1. Understanding Patient Satisfaction, Patronage Motives, Marketing Awareness, Pharmacy Loyalty, and Utilization of Clinical Pharmacy Services in a Progressive Community Pharmacy Patterson BJ, Doucette WR, McDonough RP, Urmie JM University of Iowa, Iowa City, IA Consumer adoption of a service-oriented pharmacy model has been slow. Two approaches to study consumer adoption include patronage motives and patient satisfaction. Patient satisfaction is a multidimensional construct that has been used to characterize pharmacy patrons, often as being satisfied. Pharmacy patronage motives, or reasons patrons choose a pharmacy, have identified convenience and efficiency as salient factors patients use in selecting pharmacies. While most literature has focused on dispensing, one might expect patronage motives and satisfaction expectations to change as pharmacy service-mix shift over time. Describe and identify significant relationships amongst pharmacy service utilization, general and service-specific patient satisfaction, pharmacy patronage motives, and marketing awareness in a progressive, independent community pharmacy setting. Objective Introduction Pharmacy patronage motives are associated with pharmacy utilization and loyalty. Most associations are positive between presence of patronage motive, utilization, and loyalty. However, there is evidence that shopping for unique services, such as vaccinations, may be negatively associated with pharmacy loyalty. Conclusions Patient Satisfaction Acknowledgements Financial support was provided through a grant from the Community Pharmacy Foundation: A Comprehensive Longitudinal Assessment of an Innovative Community Pharmacy Practice Grant #103, PI: McDonough RP. Student Pharmacists Zainab Khan and Megan Mormann assisted in data analysis. A self-reported satisfaction questionnaire assessing overall patient satisfaction, patronage motives, service-specific patient satisfaction, service awareness, pharmacy loyalty, marketing awareness, and demographics was piloted and revised. A stratified random sample of 500 patients was created. Half of the sample was randomly selected from prescription dispensing records. Half of the sample was randomly selected using clinical service records. Open-ended survey items were thematically coded. Descriptive statistics, including percentages and means, were used for completion of aim one. Inferential statistics, including t-tests and chi-square statistics were used for completion of aim two. Methods Respondents were mostly satisfied. Significant associations with pharmacy loyalty were found with patronage motives, including relationships, quality previous experience, pharmacy atmosphere, personnel competency and unique services. While some argue that performing unique services should bring more customers in for other services providing transfer business, this may not be the case. Specific service awareness appeared to be influenced through marketing efforts, such as influenza vaccinations, cholesterol screenings, and adherence packing. Pharmacists could continue offering unique services but must go further in establishing relationships and demonstrating competency. Pharmacists should be very disciplined in marketing efforts via television and radio as these seem to only increase awareness and not utilization. This study may not generalize to other pharmacy settings. Also, selection, recall and social-desirability biases may influence the results of this study. Sample Demographics VariableRespondentsPercentageMean Age22068.6 Female14564 Chronic diseases present18682 Number of prescriptions in last 30 days2154.8 Number of OTCs in last 30 days2201.3 Annual household income >75k11747 Highest education is at least a college degree14865 Aware of marketing efforts11450 Discussion Marketing Awareness Patronage Motives & Pharmacy Loyalty Aware of marketingNot aware of marketing ServiceService AwareService UnawareService AwareService Unaware Dispensing53.90.945.20.0 Compounding36.911.921.218.0 Influenza Vacc53.51.440.14.6 H Zoster Vacc22.629.514.727.2 Pneumoc Vacc38.214.727.214.7 Chol Screening37.814.721.220.7 Dur Med Equip41.011.128.613.8 Adherence Pkg19.425.816.621.2 n = 217; values represent percentages; x 2 p-value < 0.05 ItemRespondentsPoorFairGood Very GoodExcellent Professionalism of the pharmacy staff 2280.00.43.528.967.1 Pharmacy services overall 2270.00.95.722.970.5 Privacy of your conversations with the pharmacist 2102.46.214.831.445.2 Pharmacist's efforts to help you improve health 1921.02.121.435.440.1 Availability of the pharmacist to answer questions 2240.00.46.325.467.9 Pharmacist's ability to advise you about med problems 2210.50.95.429.963.3 Amount of time the pharmacist offers to spend with you 2090.54.812.933.548.3 Pharmacist's efforts to assure that your meds work for you 1930.54.113.035.247.2 How well the pharmacist answers your questions 2230.00.94.928.365.9 Promptness of prescription service 2200.0 5.931.862.3 values reported as percentages ServiceAwarenessUtilizationAvg Satisfaction a Dispensing92.587.63.73 Compounding53.513.73.57 Influenza Vaccination87.153.13.67 Herpes Zoster Vacc34.910.43.56 Pneumococcal Vacc61.014.13.76 Cholesterol Screening54.45.03.10 Durable Med Equip64.313.33.53 Adherence Packaging34.015.43.71 n = 241; values represent percentages; a 0 = poor through 4 = excellent Overall Patient Satisfaction (Selected Items) Service-specific Patient Satisfaction Visited another pharmacy Did not visit another pharmacy Patronage Motive With Motive Without Motive With Motive Without Motive Relationships20.320.827.931.0 Convenience13.727.417.841.1 Ownership4.536.512.246.7 Unique Service7.633.52.056.9 Atmosphere2.039.18.150.8 Competency1.040.16.652.3 Reputation3.038.13.655.3 Referral2.538.63.055.8 Wait Time0.540.63.655.3 Past Experiences 1.539.62.056.9 n = 197; values represent percentages; x 2 p-value < 0.05 Average Times Visited Study Pharmacy Patronage Motive With Motive Without Motive Relationships18.414.6 Convenience16.316.6 Ownership16.016.6 Unique Service5.717.8 Atmosphere21.816.0 Competency16.616.5 Reputation15.816.6 Referral17.716.5 Wait Time12.816.6 Past Experiences25.216.2 n = 219; t-test p-value < 0.05 Comparing Patronage Motive and Pharmacy Loyalty Comparing Patronage Motive and Pharmacy Utilization Patronage MotivePercentage Relationships43.6 Convenience28.2 Ownership15.4 n = 219; values represent percentages Top 3 Reported Patronage Motives