action will be translated into increased commitment and utilisation of pharmacy services.

Conclusions

The public’s understanding of the role of the pharmacist and the range of pharmacy services other than the provision of dispensed prescriptions remains low in NZ. Despite this, the PSNZ videos were found to be an effective tool for educating New Zealanders on the range of pharmacy services. This study suggests improvement in terms of choosing the right content and using the right platform to increase the viewership and engagement of the public around pharmacy. Overall, the intervention resulted in an increased awareness of pharmacy suggesting that the videos could be impactful if appropriate cut through was achieved. For future practice, more work is needed to ascertain from wider sample sizes of the NZ population the true perception of the pharmacy sector.

Footnotes

Author’s Note

All the authors had complete access to the study data that support the publication.

Author Contributions

M.A., C.M., and S.S. conceptualized and designed the study. All 4 authors were involved in designing the data collection instrument. P.R. collected data. P.R., M.A., and C.M. analysed and interpreted the data. P.R. and M.A. contributed to initial manuscript drafting. C.M. and S.S. critically reviewed and revised the manuscript for important intellectual content. All authors have reviewed, revised, and approved the final manuscript.

Declaration of Conflicting Interests

The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

Funding

The author(s) disclosed receipt of the following financial support for the research, authorship, and/or publication of this article: This work was supported by the grant from The New Zealand Pharmacy Education and Research Foundation (NZPERF).

ORCID iDs

Carlo Marra

Mudassir Anwar

References

Habeeb Ibrahim

Jose

Jegan

. Pharmacists in the wider public health workforce-a review. Arch Pharm Pract. 2012;3(2):166.

Son

Choi

Kim

. Public perceptions of the roles and functions of community pharmacies in the era of expanding scopes of pharmaceutical practice: A questionnaire survey in South Korea. Health Soc Care Community. 2019;27(4):1095-1101.

Ministry of Health . Pharmacy Action Plan: 2016 to 2020. Wellington (New Zealand). Ministry of Health; 2016. https://www.health.govt.nz/system/files/documents/publications/pharmacyactionplan-2016-to-2020.pdf

Wiedenmayer

Summers

Mackie

Gous

Everard

Tromp

. Developing Pharmacy Practice: A Focus on Patient Care. Geneva: World Health Organisation and International Pharmaceutical Federation; 2006.

School of Pharmacy UoO . Detailed Information about the Bachelor of Pharmacy Degree; 2020. https://www.otago.ac.nz/pharmacy/study-pharmacy/detailedinformation/

The Immunisation Advisory Council. Community pharmacist vaccination. 2020. https://www.immune.org.nz/pharmacists

Hashmi

Hassali

Khalid

Saleem

Aljadhey

Babar

ZUD

, et al. A qualitative study exploring perceptions and attitudes of community pharmacists about extended pharmacy services in Lahore, Pakistan. BMC Health Serv Res. 2017;17(1):500.

Hepler

Strand

. Opportunities and responsibilities in pharmaceutical care. Am J Hosp Pharm. 1990;47(3):533-543.

Hepler

. Pharmaceutical care. Pharm World Sci. 1996;18(6):233-235.

10.

Hatah

Braund

Tordoff

Duffull

. A systematic review and meta-analysis of pharmacist-led fee-for-services medication review. Br J Clin Pharmacol. 2014;77(1):102-115.

11.

Bush

Langley

Wilson

. The corporatization of community pharmacy: implications for service provision, the public health function, and pharmacy's claims to professional status in the United Kingdom. Res Social Adm Pharm. 2009;5(4):305-318. doi:10.1016/j.sapharm.2009.01.003

12.

Smith

Scahill

Harrison

Carroll

Medlicott

. Service provision in the wake of a new funding model for community pharmacy. BMC Health Serv Res. 2018;18(1):307.

13.

Cordina

McElnay

Hughes

. Societal perceptions of community pharmaceutical services in Malta. J Clin Pharm Ther. 1998;23(2):115-126. doi:10.1046/j.1365-2710.1998.00142.x

14.

Larson

Rovers

MacKeigan

. Patient satisfaction with pharmaceutical care; update of a validated instrument. J Am Pharm Assoc. 2002;42(1):44-50. doi: 10.1331/108658002763538062

15.

Worley

Schommer

Brown

Hadsall

Ranelli

Stratton

, et al.

Pharmacists’ and patients’ roles in the pharmacist-patient relationship: are pharmacists and patients reading from the same relationship script?

Res Social Adm Pharm. 2007;3(1):47-69. doi: 10.1016/j.sapharm.2006.03.003

16.

Andalo

. New research highlights lack of understanding among commissioners and public about pharmacy services. Pharm J. 2016. doi:10.1211/PJ.2016.20202023

17.

Awad

Al-Rasheedi

Lemay

. Public perceptions, expectations, and views of community pharmacy practice in Kuwait. Med Princ Pract. 2017;26:438-446. doi:10.1159/000481662

18.

Born

Pinto

DSL

Patel

DAS

Khuder

DSA

Vaidya

DVA

. Patients’ awareness, perceived benefit, and intent to participate in pharmacy services. Inov Pharm. 2016;7(3). http://pubs.lib.umn.edu/innovations/vol7/iss3/10

19.

Hindi

AMK

Schafheutle

Jacobs

. Patient and public perspectives of community pharmacies in the United Kingdom: A systematic review. Health Expect. 2018;21(2):409-428. doi:10.1111/hex.12639

20.

Cordina

McElnay

Hughes

. Societal perceptions of community pharmaceutical services in Malta. J Clin Pharm Ther. 1998;23(2):115-126.

21.

Cavaco

Dias

JPS

Bates

. Consumers’ perceptions of community pharmacy in Portugal: a qualitative exploratory study. Pharm World Sci. 2005;27(1):54-60.

