Analysis of the Dispensing Care Provided by Pharmacies in Hradec Kralove Author: Aneta Ličková Supervisor: PharmDr. Jan Kostřiba, Ph.D. Charles University, Faculty of Pharmacy, Hradec Kralove Department of Social and Clinical Pharmacy Introduction: Nowadays, a high professional level of dispensing activities is an indispensable prerequisite for the proper work of a pharmacist. A pharmacist is also very often the last link in the chain of healthcare professionals involved in the treatment of a patient and thus has a unique opportunity to detect any potential errors or risk of a given therapy. Regarding the self- medication, the pharmacist is often the only person, with whom the patient consults his therapy. Objective: The aim of this thesis is to analyse dispensing activities provided by pharmacies in Hradec Kralove. Methodology: Analysis of a dispensing activity of a prescription-only drug and over-the- counter product. The list of pharmacies was identified through the SÚKL database. The data collected during the visits were from the 32 pharmacies in total. The data collection tool was mystery shopping that followed thoroughly prepared scenario. The customer was a 26-year-old woman in the 10th week of pregnancy who had come up to pharmacies with a prescription for tetracycline antibiotics and she...

This diploma thesis focuses on the behavior of consumers in the market of over-the-counter medicines and dietary supplements. The aim of this paper is to draw conclusions and recommendations to different entities operating on the market by identifying factors influencing the behavior of consumers in the market of over-the-counter medicines and food supplements in the Czech Republic. An indicative analysis enabled to screen the situation on given market and to research the increasing tendencies of the drug consumption, their prices and also to identify the trends in behavior of consumers. Analysis of the time series and regression analysis are used to process secondary data demonstrating the dependence of the number of packages of distributed over-the-counter pharmaceuticals on pharmacies and drug stores and their prices. The questionnaire survey describes trends in consumer behavior in a given market. From the cluster analysis results are defined 4 segments of consumers operating on a given market. Finally, the influence of age, education and gender of consumers on the cost of over-the-counter medications and dietary supplements is examined. The results of the primary and secondary analysis enabled to come to conclusions and recommendations to entities on the given market.

The main goal of the thesis is to sum up the communication mix tools on an example of a selected pharmacy and to evaluate the effect on a consumer's behavior. The OTC drugs group, precisely over-the-counter medications, particularly Coldrex product, was chosen as a target market segment for the examination of the communication tools. This thesis is divided into two parts - theoretical and practical part. The theoretical part deals with the theory of communication and the communication mix, as well as with the specifications of marketing in the pharmaceutical industry; this theoretical part also displays the summary of an important institutions in the pharmaceutical industry. The practical part contains an analysis of communication mix tools in AURA pharmacy Velka Bites, deals with the evaluation of marketing success and gives a proposal for an effective communication campaign of a certain selected pharmacy.

The theoretical part of this diploma thesis defines basic terms related to the marketing and gives a general overview of marketing strategies. It also evaluates the importance of marketing in public health services and describes possibilities of internet health technologies that patients use for the contact with health professionals and getting information about health. The practical part analyzes patients' opinion on pharmacy marketing practice and importance of internet communication. Data were collected via the questionnaire survey among the users of internet and Facebook and customers in one independent community pharmacy in Beroun. Practical part also refers about the experimental marketing campaign that was performed in the pharmacy in Beroun and that focused on the creating promotion materials and technologies of internet communication. According to results, many patients appreciate marketing activities of community pharmacies. There is also noticeable a positive trend of using the web sites and social media to connect with the community pharmacy. Key words: marketing, healthcare, community pharmacy, internet, social media, the Czech Republic

The thesis deals with a current issue of the relationship between pharmaceutical manufacturers and physicians. Its objective it to find out the influence pharmaceutical companies exercise on a physician decision making on providing health care, what influences physicians´ medication selection and whether there are differences in individual physicians´ specializations. Based on the findings of the research the thesis aims at creating suggestions of changes in legislation concerning the relationship between a physician and a pharmaceutical company and the establishment of new rules. The introductory theoretical part describes the role of a physician and pharmaceutical companies in the current health care system. In the practical part the method of qualitative research, characteristics of the research database and results of standardized interviews using direct quotations are presented. Discussion is focused on comparing the research results with the views of media articles and the own opinion of the thesis writer. In the conclusive part of the thesis existing rules are described and the writer recommends some measures which may lead to changes in public attitudes. Another issue, which goes beyond this thesis and could become a topic for further research, is also outlined. Based on the collected data, in the closing part of the work a hypothesis for a potential quantitative research is stated. The contribution of the thesis is based on the possibility of clarifying complicated relations between physicians and pharmaceutical manufacturers both for professional and general public.