“Click for Closer Care”: A Content Analysis of Community Pharmacy Websites in Four Countries

Abstract

BackgroundCombinations of professional and commercial communication are typically very controversial, particularly in health care communication on the Internet. Websites of licensed community pharmacies on the other hand tend to raise remarkably little controversy, although they typically contain controversial combinations of clinical and commercial services previously unprecedented in professional health care communication.ObjectiveThe aim of this study was to fill the void of knowledge about the combination of clinical and commercial services presented on the websites of licensed community pharmacies.MethodsA content analysis of clinical and commercial services presented in a random sample of 200 licensed community pharmacy websites from Great Britain, the Netherlands, the Canadian provinces British Columbia and Manitoba, and the Australian states New South Wales and Western Australia was conducted.ResultsThe top five specific services mentioned on the community pharmacy websites were cosmetic products (126/200, 63.0%), medication refill request options (124/200, 62.0%), over-the-counter medicine (115/200, 57.5%), complementary and alternative medicine (107/200, 53.5%), and home medical aids (98/200, 49.0%). On average, 72.5% (145/200) of the community pharmacy websites across the 4 countries included a combination of clinical and commercial services. A combination of clinical and commercial services was more often present on chain pharmacy websites (120/147, 82.8%) than single pharmacy websites (25/53, 47%; P<.001), and most often on the Canadian community pharmacy websites, followed by the Australian, British, and Dutch pharmacy websites, respectively (P<.02). Furthermore, more than half of the pharmacies’ homepages contained a combination of clinical and commercial images (107/200, 53.5%), and almost half of the homepage menus contained a combination of clinical and commercial items (99/200, 49.5%). The latter were, again, more common on chain pharmacy than single pharmacy websites (P<.001), with significant differences between countries (P<.001).ConclusionsA considerable share of websites of licensed community pharmacies in Great Britain, the Netherlands, Canada, and Australia combine clinical services with commercial services. Previous research into the presence of a combination of commercial and professional services suggests that such a combination may lead to increased interest in commercial services that may be unnecessary or inappropriate to patients’ health.

Evaluation of satisfaction and internet self-efficacy of inquirers using an internet-based drug information centre

“…According to a study on clinical and commercial services offered on 200 licensed community pharmacy websites from Great Britain, the Netherlands, the Canadian provinces of British Columbia and Manitoba, and the Australian states New South Wales and Western Australia; the top five specific services mentioned on these websites were cosmetic materials (126/200, 63.0%), medication refill request options (124/200, 62.0%), over-the-counter medication (115/200, 57.5%), complementary and alternative medicine (107/200, 53.5%), and home medical aids (98/200, 49.0%). Clinical consultation services were presented on lesser number of websites, but they still comprised an important share of 65.0% (N = 130/200) 13 . However, to our knowledge there are no reliable data on either the internet self-efficacy or satisfaction level of inquirers of internet-based drug information centre in Turkey.…”

Evaluation of online counselling services based on Turkish web‐based pharmacy care setting: A retrospective observational study

“…According to a study by Eysenbach et al 34 understandable by 93% of the participants and 83% of them were satisfied with the answers provided and consultations offered by the pharmacists. 25 Accordingly, these emphasise the essential role of the pharmacists for the provision of appropriate counselling services and a well-defined education and counselling to diminish and prevent many DRPs; thereby improve patient's care and outcomes.…”

Identification of Content Information and Functionalities to Design an Online Pharmacy: A Systematic Review

“…None of the studies provided services on the application platform, but all were web-based. Three papers reviewed community (single) and chain pharmacies (11,15,20). Also three papers examined only community (single) pharmacies (17,18,27).…”

“…In 14 papers, prescriptions were required to provide pharmaceutical services (11,12,15,16,18,26,28).…”

“…Local pharmacy websites are becoming more and more prevalently known as an online "healthcare center", where patients can submit electronic prescriptions, order prescribed and over-the-counter medications, consult pharmacists about a chronic disease, get a prescription for a minor illness, and download the software. Check their health and order personal and home care products (11). A pharmacist's role is to provide drugs sourced from an authorized distributor, verify the appropriateness of the prescription, and provide further support and guidance to the patient.…”