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Comunicação farmacêutico - utente em farmácia comunitária : caracterização dos serviços prestados em gabinete
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Introdução: As farmácias comunitárias portuguesas têm vindo a prestar cada vez mais serviços farmacêuticos. Os que requerem um atendimento mais personalizado devem ser executados no gabinete privado desta, como por exemplo, simples medições de parâmetros até à consulta farmacêutica. Esta deve ser realizada de forma estruturada e continuada para que se atinjam os objetivos propostos, em geral a garantia da efetividade da terapêutica.
Objetivo: Caracterizar a comunicação farmacêutica na prestação de serviços em ambiente de consulta e identificar quais os fatores técnicos ou comunicacionais que durante essa entrevista predispõem o utente a voltar à farmácia.
Métodos: Recorreu-se ao banco de dados pertencente ao projeto FCT PTDC/SAUESA/098006/2008. O desenho do estudo seguiu uma abordagem transversal e descritiva, em que a amostra foi composta por um conjunto de entrevistas recolhidas e escolhidas intencionalmente, de farmácias prestadoras de cuidados farmacêuticos. As entrevistas foram transcritas integralmente, codificadas através de um esquema previamente validado, incluindo a sua segmentação. Foi utilizada estatística descritiva, testes uni e multivariados para análise estatística dos dados, a qual recorreu também a regressões logísticas para a análise da fidelização dos utentes aos serviços farmacêuticos.
Resultados: Foram analisadas 59 entrevistas. Dos 56 utentes participantes, 71,4% eram do sexo feminino. A média de idades observada foi de 65,7 anos. Em 76,3% dos casos, o serviço prestado foi uma medição de parâmetros ou aplicação de injetável e em 23,7% realizou-se uma consulta farmacêutica de revisão terapêutica. O tipo de declaração mais trocado entre farmacêutico - utente foi o informativo (50%) e as perguntas fechadas (14%) ambos com conteúdo sobre exames realizados, problema de saúde atual, dieta e posologia da medicação do utente. De seguida, foram as declarações de orientação (9%), as conversas coloquiais (8%) e de aconselhamento (8%), estas sobre exames clínicos, consultas futuras, plano terapêutico do utente assim como a sua dieta e exercício físico. Verificou-se que 32,2% dos utentes apresentavam uma propensão estatisticamente significativa para regressar à farmácia. As variáveis que melhor explicam esta possibilidade de fidelização foram as relativas ao estilo de vida e situação psicossocial do utente e a sua idade. A entrevista completa, isto é, com a presença de todos os segmentos assim como o diálogo de natureza coloquial foram também fatores relevantes para explicar a fidelização.
Conclusões: Uma vez que os utentes, geralmente quando vão à farmácia é com o intuito de procurar aconselhamento sobre o seu problema de saúde e/ou terapêutica, seria de esperar que o tipo de declaração mais trocado fosse de aconselhamento mas foi o informativo e as perguntas
fechadas. Contrariamente ao esperado parece que não são as competências técnicas dos farmacêuticos, sobre medicamentos e seu uso, que predispõe um utente a voltar à farmácia para nova prestação de serviços, mas sim a comunicação de conteúdo coloquial, sobre o estilo de vida e a situação psicossocial, o que não contribui para efetivar o papel do farmacêutico como especialista do medicamento.
