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The compatibility of the retail setting with a patient‐based practice model: reports from community pharmacists

The patient counselling and prospective drug utilization review mandates of the Omnibus Budget Reconciliation Act of 1990 raise the question of how compatible the retail pharmacy setting in the United States is with a patient‐based model of pharmacy practice. In order to investigate this question, a self‐administered questionnaire was distributed by pharmacy students to a convenience sample of pharmacists with at least one year's experience in the community setting. The questionnaire asks respondents to recall two incidents: one that caused them to gain or retain a patient or that was for some reason a source of professional satisfaction, and one that may have caused the loss of a patient or that they would handle differently if faced with the situation or problem again. The respondents practice in pharmacies in and around a large midwestem city. Data analysis showed that respondents tend to identify patient‐based activities when recalling appropriate behaviours and traditional or customer‐based activities when recalling inappropriate behaviours or mistakes. Patient‐based activities can sometimes result in the loss of business, but they can also result in patronage gains, especially when performed in conjunction with good customer service. In summary, these pharmacists do implement a patient‐based model in some situations. The patient‐based and customer‐based models can be complementary in that the patient can benefit from the services of an expert health professional while simultaneously being treated with the respect and ‘customer knows best’ attitudes indicative of the retail setting.