Assessment of the Potential of the Pharmaceutical Information Environment in the Region

Journal of Environmental Treatment Techniques

2020, Volume 8, Issue 4, Pages: 1357-1360

J. Environ. Treat. Tech.

ISSN: 2309-1185

Journal web link: http://www.jett.dormaj.com

https://doi.org/10.47277/JETT/8(4)

Assessment of the Potential of the Pharmaceutical

Information Environment in the Region

Irina V. Spichak*, Maria A. Pasechnikova, Irina V. Zhirova, Ekaterina V. Boiko, Alina O.

Ivashchenkova

Belgorod State University, 85, Pobedy St., Belgorod, 308015, Russia

Received: 11/05/2020

Accepted: 17/07/2020

Published: 20/09/2020

Abstract

A systematic study of pharmaceutical information activities at the regional level has been conducted. A model of the pharmaceutical

information environment (PhInE) has been formed, including global, modeling, and internal spheres. Its participants, target groups,

relationships between them, and factors affecting pharmaceutical information have been identified. A methodological approach to rapid

analysis of the region's PhInE potential has been developed and tested. Factors of the modeling and internal sphere were studied; SWOT

analysis of factors affecting PhInE performed; a program for optimizing the region's PhInE was formed.

Keywords: Pharmaceutical information, Pharmaceutical care, Pharmacy information activities, Pharmaceutical information

environment

Introduction¹

Nowadays the role of information has increased

Results and Discussion

immeasurably. Information technologies are intensively used in

pharmaceutical activities [1-4]. A significant amount of

research is devoted to the provision of pharmaceutical

information (PhI) and informatization of the sphere of

circulation of medicines [5-8]. At the same time, much

attention is paid to marketing communications, advertising

activities of pharmacies, information support for dispensing

drugs, and software development for the implementation of

various areas of pharmaceutical activity [9-12]. However, most

studies are local in nature and are implemented from the

perspective of a pharmaceutical organization [13-16]. But

nowadays, there are no systematic approaches to assessing the

potential of the pharmaceutical information sphere and its

management, in particular, at the regional level. According to

this, it is advisable to multi-aspect characteristics and analysis

of the pharmaceutical information environment of the region,

identifying its strengths and weaknesses, opportunities and

threats, determining development vectors for the purpose of

management, control and monitoring. Thus, the aim of the

research is the study the potential of PhInE at the regional level.

For the purpose of rapid analysis of the region's PhInE

potential, a methodological approach has been developed that

includes 5 stages: 1) formation of the PhInE model; 2) study of

the modeling sphere factors; 3) study of internal sphere factors;

) SWOT analysis of factors affecting PhInE; 5) formation of

the region's PhInE optimization program. The methodological

approach is tested on the example of the information

environment of the Belgorod region. At the first stage, the

PhInE model was developed, which includes 3 spheres of

influence of various factors on pharmaceutical information

(PhI): global, modeling and internal (Fig. 1).

The global sphere is formed by factors of indirect influence:

the pharmaceutical market (PhM), modern information

technologies, and the educational sector. The modeling sphere

is formed by 4 groups of complex regional factors of direct

influence: information needs of pharmacy visitors, information

potential of the regional pharmaceutical market, consulting

groups of medical and pharmaceutical specialists, and the

regional market of pharmaceutical information and reference

systems. The internal sphere of PhInE is formed by the

pharmacy information environment. The main participants –

target groups of PhInE have been established: subjects of PhI

provision-pharmacy employees; objects-visitors of pharmacy

organizations. At the second stage, as a result of a sociological

study, the characteristics of the target groups of PhInE,

information needs and problems of information exchange were

determined. So, in particular, a pharmacy visitor represents as

a woman of middle or retirement age (28% each), married

(57%), working (47%), having a higher education (54%)

Material and Methods

The empirical base of the study was made up of 300

questionnaires of a sociological survey of visitors to pharmacies

in Belgorod and 122 questionnaires of pharmaceutical employees;

the results of monitoring the appeal of 1000 residents of Belgorod

to pharmacy organizations; 160 expert sheets for evaluating the

information capacity of pharmacies; price lists of pharmaceutical

companies-distributors in the Belgorod region; statistical

materials; Internet resources. Methods of logical, system,

structural analysis, strategic management, economic and

mathematical, sociological, pharmacoeconomical have been used.

