AN EXPLORATORY ANALYSIS OF MARKETING-MIX IMPACT ON SUPPLY CHANNELS USED BY COMMUNITY PHARMACISTS ENGAGED IN HEALTHCARE SERVICES IN NIGERIA

THEOPHILUS EHIDIAMEN OAMEN; OAMEN SOPHIA OMORENUWA

doi:10.22159/ijpps.2021v13i10.42447

Authors

THEOPHILUS EHIDIAMEN OAMEN Department of Clinical Pharmacy and Pharmacy Administration, Faculty of Pharmacy, Obafemi Awolowo University, Osun State, Nigeria
OAMEN SOPHIA OMORENUWA Department of Clinical Pharmacy and Pharmacy Practice, Faculty of Pharmacy, University of Ibadan, Oyo State, Nigeria

DOI:

https://doi.org/10.22159/ijpps.2021v13i10.42447

Keywords:

Pharmacy practice, Community pharmacists, Marketing-mix, Purchasing, Decision-making, Impact, low and middle-income countries, Outcome Research, Healthcare services, Nigeria

Abstract

Objective: The main objective of this study was to evaluate the influence of marketing-mix concepts on the purchasing engagements of community pharmacists with supply channels in low and middle-income settings. Secondly, to use an Impact scale to measure the dominant marketing-mix factors that influence procurement decision-making practices.

Methods: A descriptive study that used self-administered questionnaires, distributed to community pharmacists from March to May 2021 in Southwestern, Nigeria. A mixed-method sampling technique was adopted. Ethical approval was given by the Ministry of health (HPRS/381/371). Study outcomes were compared against measures of the Impact scale. Descriptive and Inferential statistics were used to test the study hypotheses using SPSS-25. Significance was set at p<0.05

Results: The response rate was 79.6% representing 398 community pharmacists. Age of community pharmacists had significant association with price-sensitivity (p<0.01). Community pharmacists with more employees tended to be price-sensitive (p=0.003). Promotion variable had the highest influence (Mean score=2.73, SD=0.43, Impact-level=moderate), followed by Price (Mean score=2.65, SD=0.34, Impact-level=moderate), Place (Mean score=2.61, SD=0.51, Impact-level=moderate), Perception (Mean score=2.48, SD=0.42, Impact-level=low), and the least impactful was Product (Mean score=2.46, SD=0.41, Impact level=low). The study revealed an overall low-to-moderate involvement (Mean score=2.59, SD=0.42) and influence of marketing-mix on the level of engagement of community pharmacists with supply channels.

Conclusion: Findings suggest a shift of focus away from product-based considerations. Therefore, the study recommends a more balanced decision approach using an Impact rating scale. Improved focus on key priorities that can positively impact quality pharmaceutical care to the patient is advocated.

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