Analyzing pharmacist representation in public-facing health media: Insights and implications

Gessl, Alessandra S. ; Brodtka, Nils; Zhao, Jianan und Gessl, Nicolai (März 2024): Analyzing pharmacist representation in public-facing health media: Insights and implications. In: Research in Social and Administrative Pharmacy, Bd. 20, Nr. 3: S. 353-362

Abstract

Background Despite the importance of marketing for community pharmacies, evidence on its effectiveness in influencing consumer behavior and the added value for pharmacies remains limited. This study explores the representation of pharmacists in consumer-facing print media used for consumer marketing.

Objective The aim of this study is to analyze professional representation, especially of community pharmacists alongside other health professionals, in health-related public-facing print media, and to explore and further develop the use of novel, consumer facing data sources in a healthcare research context.

Methods An exploratory qualitative content analysis of a sample of issues from a leading consumer-facing healthcare print magazine was conducted. Of 565 extracted text passages, 328 were retained for analysis and coded using a coding scheme focused on described professional role, type of content, depth of voice, and demographics.

Results Physicians (42 %) and researchers (19 %) were the largest professional groups to be directly cited in print media texts while pharmacists provided 14 % of all direct quotations. Nurses were identified as sources in 1 % of texts. Male professionals were quoted almost twice as frequently as their female counterparts. Images accompanying texts were more gender balanced but did not reflect workforce demographics.

Conclusion The comparative lack of pharmacist representation in marketing print magazines suggests a missed opportunity both as a marketing tool and for educating the public about community pharmacist expertise. There is a need to harness the potential of print media, especially those financed by and distributed in community pharmacies, to improve public perception and visibility of pharmacists, and to inform the public about the evolving roles of pharmacists in the healthcare ecosystem. Further research should explore pharmacist representations in different types of news media to better understand the impacts on public perception of pharmacists internationally.

• Dokumententyp: Zeitschriftenartikel
• Keywords: Community pharmacy; Community pharmacist; Marketing; Representation; Consumer attitude
• Fakultät: Betriebswirtschaft > Institut für Innovation Management
• Themengebiete: 000 Informatik, Informationswissenschaft, allgemeine Werke > 050 Zeitschriften, fortlaufende Sammelwerke
• ISSN: 1551-7411
• Sprache: Englisch

