Pharmacists are playing a larger role in healthcare today, one that goes beyond simply dispensing therapies. They increasingly offer clinical services, help with chronic disease management, administer vaccines, and provide patient education. If your company is launching a new pharmaceutical or medical device, or is involved in emerging pharmacy services, pharmacy market research can provide insights that drive growth and improve decision-making.

The changing role of pharmacies in healthcare systems

Beyond dispensing drugs, devices, and other therapies, pharmacies are expanding what they do within healthcare systems. Some areas of expansion include:

  • Clinical services: Administering vaccines, conducting health screenings, and monitoring chronic conditions and ongoing treatments.
  • Patient education: Providing lifestyle counseling, providing disease management tips and advice, advising on medication interactions and side effects.
  • Community health: Enhancing access to care, assessing patient needs, connecting patients to resources.
  • Clinical care team: Functioning as a core member of a care team for patients with complex and ongoing needs.

Pharmacy industry trends around the globe

The role and future of pharmacies varies dramatically around the world. Different healthcare systems and cultures play a role. Here is a quick look at regional differences:

North America

The trend of pharmacies playing a larger role in delivering healthcare continues to grow. The physician shortage, pressures to contain costs, and the need to expand access are behind this trend.

European Union

In most countries, pharmacies are playing a greater role in providing healthcare clinical services, counseling patients, and supporting preventive care.

Latin America

Clinical services, particularly in rural areas, are increasingly provided in pharmacies. Access and healthcare delivery are key priorities.

Asia-Pacific

Pharmacies are going high tech across the region. E-pharmacy services, advanced digital health platforms, and an expanding role are key trends.

Middle East and Africa

As healthcare systems modernize, pharmacies are being asked to play an expanded role. They are offering digital healthcare tools, supporting public health initiatives, and improving access to healthcare in underserved areas.

Why conduct pharmacy market research and how

Pharmacy market research helps individual stores and chains better understand patient needs and expectations, how the competitive landscape is changing, what trends matter, and where to invest to improve patient outcomes and commercial success.  With so much change in the industry, it helps to know where a particular pharmacy or pharmacy group should focus and invest. Research lowers risks. It can also help frame messaging to reach the right audiences to optimize strategies.

For pharmaceutical companies and medical device manufacturers, understanding pharmacists and pharmacy companies in terms of their concerns, strategies, and response to trends is vital in ensuring your therapies seamlessly reach the patients that need them.

In-depth interviews

Leading a guided conversation in person, over the phone, or via video call gives researchers the ability to explore complex topics, ask follow-up questions, and observe body language. Adding phone and video interviews are cost effective ways to expand the reach of the research geographically and can connect researchers to busy professionals who have limited availability.

Focus groups

Focus groups give researchers insights into pharmacy initiatives and programs and what is and isn’t working. They can explore what customers and patients want and how they interact with the pharmacy, probing for areas that can be expanded and improved. They can also explore ways to remove barriers and improve access to care.

Quantitative surveys

For gathering statistically reliable insights from larger pharmacist populations, researchers field large-scale surveys. The areas of exploration are virtually unlimited, however common topics include: product development, launch effectiveness, access issues, evolving patient needs, pharmacy services effectiveness, patient satisfaction, emerging opportunities, and changing behavioral patterns. Surveys can be particularly valuable in comparing populations and pharmacy brands.

Example pharmacy research projects

Exploring evolving patient expectations

A hospital in Singapore wanted to understand how patients perceived pharmacies so that they could better integrate them into patient care. Researchers conducted structured interviews with patients, pharmacists, and pharmacy technicians. They found that 75% of patients did not know that pharmacist training included sharing medication information or helping optimize prescribed therapies. Looking at patient expectations, 63% of patients said they wanted service that went beyond a mere transaction. They wanted a pharmacist who would listen, empathize and answer questions. They wanted to be known individually and wanted to be served with efficiency and accuracy at reasonable prices.

Improving the pharmacy experience

The UK pharmacy chain Boots wanted to better understand the experience it was providing to patients and customers, and what it could do to improve. The researchers used mystery shopping to evaluate interactions with pharmacists, customer exit interviews to capture immediate reactions to the experience and service quality, and quantitative digital surveys to explore patient views of convenience, quality of advice, trust, and service. The research uncovered strengths in staff expertise, but opportunities to improve in consistency and communication. It uncovered a gap in awareness of healthcare services available in the stores.

Supporting medication adherence

Patients with chronic conditions do not always take prescribed medications in a consistent way. Outcomes tend to suffer when patients stop taking their prescriptions. Pharmacies can play a role in improving adherence and patient health. AstraZeneca conducted a series of interviews with pharmacists, conducted on-site observational research, and followed up with a survey. They identified specific patient concerns, insurance payment problems, cost barriers, education gaps, and opportunities for pharmacists to intervene with counseling and connections to resources. The findings helped AstraZeneca create patient education materials, improve its access programs, and better coordinate with pharmacists.

Changing roles and expanding opportunities for pharmacies

It’s not business as usual for pharmacies and the companies that distribute therapies through them. Pharmacy market research is an invaluable tool in helping parts of the healthcare system navigate changes. Identifying opportunities for new services, testing concepts and messages, improving patient experiences, developing education and awareness programs, and staying ahead of pharmacy trends are just some of the ways research can contribute to success.

Frequently Asked Questions

What is pharmacy market research?

Pharmacy market research examines the needs, behaviors, expectations, and experiences of patients, pharmacists, pharmacy staff, and other stakeholders. It can inform products, services, customer experience, and market strategy.

Why is pharmacy market research important for pharmaceutical companies?

Pharmacies increasingly influence how patients access medications, receive information, manage treatments, and engage with healthcare. Research can help pharmaceutical companies understand these changes and identify opportunities and barriers along the patient journey.

What research methods can you use for pharmacy market research?

Common methods include in-depth interviews, focus groups, quantitative surveys, observational research, mystery shopping, and patient journey research. Using more than one method can give you both a deeper understanding of people’s experiences and measurable evidence of how widespread those experiences are.