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Why pharmacists should not think of marketing as a dirty word

While marketing can certainly be used for negative purposes, it can also be used positively, such as to better serve your patient population. As an analogy, think of medications—if they are not used correctly, they can cause great harm, but when used correctly (after consulting with a pharmacist!), they have potential to greatly improve the lives of patients. 
 
Change is happening at an unprecedented level for the profession. Some of these changes are welcome, some are not; some are driven by pharmacists, while others are driven by other interests. Regardless, pharmacists need to embrace change and perhaps become the change agent. Marketing is a commonly misunderstood tool that, when used properly, can help increase the chances of positive, sustained change. Remember, “If you don’t like change, you will like irrelevance even less.”24 ■