THE ROLE OF THE INTERNET IN PHARMACISTS' COMMUNICATION AND AS A SOURCE OF HEALTH INFORMATION

Sanja Mlivoncic ()
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Sanja Mlivoncic: Saints Cosmas and Damian pharmacies

Economic Thought and Practice, 2022, vol. 31, issue 1, 125-139

Abstract: Modern information and communication technology is present in all areas of human life, including the pharmaceutical industry. The consequence of the development of new technologies and the Internet is their application in the marketing communication of pharmaceutical companies. Communication between patients and health professionals, review of professional literature, search of biomedical databases, and online education of health professionals have been facilitated. Consequently, the aim of this research is to investigate the extent to which pharmacists use the Internet to find health information. In addition, the most common means of communication between pharmacists and patients as well as pharmacists' perceptions of the use of social networks in professional communication will be investigated. An online survey was used for the study. The research was conducted during August and September 2021 on a sample of 92 pharmacists employed in pharmacies in the Republic of Croatia. Descriptive and inferential statistical procedures were used to analyze the data. The results of the research showed that pharmacists use the Internet more for professional purposes to search for information related to the medicine, and they use it more than the professional literature available in the pharmacy. In addition, the results of the survey showed that pharmacists have a positive attitude towards social networks as a means of communicating with patients, although on the Internet they most often communicate with patients by e-mail.

Keywords: internet; communication; pharmaceutical marketing; social networks; pharmacist (search for similar items in EconPapers)
JEL-codes: D83 I11 L11 M31 (search for similar items in EconPapers)
Date: 2022
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DOI: 10.17818/EMIP/2022/1.6

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