Corresponding author: Irina V. Spichak, Belgorod State University, 85, Pobedy St., Belgorod, 308015, Russia. spichak@bsu.edu.ru

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Journal of Environmental Treatment Techniques

2020, Volume 8, Issue 4, Pages: 1357-1360

Figure 1: Model of pharmaceutical information environment

When the first symptoms of the disease appear, he/she is

sent to the doctor only in 16% of cases. At the same time, he/she

does not receive all the necessary amount of PhI at the

reception, as a rule, due to lack of time with a medical specialist

activities of pharmacy dispensing employees, pharmacy

managers note sociability (30%), stress resistance (20%),

conscientiousness (25%) and self-confidence and (15%), tact

(10%), analytical abilities and energy (5% for each). At the

same time, employees, according to the opinion of pharmacy

managers, should first of all be competent in the knowledge of

clinical pharmacology (35%) and pharmaceutical market offers

(30%); possess effective sales practices (25%); know the rules

for storing medicines (20%); apply the principles of

merchandising (15%); use SOFTWARE (10%); know the

specifics of drug interaction (5%). The portraits formed on the

basis of data from a sociological survey of managers and

employees of different pharmaceutical organization are similar in

the most positions. However, the expectations of managers

regarding the information capital of pharmacy specialists are not

justified – employees constantly have lack information and/or time

to get it.

At the third stage, the factors of the modeling sphere have been

studied. For the purpose of accelerated assessment of the region's

PhInE potential, global factors that have an indirect impact on

information activities were not taken into account. The morbidity

rate of the population of the Belgorod region was analyzed. It

directly affects by the number of requests from the population for

medical care in medical institutions, as well as for pharmaceutical

care in pharmacy organizations. In connection with the appearance

of the disease in a patient he/she gets a need for information on this

nosological form and methods of its treatment. The main diseases

that dominated in region are the diseases of the respiratory

system (31.9%), circulatory system (8.3%), musculoskeletal

system and connective tissue (7.4%), etc. The leading

nosological forms are diseases characterized by high blood

pressure (2.2%); gastritis, duodenitis, functional disorders of

the stomach (2.2%); myopia (1.9%). Further, in order to

identify the main reasons for visiting pharmacies by the

population and determine information needs, we studied the

appeal of 1000 residents of Belgorod to pharmacy

organizations. As a result, the structure of causes of complaints

has been formed, including 3 main groups: diseases of various

organs and systems (53.3%); symptoms and ailments (40.7%);

(52%). The main information needs of pharmacy visitor are

information about the rules for taking medications (56%), the

possibilities of their use in different age groups (33.3%), etc.

Almost 80% of respondents initially go to a pharmacy on their

own decision. The main sources of information for them are

friends, colleges, relatives, the Internet, and the media. They all

need professional advice from a pharmacy employee (100%).

In general, visitors trust pharmaceutical specialists

(59.7%). However, when communicating with them, they feel

discomfort when identifying problems (36%), especially in the

presence of other visitors (34%). In the course of the study, the

main features of pharmacy employees who dispense medicines

as subjects of providing PhI were identified. This is a woman

under 30 years old with a secondary professional (48.4%) or

higher pharmaceutical education (47.5%). The pharmacist may

experience difficulties in the process of work related to the need

to improve the level of knowledge in the field of new drugs

(

41%). The main information needs are the data on medicines

38.5%) and the latest changes in the sphere of state regulation

of pharmaceutical activity (32%). The main sources of

information are Internet resources (85.3%). It takes 3-4 minutes

to consult users. In 21% of cases, it releases drugs depending

on the social status of the pharmacy visitor. In order to evaluate

pharmaceutical specialists from the position of an external

observer, a sociological study of 50 heads of pharmacies in

Belgorod was conducted. As a result, we studied their opinion

on what qualities the "ideal" employee should have and what

information needs they may have in the course of their

activities. According to respondents, the determining criteria

for selecting employees for a position are the presence of higher

or secondary specialized pharmaceutical education (30%),

good knowledge of the range of medicines and possession of

effective sales skills (20%), work experience (15%), ability to

work with software (10%), positive feedback from the previous

job and age (5%). Among the main qualities required in the

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Journal of Environmental Treatment Techniques

2020, Volume 8, Issue 4, Pages: 1357-1360

cosmetic, trichological and dental problems (6%). Among the

identified nosologies, diseases of the circulatory system

containing criteria and a range of assessments. The experts are

the heads of pharmacies. All criteria of expert lists were

evaluated on a 5-point scale. Then the average value of each

PhIC component and its total value have been determined. The

methodological approach was tested on the example of 20

pharmacies in Belgorod.