Literaturliste

References 1 D.A. Goff, D. Ashiru-Oredope, K.A. Cairns, et al. Global contributions of pharmacists during the COVID-19 pandemic Journal of the American College of Clinical Pharmacy, 3 (8) (2020), pp. 1480-1492, 10.1002/jac5.1329 View article View in ScopusGoogle Scholar 2 J.L. Bauman Hero clinical pharmacists and the COVID-19 pandemic: Overworked and overlooked J Am Coll Clin Pharm, 3 (4) (2020), pp. 721-722, 10.1002/jac5.1246 View article View in ScopusGoogle Scholar 3 E. Mossialos, E. Courtin, H. Naci, et al. From "retailers" to health care providers: Transforming the role of community pharmacists in chronic disease management Health Pol, 119 (5) (2015), pp. 628-639, 10.1016/j.healthpol.2015.02.007 View PDFView articleView in ScopusGoogle Scholar 4 I. Bates, C. John, A. Bruno, P. Fu, S. Aliabadi An analysis of the global pharmacy workforce capacity Hum Resour Health, 14 (1) (2016), p. 61, 10.1186/s12960-016-0158-z View PDF This article is free to access. View in ScopusGoogle Scholar 5 S. Bhat, A. Kehasse Additional clinical pharmacists roles during COVID-19 J Am Coll Clin Pharm, 3 (4) (2020), p. 825, 10.1002/jac5.1243 View article View in ScopusGoogle Scholar 6 M.W.L. Cheong, T. Brock, R. Karwa, S.D. Pastakia COVID-19 and clinical pharmacy worldwide-A wake up call and a call to action J Am Coll Clin Pharm, 3 (5) (2020), pp. 860-863, 10.1002/jac5.1286 View PDF This article is free to access. View in ScopusGoogle Scholar 7 H. Li, S. Zheng, F. Liu, W. Liu, R. Zhao Fighting against COVID-19: Innovative strategies for clinical pharmacists Res Social Adm Pharm, 17 (1) (2021), pp. 1813-1818, 10.1016/j.sapharm.2020.04.003 View PDFView articleView in ScopusGoogle Scholar 8 R.E. Nemire, C.T. Ward, K. Whalen, et al. Public health matters: the role of the pharmacist and the academy Currents in Pharmacy Teaching and Learning, 2 (1) (2010), pp. 2-11, 10.1016/j.cptl.2009.12.001 View PDFView articleView in ScopusGoogle Scholar 9 G. van Antwerp, N. Elsner, G. Myers, V. Bhatt, S. Shah The pharmacist of the future Published November 30 Deloitte (2021) https://www2.deloitte.com/us/en/insights/industry/health-care/future-of-pharmacists.html 06-Oct-23 Google Scholar 10 I.L. Altman, P.J. Mandy, P.R. Gard Changing status in health care: community and hospital pharmacists' perceptions of pharmacy practice Int J Pharm Pract, 27 (3) (2019), pp. 249-255, 10.1111/ijpp.12505 View PDF This article is free to access. View in ScopusGoogle Scholar 11 A. Yanicak, P.L. Mohorn, P. Monterroyo, G. Furgiuele, L. Waddington, P.B. Bookstaver Public perception of pharmacists: film and television portrayals from 1970 to 2013 J Am Pharm Assoc, 55 (6) (2003), pp. 578-586, 10.1331/JAPhA.2015.15028 2015 View article Google Scholar 12 D.J. Mason, L. Nixon, B. Glickstein, S. Han, K. Westphaln, L. Carter The woodhull study revisited: nurses' representation in health news media 20 Years later J Nurs Scholarsh, 50 (6) (2018), pp. 695-704, 10.1111/jnu.12429 View PDF This article is free to access. View in ScopusGoogle Scholar 13 Sigma Theta Tau International The woodhull study on nursing and the media: health care's invisible partner https://sigma.nursingrepository.org/handle/10755/624124 (1997), Accessed 13th Sep 2023 Google Scholar 14 A. Mirzaei, S.R. Carter, C.R. Schneider Marketing activity in the community pharmacy sector - a scoping review Res Social Adm Pharm, 14 (2) (2018), pp. 127-137, 10.1016/j.sapharm.2017.03.056 View PDFView articleView in ScopusGoogle Scholar 15 K.D. Wood, M. Offenberger, B.H. Mehta, J.L. Rodis Community pharmacy marketing: strategies for success Innov Pharm, 2 (3) (2011), 10.24926/iip.v2i3.231 View article Google Scholar 16 S.R. Carter, A.M. Ahmed, C.R. Schneider The role of perceived service quality and price competitiveness on consumer patronage of and intentions towards