THE CONCEPT OF INFORMATION AND COMMUNICATION SERVICES IN A PHARMACY

Introduction. The strategies of drug supply to the population of the Russian Federation for the period up to 2025 are aimed at increasing the availability of high-quality, effective, and safe medicines. The current professional standards and good pharmacy practice guidelines require a more active and personalized interaction with consumers and a need to develop and maintain the ability of pharmaceutical workers to communicate effectively. Objective: to develop and introduce a new direction of pharmaceutical services, which is characterized by the effective professional interaction of pharmaceutical workers with consumers in order to improve the quality of drug care. Material and methods. The investigation was based on normative legal acts in health care, education; drug circulations; pharmacy organizations; questionnaires for pharmaceutical workers and consumers; and experts' questionnaire. It used methods for systematic, statistical, comparative, and logical analyses; the conceptual modeling theory; sociological methods (questionnaires and interviews), and an expert evaluation method. Results. A study of consumer satisfaction with pharmaceutical services showed its insufficient level. Weak points were identified in the interaction of pharmaceutical workers with consumers. The investigators identified the main factors that influence its effectiveness, such as the volume and quality of information used by pharmaceutical workers; the psychological personality characteristics of pharmaceutical workers; the number and characteristics of the premises in which there was an interaction with consumers of pharmaceutical services in pharmacies. The findings showed that it was necessary to expand the list of pharmaceutical services provided to the population. Guidelines were developed for the implementation and provision of information and communication services in the pharmacy organizations. Conclusion. A new direction of pharmaceutical services, such as information and communication services, has been developed. Its implementation in the work of pharmacies has resulted in a considerable increase in their customer satisfaction.

customer satisfaction, effective interaction, pharmaceutical services, ergonomic space, psychological personality characteristics