22.

Gush

. Is funding for advanced services being misdirected? Pharm J. 2006;276:320.

23.

Hall

. Decommissioning – two areas explain the cuts. http://www.chemistanddruggist.co.uk/news/decommissioning-%E2%80%93-two-areas-explain-cuts. http://www.chemistanddruggist.co.uk/news/decommissioning-%E2%80%93-two-areas-explain-cuts. Accessed Januuary 25, 2022.

24.

Collins

. ‘More needs to be done’ to increase flu uptake. http://www.chemistanddruggist.co.uk/news/sector-welcomes-second-year-flu-service. http://www.chemistanddruggist.co.uk/news/sector-welcomes-second-year-flu-service. Accessed Januuary 25, 2022.

25.

Aggarwal

Ranganathan

. Study designs: Part 4 - Interventional studies. Perspect Clin Res. 2019;10(3):137-139. doi:10.4103/picr.PICR_91_19

26.

Pagano

. Principles of Biostatistics. 3rd Edition. CRC Press; 2004.

27.

Hussey

. Business Research: A Practical Guide for Undergraduate & Postgraduate Students. Basingstoke, Hampshire: Palgrave Macmillan; 2009.

28.

CreswellCreswell

JWJWR

. Design: Qualitative, Quantitative, and Mixed Methods Approaches. Thousand Oaks, CA: Sage Publications; 2003.

29.

Jin

Azhar

Murtaza

Xue

Mumtaz

Niu

, et al Quantitative study evaluating perception of general public towards role of pharmacist in health care system of Pakistan. Acta Pol Pharm. 2014;71:869-875.

30.

El Hajj

Salem

Mansoor

. Public’s attitudes towards community pharmacy in Qatar: a pilot study. Patient Prefer Adherence. 2011;5:405-422. doi:10.2147/PPA.S22117

31.

Mathialagan

Nagalinggam

Mathialagan

Kirby

. Relationship between performance barriers and pharmacist competency towards the implementation of an expanded public health pharmacy role. Int J Pharm Pract. 2015;23:320-326.

32.

Carter

Moles

White

Chen

. Patients’ willingness to use a pharmacist-provided medication management service: the influence of outcome expectancies and communication efficacy. Res Social Adm Pharm. 2012;8:487-498.

33.

Knox

Kelly

Mey

Hattingh

Fowler

Wheeler

. Australian mental health consumers’ and carers’ experiences of community pharmacy service. Health Expect. 2015;18:2107-2120.

34.

Tan

Hassali

Saleem

Shafie

Aljadhay

Gan

. Building intentions with the theory of planned behaviour: a qualitative assessment of salient beliefs about pharmacy value added services in Malaysia. Health Expect. 2016;19:1215-1225.

35.

Hindi

AMK

Schafheutle

Jacobs

. Patient and public perspectives of community pharmacies in the United Kingdom: A systematic review. Health Expect. 2018;21(2):409-428.

36.

Hobson

Scott

Sutton

. Pharmacists and nurses as independent prescribers: exploring the patient's perspective. Fam Pract. 2010;27:110-120.

37.

MacLure

George

Diack

Bond

Cunningham

Stewart

. Views of the Scottish general public on non‐medical prescribing. Int J Clin Pharm. 2013;35:704-710.

38.

Bryant

Coster

Gamble

McCormick

. General practitioners’ and pharmacists’ perceptions of the role of community pharmacists in delivering clinical services. Res Social Adm Pharm. 2009;5:347-362.

39.

Saramunee

Krska

Mackridge

Richards

Suttajit

Phillips-Howard

. How to enhance public health service utilization in community pharmacy?: general public and health providers’ perspectives. Res Social Adm Pharm. 2014;10:272-284.

40.

Ogunbayo

Schafheutle

Cutts

Noyce

. A qualitative study exploring community pharmacists’ awareness of, and contribution to, self‐care support in the management of long-term conditions in the United Kingdom. Res Social Adm Pharm. 2015;11:859-879.

41.

Latif

Waring

Watmough

, et al. Examination of England's New Medicine Service (NMS) of complex health care interventions in community pharmacy. Res Social Adm Pharm. 2016;12:966-989.

42.

Gidman

Cowley

. A qualitative exploration of opinions on the community pharmacists’ role amongst the general public in Scotland. Int J Pharm Pract. 2013;21:288-296.

43.

Twigg

Poland

Bhattacharya

Desborough

Wright

. The current and future roles of community pharmacists: views and experiences of patients with type 2 diabetes. Res Social Adm Pharm. 2013;9:777-789.

44.

Wood

Gibson

Radley

Williams

. Pharmaceutical care of older people: what do older people want from community pharmacy? Int J Pharm Pract. 2015;23:121-130.

45.

Baraitser

Pearce

Holmes

Horne

Boynton

. Chlamydia testing in community pharmacies: evaluation of a feasibility pilot in south east London. Qual Saf Health Care. 2007;16:303-307.

46.

Krska

Mackridge

. Involving the public and other stakeholders in development and evaluation of a community pharmacy alcohol screening and brief advice service. Publ Health. 2014;128:309-316.

Impact of Promotional Videos on Public Perception of Pharmacy Services

Abstract

Keywords

Introduction

Methods

Study Participants

Questionnaire

Data Collection

Data Analysis

Results

Participant Demographics

Awareness and Pharmacy Service Utilisation

No Change in Perceptions Following the Video

Before After Results

Participant Feedback on Videos

Free-Text Content Analysis

Low Uptake

Improving the Videos

Promoting Pharmacy in the Future

Discussion

Conclusions

Footnotes

Author’s Note

Author Contributions

Declaration of Conflicting Interests

Funding

ORCID iDs

References