Introduction: The Portuguese community pharmacies have been providing increasingly pharmaceutical services. Those who require a more personalized service should be performed in the private office of the pharmacy, eg, from simple measurements of parameters to a pharmaceutical consultation. This should be done in a structured and continuous manner by which to achieve these objectives, in general ensuring the effectiveness of therapy. Objective: Characterize the communication while providing pharmaceutical services in consultation environment and identify the technical and communicational factors that during this interview predispose the user to return to the pharmacy. Methods: Recourse to the database belonging to the FCT project PTDC / SAU-ESA / 098006/2008. The study design followed a cross-sectional and descriptive approach, in which the sample was composed of a set of collected interviews and intentionally chosen from pharmacies providing pharmaceutical care. The interviews were transcribed verbatim, coded using a previously validated scheme, including its segmentation. Was used descriptive statistics, uni and multivariate tests for statistical data analysis, which also used the logistic regressions to analyze pharmacy customers loyalty to pharmaceutical services. Results: 59 interviews were analyzed. Of the 56 participating customers, 71.4% were female. The average age was 65,7 years. In 76,3% of cases, the service provided was a measurement parameter or application of injectable and in 23,7% was a pharmaceutical consultation of therapeutic review. The type of statement more exchanged between pharmacist – customer was informative (50%) and closed questions (14%) both with content about clinical tests, current health problem, diet and dosage of customer medication. Then, were the statements of instruction (9%), social conversations (8%) and counseling (8%), which content on clinical tests, future consultations, therapeutic plan of the customer as well as your diet and exercise practiced. It was found that 32,2% of the users had a statistically significant propensity to return to the pharmacy. The variables that best explain this possibility of loyalty were related to lifestyle and psychosocial situation of the customer and their age. The full interview, i.e., with the presence of all segments as well as the colloquial nature of dialogue were also relevant factors to explain the loyalty. Conclusions: Once the pharmacy customers, usually when they go to the pharmacy is in order to seek advice about their health problem and/or therapy, it would expect that the type of statement more exchanged was counseling but it was informative and closed questions . Contrary to expectation seems they are not the technical skills of pharmacists, on medicines and their use, which predispose the customer to return to the pharmacy for the provision of new pharmaceutical service, but the communication of social content on lifestyle and psychosocial situation , which does not contribute to effect the role of the pharmacist as the medication expert.
Introduction: The Portuguese community pharmacies have been providing increasingly pharmaceutical services. Those who require a more personalized service should be performed in the private office of the pharmacy, eg, from simple measurements of parameters to a pharmaceutical consultation. This should be done in a structured and continuous manner by which to achieve these objectives, in general ensuring the effectiveness of therapy. Objective: Characterize the communication while providing pharmaceutical services in consultation environment and identify the technical and communicational factors that during this interview predispose the user to return to the pharmacy. Methods: Recourse to the database belonging to the FCT project PTDC / SAU-ESA / 098006/2008. The study design followed a cross-sectional and descriptive approach, in which the sample was composed of a set of collected interviews and intentionally chosen from pharmacies providing pharmaceutical care. The interviews were transcribed verbatim, coded using a previously validated scheme, including its segmentation. Was used descriptive statistics, uni and multivariate tests for statistical data analysis, which also used the logistic regressions to analyze pharmacy customers loyalty to pharmaceutical services. Results: 59 interviews were analyzed. Of the 56 participating customers, 71.4% were female. The average age was 65,7 years. In 76,3% of cases, the service provided was a measurement parameter or application of injectable and in 23,7% was a pharmaceutical consultation of therapeutic review. The type of statement more exchanged between pharmacist – customer was informative (50%) and closed questions (14%) both with content about clinical tests, current health problem, diet and dosage of customer medication. Then, were the statements of instruction (9%), social conversations (8%) and counseling (8%), which content on clinical tests, future consultations, therapeutic plan of the customer as well as your diet and exercise practiced. It was found that 32,2% of the users had a statistically significant propensity to return to the pharmacy. The variables that best explain this possibility of loyalty were related to lifestyle and psychosocial situation of the customer and their age. The full interview, i.e., with the presence of all segments as well as the colloquial nature of dialogue were also relevant factors to explain the loyalty. Conclusions: Once the pharmacy customers, usually when they go to the pharmacy is in order to seek advice about their health problem and/or therapy, it would expect that the type of statement more exchanged was counseling but it was informative and closed questions . Contrary to expectation seems they are not the technical skills of pharmacists, on medicines and their use, which predispose the customer to return to the pharmacy for the provision of new pharmaceutical service, but the communication of social content on lifestyle and psychosocial situation , which does not contribute to effect the role of the pharmacist as the medication expert.
Descrição
Tese de mestrado, Cuidados Farmacêuticos, Universidade de Lisboa, Faculdade de Farmácia, 2014
Palavras-chave
Comunicação farmacêutico – utente Serviços das farmácias comunitárias Fidelização à farmácia Portugal Teses de mestrado - 2014