characteristics of service
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Chapter 3Characteristics of Services
TIP Pharmacists provide services - not drugs.
Chapter 3 slides for Marketing for Pharmacists, 2nd Edition
Learning ObjectivesDefine the following terms: services, value-
added services, pure services. Identify four characteristics of services that
differentiate them from products.Discuss how the characteristics of services
make them difficult to market.Describe service categorization methods that
can be used to develop strategic insights into the provision of pharmaceutical services.
Apply marketing strategies for dealing with the unique characteristics of services.
Defining ServicesServices are performances or processes
that benefit others.They can accompany tangible product or be of
value by themselves.Services that accompany a tangible product often
called value-added services.Pure services do not accompany a tangible
product.Pharmacy is a service profession.
Services often revolve around the provision of a tangible product.
Pharmacist servicesPharmacist value-added services
enhance value of tangible products. The level of service or product
orientation of a pharmacy depends on the intangibility of the offering.
Characteristics Unique to ServicesIntangible
Actions or eventsCan’t be seen, held, or touched
HeterogeneousNo two service experiences alikeService quality depends on uncontrollable factorsActual service often not what was planned
Characteristics Unique to Services
Production and consumption inseparableServices can’t be saved, returned, or resoldOnce services are delivered, they are lostDifficult to synchronize supply and demand
Customers participate and influence serviceCustomers influence each other’s experiences
Challenges in Marketing Services
It is difficult to promote their valueChallenging to get customers to notice and
desire a product when it cannot be seen or touched
Customers have difficulty evaluating servicesIntangibility and variability makes them
difficult to assess Often invisibleDifficult to synchronize supply and demand
Classifying Pharmacist Services
Classifying helps identify new strategies for serving patients and competing.Avoids inbreeding.
TIP To market services, we
must understand them.
Tangible/Product Oriented
Mix
Intangible/Service Oriented
Mix
Low ServiceDispensing
High ServiceDispensing
DrugInformation
Durable MedicalEquipment
OTCs/Herbals
Home TestingEquipment
FIGURE 3-1Pharmacist services on a continuum of product to
service orientation
Professional or nonprofessional
ProfessionalsConsidered to have unique skills, expertise,
and training Have distinct group identity and are largely
self-regulatory Are experts in specialized fields and use
their expertise to advise and assist customers
Are less subject to price sensitivity and promoted more through word of mouth
Strategies for Marketing Services
Use tangible clues to the quality of your services Lighting, cleanliness, neatnessDress, appearance, and body language
of the pharmacist Organization of merchandise on shelves
Provide something tangible with your services
Strategies for Marketing Services
Take advantage of word-of-mouth promotional communications.Ask customers to recommend the pharmacy to others. Identify and cultivate opinion leaders.
Emphasize the professional nature of pharmacist services.Use good judgment and show professionalism.Emphasize expertise, competence, and training.
http://www.npr.org/templates/story/story.php?storyId=5675094
Marketing insurance
Can marketing work with pharmacist services?
Strategies for Marketing Services
Establish and maintain a strong image in the mind of customersThrough all elements of marketing mix.
Practice relationship marketing.Develop formal and informal
relationships.Take a long-term view of transactions.
Strategies for Marketing Services
Expand services to more than one site.
Store services if possible.Manage supply and demand.
ATM-style dispensing machines
In physicians’ officesIn pharmaciesFor refills or new
prescriptions
Self-diagnostic testsPharmacists conduct diagnostic testing
and provide information and assistance on OTC diagnostic products:Pregnancy Cholesterol Blood glucose Blood pressure AIDS Narcotics use
Point-of-purchase
Touchscreen informationSelf checkout and payment
ConclusionThe pharmacy profession needs to
look beyond current ways of practice and explore how other businesses serve customers.
Pharmacists can learn by emulating the best practices of businesses outside pharmacye.g., hospitality, retailing, and food
service industries.
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