Media release from United South African Pharmacies 21 September 2009
Convenience and relationship tops shopping for price in pharmacy survey
In a recent survey of consumers conducted in independent pharmacies across the Western Cape, 83% of respondents indicated that in selecting a pharmacy their relationship with their local pharmacist was the most important factor, with price coming in as the least important at only 27%.
"The survey indicates that the role of the community pharmacist as a healthcare provider remains as critical today as it was in our parents generation," says Drew Horner, chairman of United South African Pharmacies.
"Pharmacies have a huge role to play in advocating general healthcare and wellness as they are easily accessible and provide face-to-face counselling - and in some cases deliveries and after-hour calls."
It was interesting to note from the survey data that most community pharmacies delivered for free and customers appreciated and made use of this service.


The survey, which was undertaken in order for independent pharmacists to understand their consumers and to enhance service, found that the second most important factor in selecting a pharmacy was convenience (79% of consumers rated convenience as a determining factor in their choice of pharmacy).
Echoing this, the research revealed that 88% of people surveyed will not travel further than five kilometres from home to a pharmacy, even if they could get a better price on their medication at another pharmacy.
"Stopping off at your local tried and trusted pharmacy seems to beat running into a mall in terms of convenience.

This makes complete sense, as our research shows that 61% of consumers tend to go to the pharmacy in the afternoon before 6pm and 57% preferred to go first thing in the morning", says Horner.
An overwhelming majority of respondents indicated that they have been making use of the same community pharmacy for between five and ten years.
In addition to medication, a big priority for consumers is health supplements.

52 % of consumers indicating that, in addition to over the counter medication and filling a script, they purchased health supplements in their pharmacy.
"Most consumers are seeking a safe, professional and convenient experience.

One can only have that experience if you have personal relationship with a knowledgeable and respected community pharmacist as it engenders feelings of trust and involvement in their health and general wellness."
"It is in the adherence to prescription regimens and safety in combining medications, that relationship plays a critical role," explains Horner.


Participants in the research reported feeling more comfortable initiating discussions regarding their medication with their community pharmacist who, more often than not, has a history of working in the community and knowing the individuals and their families background.
"When dispensing advice on health and wellness, most patients prefer to deal with a medical professional who is willing to come out from behind the counter and making a connection with patients, especially if its the same face each time," Horner said.
"Pharmacists must take great pains to foster this close patient-pharmacist relationship.

It is just part of the personal service offered by community pharmacists that sets us apart from our peers in rather more anonymous conditions of the large chain or corporate pharmacies."
- Ends Prepared by: FD Media and Investor Relations Jean Dennis : 021 487 9019 / 083 500 5302 /
On behalf of: United South African Pharmacies
Further Information: Drew Horner, Chairman, USAP / 082 929 9710
NOTE TO EDITOR The USAP consumer survey was conducted in participating pharmacies during the month of July, as part of a pilot project in the Western Cape.
The survey was conducted in an effort to understand peoples perceptions, attitudes and behaviour towards their preferred pharmacies. In particular, we wanted to know what the deciding factors were for consumers when selecting a pharmacy.

Five pharmacies elected to participate in the pilot survey.

The geographic spread of these pharmacies included the Garden Route, Atlantic Seaboard, Northern Suburbs in Cape Town, the West Coast and South Peninsula. The total 518 respondents answered survey questions regarding:
a) Consumer behavior b) Service c) Knowledge About USAP USAP is a voluntary association of 1100 independent pharmacies with a broad footprint throughout the country.
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