Study of Consistency of Needs and Attitudes of Pharmacists towards Consumers/Patients in Retail Pharmacies in Georgia

Background: The demand for the pharmaceutical services in retail pharmacies has increased over the last decade. The aim of the study is to study the requirements of patients/customers in a modern changing environment to ensure that appropriate pharmaceutical care is provided to increase customer loyalty while taking into account the concept of pharmaceutical care. The study also examined the competence and attitudes of pharmacists in pharmaceutical care to meet the patient's requirements. Methods: The study was conducted in December 2020. 526 patients/pharmacy customers and 1,309 pharmacists participated in the study, via the online questionnaire. Participants were presented with questions such as “I visit pharmacy to buy products” and used 3 or 5-point scale to indicate their response. Results: When choosing a pharmacy, the costumers/patients prioritize: the quality of pharmaceutical services, speed of service, assortment, competence of the pharmacist and the price of the products; while receiving pharmaceutical care, customers want pharmacists to be oriented on them, to be professional and communicate in an understandable language. In pharmaceutical care, the pharmacists' visions and attitudes are consistent and meet with costumers' requirements. Conclusions: In Georgia, the pharmacy is no longer perceived as just a place to buy a medication, but 50% of customers go to the pharmacy to purchase cosmetic and hygiene products. Modern patient/costumer expectations tend to increase the speed and quality of pharmaceutical services. Considering the risks of the patients, it is recommended to expand the modern approaches - new technologies and online services to improve/accelerate the processes in retail pharmacies.