community pharmacies Res Social Adm Pharm, 19 (5) (2023), pp. 717-727, 10.1016/j.sapharm.2023.02.002 View PDFView articleView in ScopusGoogle Scholar 17 A.L. Huet, C.K. Frail, L.M. Lake, M.E. Snyder Impact of passive and active promotional strategies on patient acceptance of medication therapy management services J Am Pharm Assoc, 55 (2) (2003), pp. 178-181, 10.1331/JAPhA.2015.14091 2015 View article Google Scholar 18 B. Westerfield, J. Cain Why and how community pharmacies should better use Facebook J Am Pharm Assoc, 59 (2S) (2003), pp. S30-S34, 10.1016/j.japh.2018.12.007 2019 View article Google Scholar 19 S.M. Gammie, R.M. Rodgers, R.L. Loo, S.A. Corlett, J. Krska Medicine-related services in community pharmacy: public preferences for pharmacy attributes and promotional methods and comparison with pharmacists' perceptions Patient Prefer Adherence, 10 (2016), pp. 2297-2307, 10.2147/PPA.S112932 View article View in ScopusGoogle Scholar 20 P. Crilly, W. Hassanali, G. Khanna, et al. Community pharmacist perceptions of their role and the use of social media and mobile health applications as tools in public health Res Social Adm Pharm, 15 (1) (2019), pp. 23-30, 10.1016/j.sapharm.2018.02.005 View PDFView articleView in ScopusGoogle Scholar 21 P. Crilly, S. Jair, Z. Mahmood, et al. Public views of different sources of health advice: pharmacists, social media and mobile health applications Int J Pharm Pract, 27 (1) (2019), pp. 88-95, 10.1111/ijpp.12448 View PDF This article is free to access. View in ScopusGoogle Scholar 22 R. Herzog Nützlich, lästig, zu teuer?: betrachtungen zum Markt der Apotheken-Kundenzeitschriften Dtsch Apoth Ztg (DAZ) (2016) Published https://www.deutsche-apotheker-zeitung.de/daz-az/2016/daz-34-2016/nuetzlich-laestig-zu-teuer, Accessed 10th Oct 2023 Google Scholar 23 D.A. Scheufele, D. Tewksbury Framing, agenda setting, and priming: the evolution of three media effects models J Commun, 57 (1) (2007), pp. 9-20, 10.1111/j.0021-9916.2007.00326.x View article View in ScopusGoogle Scholar 24 J.W. Tankard The empirical approach to the study of media framing S.D. Reese (Ed.), Framing Public Life: Perspectives On Media and Our Understanding of the Social World. 3. Pr, Erlbaum (2003), pp. 111-121 Google Scholar 25 M.E. McCombs, Sebastian Valenzuela The News Media and Public Opinion: Setting the Agenda (third ed.), Polity Press (2021) Google Scholar 26 N.A. Goodfellow, B.A. Almomani, A.F. Hawwa, J.C. McElnay What the newspapers say about medication adherence: a content analysis BMC Publ Health, 13 (2013), p. 909, 10.1186/1471-2458-13-909 View PDF This article is free to access. View in ScopusGoogle Scholar 27 R. Sama Impact of media advertisements on consumer behaviour J Creativ Commun, 14 (1) (2019), pp. 54-68, 10.1177/0973258618822624 View PDF This article is free to access. View in ScopusGoogle Scholar 28 L. Rodriguez, D.V. Dimitrova The levels of visual framing J Vis Literacy, 30 (1) (2011), pp. 48-65, 10.1080/23796529.2011.11674684 View article View in ScopusGoogle Scholar 29 T. Ross Media and stereotypes S. Ratuva (Ed.), The Palgrave Handbook of Ethnicity, Palgrave Macmillan (2019), pp. 1-17 View article CrossRefGoogle Scholar 30 Wort & Bild Verlag Media daten 2024: apotheken umschau https://www.wub-media.de/mediadaten-download (2023), Accessed 16th Nov 2023 Google Scholar 31 L. Lindsey, A.P. Rathbone Beyond the numbers: utilising existing textual data for qualitative research in pharmacy and health services research Res Soc Adm Pharm, 18 (1) (2022), pp. 2193-2199, 10.1016/j.sapharm.2021.04.010 View PDFView articleView in ScopusGoogle Scholar 32 K. Xu Painting Chinese mythology: varying touches on the magazine covers of time , the economist , der spiegel , and China today Int Commun Gaz, 80 (2) (2018), pp. 135-157, 10.1177/1748048517707386 View article View in ScopusGoogle Scholar 33 Germany: Country Health Profile 2021, OECD Publishing (2021) Google Scholar 34 M. Blümel, A. Spranger, K. Achstetter, A. Maresso, R. Busse Germany: health system review 2020. 