(

22.7%), infectious and parasitic diseases (22.1%), diseases of

the digestive system (14.8%), respiratory (9.2%), genitourinary

6.4%), nervous system (5.8%) prevail. The group "symptoms

(

and ailments" includes 28 items, including: headache (15.7%),

cold (14.5%), runny nose and hypovitaminosis (13.3%), cough

As a result of the assessment of the material and technical

equipment of information and communication technologies, the

indicator was 3.2 points, which indicates its satisfactory condition.

A low value indicates insufficient use of new technologies.

Information resources for 20 pharmacies were rated at 2.5 points,

which is an indicator of their poor condition: the management pays

insufficient attention to the organization of information and

consulting services. The average value of the information and

educational policy was 3.3 points (satisfactory), which indicates

the need to improve the organization of training and testing the

competencies of pharmacy employees. Professional information

capital of employees was 3.1 points (satisfactory). To improve

the quality of information and consulting services provided, it is

necessary to improve the professional knowledge of specialists.

The average value of the PhIC is 12.1 points out of 20 possible,

which in accordance with the developed scale indicates its level

– "below average". We identified leaders among pharmacies, but

their level was low. Thus, in the Belgorod region, the information

activities of pharmacies are not sufficiently developed. At the

next stage, a comprehensive analysis of the studied factors was

performed using a SWOT matrix that reflects the strengths and

weaknesses of PhInE, opportunities and threats to its

development (Table 1). The main negative trends formed the

basis of the regional program for optimizing the PhInE of the

Belgorod region, which includes 6 action vectors with details

of activities, responsible performers, participants, and

implementation deadlines. Priority areas for improving PhInE

include: 1) organizational support of information activities of

pharmacies; 2) monitoring of information activities of

pharmacy organizations; 3) improving the quality of

information support for pharmacy visitors; 4) improving the

human resources of pharmacy organizations in the region; 5)

formation of a regional regulatory framework for providing

pharmaceutical care and information and consulting services;

6) development of modern technologies for providing

pharmaceutical information. Thus, in order to implement a

comprehensive analysis of the existing PhI system, the PhInE

model was developed. It has been established that it has a complex

structure with a complex of relationships between participants and

target groups. Therefore, it is advisable to conduct a systematic

study and assessment of the potential of PhInE for competent

regulation of all processes occurring in it.

(

7.9%), sore throat (7.6%), shallow skin lesions (3.7%),

nervous tension (3.4%), high blood pressure, heart pain,

allergies (2.2%), fever, muscle and joint pain (1.7%), Diarrhea

(1.5%), etc. The main dental, cosmetic and trichological

problems are: acne (16.7%), dry skin (13.3%), darkening of

tooth enamel (11.7%), hair loss, dandruff and wrinkles (10%),

calluses and increased sweating (6.7%), delayed hair growth

(5%), burns, vascular asterisks and gum inflammation (3.3%).

Further, the participation of consulting groups of medical and

pharmaceutical specialists in PhInE was evaluated. It has been

established that in the Belgorod region all of the consulting

team are present. They are an educational institution of

postgraduate education, the attestation and accreditation

Committee, the educational structure of the qualification,

academic and professional community, medical professionals,

medical representatives, marketing groups pharmaceutical

manufacturers to promote the medicines at the regional

pharmaceutical market, the consulting group for the analysis of

the pharmaceutical market.

The regional market of information and reference systems

have been also studied. Available resources include:

www.apteka.ru,

lekarstv.ru,

www.apteki.su, the program "Analyt: pharmacy". However,

not all pharmacies in the region are connected to the available

resources, and the information component is provided only

with instructions for use. The information potential of the

regional pharmaceutical market is also analyzed as part of the

modeling sphere research. The greatest need for PhI arises, as

a result, on drugs increased demand. In this regard, the most

popular drugs have been identified. 338 TOP positions of trade

names of medicinal products related to 270 active substances,

www.poisklekarstv.ru,

www.pharmacevtika.ru,

www.analogi-

www.analit.net,

56 pharmacological and 14 ATX groups have been identified.

