We greatly appreciate the assistance of Marj Schneider and her colleagues at Tybee Types during the focus group transcription process.The authors gratefully acknowledge Dr. Serguei Pakhomov for expert consultation during natural language processing analysis.
Declarations and Disclosures:The authors declare no conflicts of interest or financial interests that the authors or members of their immediate families have in any product or service discussed in the manuscript, including grants (pending or received), employment, gifts, stock holdings or options, honoraria, consultancies, expert testimony, patents and royalties.Institutional review board (IRB) approval was obtained through the University of Minnesota Research Subjects Protection Program and assigned the code number 1009E90532.Confidentiality Agreements were used in this project to protect the proprietary rights of each project site and the marketing company.
Abstract
The purpose of this project was to utilize a consumer-directed, care model redesign methodology to develop and evaluate a marketing plan for medication therapy management services (MTMS) provided in community pharmacies. This was accomplished through a six-step process: (1) application of "design thinking" for eliciting consumer input on redesigning MTMS and marketing approaches, (2) exploratory research, (3) focus group analysis, (4) marketing plan development, (5) marketing plan implementation, and (6) marketing plan evaluation.
The findings showed that the application of "design thinking" and focus group analysis was useful for creating a consumer-directed marketing plan for medication therapy management services (MTMS). Implementation and evaluation of the MTMS Marketing Plan revealed that the most successful pharmacies were those that had established business associate agreements with the medical clinics closest to their site of practice, including access to electronic health records. This "virtual electronic presence" of pharmacists in the medical care system was highly consistent with the consumer demand we uncovered for a visible relationship between pharmacists, physicians and other health care providers.
IntroductionMedication Therapy Management Services (MTMS) have been designed to optimize therapeutic outcomes for people taking medications. There is evidence for improvement in clinical, economic, and humanistic outcomes through this service [1][2][3][4][5]. However, a number of barriers to the delivery of MTMS have been documented during its implementation including: pharmacist training, staffing, management, documentation, access to medical records, consumer awareness, marketing, provider recognition, and payment for services [6][7][8].As barriers to building practices supporting the delivery of this service are being addressed [9][10][11][12][13], the practice management challenge of marketing MTMS to consumers remains. For example, individuals who receive MTMS overwhelmingly report: (1) a favorable evaluation of pharmacist-provided MTMS, (2) that they would use this service again...