Palestinian Medical and Pharmaceutical Journal (Pal. Med. Pharm. J.)

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Keywords

• Jordan
• community pharmacists
• Marketing mix

Abstract

Background: Community pharmacies play a vital role in the healthcare system. Adopting innovative marketing strategies is essential for these pharmacies to effectively reach and engage their target customers while addressing potential challenges. Objective: This study aims to assess community pharmacists' familiarity with the marketing mix and identify areas for growth and improvement. Methods: A descriptive, cross-sectional survey was conducted to evaluate community pharmacists' knowledge and application of the marketing mix. Results: The findings reveal significant disparities in pharmacists' ability to apply the marketing mix, particularly in the 'product' component, where only 24.5% of respondents demonstrated a clear understanding. In contrast, knowledge of price (63.1%), promotion (64.8%), and place (54.7%) was more robust. These disparities indicate an uneven understanding of marketing principles, which may affect the effective implementation of marketing strategies in practice. Conclusion: These insights highlight the need to enhance pharmacists' understanding and utilization of the marketing mix within Jordan's pharmaceutical landscape. Addressing these gaps is crucial for improving marketing practices, which could lead to better service delivery, patient care, and adherence to regulatory standards. Targeted educational interventions could play a vital role in bridging these knowledge gaps and empowering pharmacists to implement more effective marketing strategies.

معلومات المقال

قيد النشر

الكلمات الإفتتاحية

• Jordan
• community pharmacists
• Marketing mix

الملخص

Background: Community pharmacies play a vital role in the healthcare system. Adopting innovative marketing strategies is essential for these pharmacies to effectively reach and engage their target customers while addressing potential challenges. Objective: This study aims to assess community pharmacists' familiarity with the marketing mix and identify areas for growth and improvement. Methods: A descriptive, cross-sectional survey was conducted to evaluate community pharmacists' knowledge and application of the marketing mix. Results: The findings reveal significant disparities in pharmacists' ability to apply the marketing mix, particularly in the 'product' component, where only 24.5% of respondents demonstrated a clear understanding. In contrast, knowledge of price (63.1%), promotion (64.8%), and place (54.7%) was more robust. These disparities indicate an uneven understanding of marketing principles, which may affect the effective implementation of marketing strategies in practice. Conclusion: These insights highlight the need to enhance pharmacists' understanding and utilization of the marketing mix within Jordan's pharmaceutical landscape. Addressing these gaps is crucial for improving marketing practices, which could lead to better service delivery, patient care, and adherence to regulatory standards. Targeted educational interventions could play a vital role in bridging these knowledge gaps and empowering pharmacists to implement more effective marketing strategies.