In particular, among the ATX classes, the leading position is

occupied by drugs acting on the nervous system, digestive tract

and metabolism, and the respiratory system. At the third stage

of rapid analysis of the region's financial system, its internal

sphere, represented by the pharmacy information environment,

was studied. To characterize the internal sphere, the concept of

pharmacy information capacity" (PhIC) is introduced. It is

mean the maximum amount of professional information that

can be provided in a pharmacy organization to consumers: the

population, medical professionals, colleagues, depending on

the available resources. In order to assess the internal sphere, a

methodological approach to the examination and evaluation of

pharmacy organizations was developed. It involves a consistent

quantitative assessment of all its components: the material and

technical equipment of information and communication

technologies, information resources, information and

educational policy of the pharmacy, and an assessment of the

professional information capital of its employees. Expert sheets

have been developed to define each component of the PhIC,

However, there were no approaches to studying and managing

information activities at the regional level. In this regard, a

methodological approach has been developed to conduct a rapid

analysis of the potential of PhInE in the region, which allows for

rapid assessment of its state with a view to further impact on

negative trends in its development. To ensure monitoring and

optimization of information activity of pharmacies, the technology

of information capacity examination of a pharmacy organization

was developed for the first time. Quantitative expression (PhIC)

also makes it possible to identify leaders and outsiders in the

provision of pharmaceutical information services.

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Journal of Environmental Treatment Techniques

2020, Volume 8, Issue 4, Pages: 1357-1360

Table 1: SWOT Analysis Matrix

Opportunity

Threats



Priority addressing of the population to the

pharmacy for PhI;



Increase in the general morbidity rate of the population;

High level of morbidity in the Belgorod region in comparison with other

subjects of the Central Chernozem economic region;

Increase in the frequency and variety of reasons for visits to the pharmacy;

Public visits to a pharmacy organization without a doctor's appointment;

Wide range of products on the regional pharmaceutical market;

Information deficit that occurs in the population, including after visiting a

doctor;

Unreliability of sources of information about medicines used by the

population;

Underdevelopment of the pharmaceutical information and reference systems

market in the Belgorod region.



The trust of patients to pharmacist;

Interest of patients in receiving information

services in pharmacies, including through

innovative technologies;

Public satisfaction with information

provided by pharmaceutical specialists;

Availability of the faculty of pharmacy of

NRU "BelSU" as an information and

educational center;



Active participation of consulting groups of

specialists of the Belgorod region in

information exchange.

Strengths

Weaknesses



Low information capacity of pharmacy organizations;

Low professional information capital of pharmacy employees;

Unsatisfied information needs of pharmaceutical specialists, significant

information load;



All pharmacies are equipped with computers

and Internet access;

The availability of software for automated

accounting of goods flow;

Availability of necessary information for

visitors in pharmacies on signs and in sales

halls, advertising materials;

Updating pharmaceutical knowledge and

skills of pharmacy employees at conferences,

seminars, and trainings.



Lack of modern technologies for providing PhI in pharmacies (Internet sites,

infomats, "running" information lines, etc.);

Lack of periodicals in pharmacies;



Lack of algorithms for providing pharmaceutical care, standards for providing

information and consulting services in most pharmacies;

Lack of conditions for providing consulting services in pharmacies (a large

flow of visitors, lack of information departments, pharmacists who carry out

information and consulting work, etc.);

Lack of practice of conducting informational seminars for pharmacy visitors;

Non-interference of the employee training system inside the pharmacy;

Insufficient monitoring of pharmacy employees ' knowledge;

Lack of initiative of pharmacy specialists in providing PhI;

Lack of anonymity in the process of providing PhI to pharmacy visitors.



Vitukhin VS, Pavlov AG. New opportunities for professional use

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Heidari K. Evidence Based Pharmaceutical Care. Journal of

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Katkova AD, Kirschina IA, Soloninina AV. Internet technologies

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Conclusion

The effects of implementing the results of the study can be

traced in several directions: by influencing pharmacy

organizations, the population and the management of

pharmaceutical activities in the region. The pharmacy's

significance lies in the possibility of rapid system analysis and

timely adjustment of its information activities and, as a result,

improving the quality of information services, forming loyal

visitors, and increasing competitiveness. For the population it

lies in the formation of pharmaceutical literacy, correct

conscious behavior and adherence to treatment, improving

health and improving the quality of life. The use of the research

results by regional pharmaceutical management bodies is

appropriate for the formation of directions for the development

of PhInE in the region, improving the regulatory regulation of

PhI provision, monitoring and control of information and

consulting activities of pharmacy organizations in order to

improve its quality in the region.

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013;11(140):24-29.

Safiullin RS, Shakirova DH. Quality of drug care management and

information and computer technologies. Pharmacy. 2011;5:29-30.

Baranov A. Problems with choosing an automated control system:

we take into account all nuances. Russian pharmacies.

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medicines. New pharmacy. 2015;4:45-49.

3. Garifullina GH, Muslimova NN, Providing information services in

a pharmacy. Medfarmtest Volga Region. 2012;25:5-6.

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