Enhancing Lebanese community pharmacists' integration into primary healthcare : exploring innovative services, brand image, and customer loyalty

Abstract

Background: The ongoing financial crisis in Lebanon has had repercussions for the healthcare sector, including community pharmacists. These pharmacists have traditionally been categorized as retailers rather than healthcare professionals, impeding their integration into primary healthcare. This research aims to investigate potential innovative services and their capacity to address obstacles, thereby improving the financial standing and reputation of community pharmacists. The ultimate goal is to foster trust and loyalty among their customers. Methods: The study adopted a qualitative framework, incorporating semi-structured interviews with key contributors, identifying ten crucial stakeholders in Lebanon to grasp the dynamics of the workforce, outlining prevalent challenges, and recommending possible remedial measures. Interviewees were selected based on their inclination towards innovation, proficiency in collaborating with fellow healthcare providers, dedication to patient-centric approaches, and commitment to staying abreast of scientific advancements. All involved participants are registered pharmacists in the OPL and the MOPH. Results: The research has identified four significant themes: challenges confronting community pharmacists, obstacles hindering their integration into primary healthcare, the influence of suggested services by the OPL on this integration, and the resulting impact on brand image and customer loyalty. It is crucial for customers to view pharmacists as more than just retailers but also as healthcare professionals capable of contributing to disease prevention through education and chronic illness management. The introduction of innovative services, including patient adherence programs, comprehensive record-keeping, fee-based private counseling, and vaccinations, has the potential to significantly enhance the financial status of pharmacists while bolstering trust and loyalty among their customers. Conclusion: The findings of this study indicate that pharmacists in Lebanon encounter numerous challenges related to their professional practice and the preservation of their professional status. Collaborative efforts among pharmacists, the Order of Pharmacists (OPL), and the Ministry of Public Health (MOPH) are essential to address these challenges effectively. Implementing innovative services can play a crucial role in improving the pharmacists' reputation, financial viability, and, ultimately, the overall health outcomes of patients.