22nd ed Health Systems in Transition, 6 (2020) https://eurohealthobservatory.who.int/publications/i/germany-health-system-review-2020 Google Scholar 35 M. Blümel, A. Spranger, K. Achstetter, A. Maresso, Y. Litvinova, R. Busse Germany: Health System Summary 2022 https://eurohealthobservatory.who.int/publications/i/germany-health-system-summary-2022 (2022) Google Scholar 36 DeStatis Statistisches Bundesamt Gesundheitsausgaben: deutschland, jahre, ausgabenträger, leistungsarten, einrichtungen Published September 20 www.genesis.destatis.de (2023), Accessed 17th Nov 2023 Google Scholar 37 Gesundheitsberichterstattung des Bundes Nettoumsatz (in Mrd. €) und Arzneimittelumsatz (in Mio. Packungen) öffentlicher Apotheken.: gliederungsmerkmale: Jahre, Deutschland, Sortimentsbereich Published November 17 www.gbe-bund.de (2023), Accessed 17th Nov 2023 Google Scholar 38 24th ed M. Anderson, E. Pitchforth, N. Edwards, H. Alderwick, A. McGuire, E. Mossialos United Kingdom: health system review Health Systems in Transition; 1 https://eurohealthobservatory.who.int/publications/i/united-kingdom-health-system-review-2022 (2022) Google Scholar 39 T. Rice, P. Rosenau, L.Y. Unruh, A.J. Barnes United States: health system review (twenty-second ed.), Health Systems in Transition (2020), p. 4 Google Scholar 40 R. Thorlby Health system overview England https://www.commonwealthfund.org/sites/default/files/2020-12/2020_IntlOverview_ENG.pdf (2020) Google Scholar 41 Bundesvereinigung Deutscher Apothekerverbände e.V Die Apotheke: zahlen, Daten, Fakten 2023; 2023. Statistisches Jahrbuch der ABDA https://www.abda.de/aktuelles-und-presse/zdf/ Google Scholar 42 B. Baird, J. Beech Community pharmacy explained Published December 16 https://www.kingsfund.org.uk/publications/community-pharmacy-explained (2020), Accessed 16th Nov 2023 Google Scholar 43 P. Hatemi, C. Zorn Independent pharmacies in the U.S. Are more on the rise than on the decline https://www.pcmanet.org/wp-content/uploads/2020/03/FINAL_Independent-Pharmacies-in-the-U.S.-are-More-on-the-Rise-than-on-the-Decline.pdf (2020), Accessed 16th Nov 2023 Google Scholar 44 OECD iLibrary Pharmacists and pharmacies Health at a Glance 2021: OECD Indicators https://www.oecd-ilibrary.org/sites/d6227663-en/index.html?itemId=/content/component/d6227663-en (2021) Google Scholar 45 Das war das erste Umschau-Cover apotheke adhoc (2019) Published August 2 https://www.apotheke-adhoc.de/nachrichten/detail/apothekenpraxis/das-war-das-erste-umschau-cover-kundenzeitschriften/ Google Scholar 46 Bundesvereinigung Deutscher Apothekerverbände e.V Das moderne gesundheitsmagazin https://avoxa.de/produkte/publikumsmedien/das-apotheken-magazin/# Google Scholar 47 Institut für Demoskopie Allensbach Printmedien: gesundheits-, apotheken-kundenzeitschriften https://www.ifd-allensbach.de/awa/medien/printmedien.html#c1096 Google Scholar 48 Wort, Bild Verlag, Über uns https://www.apotheken-umschau.de/ueber-uns/ Google Scholar 49 Wort, Bild Verlag Ethische grundlagen Published July 7 https://www.apotheken-umschau.de/unternehmen/ethische-grundlagen-708253.html (2021), Accessed 17th Nov 2023 Google Scholar 50 Ma Pressemedien II: Publikumszeitschriften Auch in Jüngeren Altersgruppen Beliebt (2023) 26.07.2023 Google Scholar 51 DeStatis Statistisches Bundesamt Bevölkerung: deutschland, stichtag, altersjahre Published December 31 https://www-genesis.destatis.de/genesis/online?sequenz=statistikTabellen&selectionname=12411 (2022), Accessed 21st Nov 2023 Google Scholar 52 Eurostat Medicine use statistics Published August 11 https://ec.europa.eu/eurostat/statistics-explained/index.php?title=Medicine_use_statistics (2023), Accessed 20th Nov 2023 Google Scholar 53 S. Fründt Der zwiespältige Erfolg der "Apotheken-Umschau Die Welt (2012) Published Google Scholar 54 Angriff auf die "Apotheken Umschau" Frankfurter Allgemeine Zeitung (2020), p. 19 Published June 8 Google Scholar 55 L. Klein Apothekerin will Umschau für 1 Euro verkaufen. apotheke adhoc (2018) Published August 31 https://www.apotheke-adhoc.de/nachrichten/detail/apothekenpraxis/apothekerin-will-umschau-fuer-1-euro-verkaufen-marketing/, Accessed 10th Oct 2023 Google Scholar 56 Wort, Bild Verlag Die Wort & Bild Apotheken-Kundenmagazine: qualität, auf die Sie sich verlassen können! Published 12 https://www.wub-service.de/preisanpassung (2022), Accessed 10th Oct 2023 Google Scholar 57 Wort, Bild Verlag Apothekenumsatz: da kommt Freude auf https://www.wub-service.de/apothekenumsatz, Accessed 10th Oct 2023 Google Scholar 58 D.A. Erku, R. Zhang, C.E. Gartner, K. Morphett, K.J. Steadman How are nicotine vaping products represented to pharmacists? A content analysis of Australian pharmacy news sources Int J Pharm Pract, 28 (4) (2020), pp. 390-394, 10.1111/ijpp.12623 View PDF This article is free to access. View in ScopusGoogle Scholar 59 J. Krantz, L. Fritzén Changes in the identity of the teaching profession: a study of a teacher union in Sweden from 1990 to 2017 J Educ Change, 23 (4) (2022), pp. 451-471, 10.1007/s10833-021-09425-3 View PDF This article is free to access. View in ScopusGoogle Scholar 60 B. Sundstrom, E. Aylor, K.B. Cartmell, et al. Beyond the birds and the bees: a qualitative content analysis of online HPV vaccination communication J Commun Healthc, 11 (3) (2018), pp. 205-214, 10.1080/17538068.2018.1484984 View article View in ScopusGoogle Scholar 61 R.P. Weber Basic Content Analysis (second ed.), Sage (1990) Google Scholar 62 H.-F. Hsieh, S.E. Shannon Three approaches to qualitative content analysis Qual Health Res, 15 (9) (2005), pp. 1277-1288, 10.1177/1049732305276687 View article View in ScopusGoogle Scholar 63 Atlas.Ti. Atlas, ti Software Development GmbH (2023) https://atlasti.com Google Scholar 64 D.L. Altheide Reflections: ethnographic content analysis Qual Sociol, 10 (1) (1987), pp. 65-77, 10.1007/BF00988269 View article View in ScopusGoogle Scholar 65 K. Krippendorff Reliability in content analysis: some common misconceptions and recommendations Hum Commun Res, 30 (3) (2004), pp. 411-433, 10.1093/hcr/30.3.411 View article View in ScopusGoogle Scholar 66 J.R. Carlsson, T. Renberg, S.K. Sporrong Drug experts of the future, today?--depiction of the pharmacist profession in Swedish professional and lay print media Res Soc Adm Pharm, 8 (2) (2012), pp. 133-144, 10.1016/j.sapharm.2010.12.006 View PDFView articleView in ScopusGoogle Scholar 67 Gesetz Über Die Werbung Auf Dem Gebiete Des Heilwesens (Heilmittelwerbegesetz - HWG): HWG. 11.07 (1965) Google Scholar 68 M. Lee, M. Kang, K.W. King, L.N. Reid The influence of socialization agents on consumer responses to over-the-counter medicine advertising Res Social Adm Pharm, 18 (9) (2022), pp. 3622-3630, 10.1016/j.sapharm.2022.02.001 View PDFView articleView in ScopusGoogle Scholar 69 Statistisches Bundesamt. Gesundheitspersonal in 1.000 Gliederungsmerkmale: jahre, deutschland, geschlecht, einrichtung, beruf https://www.gbe-bund.de/gbe/trecherche.prc_them_rech?tk=14501&tk2=16642&p_uid=gast&p_aid=86096096&p_sprache=D&cnt_ut=1&ut=16642 Google Scholar 70 pwc Frauen in Der Gesundheitswirtschaft 2020: Yes, She Can! Warum Das Gesundheitswesen Mehr Weibliche Führungskräfte Braucht (2020) www.pwc.de/women_and_healthcare Google Scholar 71 E. Kuhlmann, J. Allsop, M. Saks Professional governance and public control: a comparison of healthcare in the United Kingdom and Germany Curr Sociol, 57 (4) (2009), pp. 511-528, 10.1177/0011392109104352 View article Google Scholar