Pharmaceutical Marketing Strategies


  • Joshua M. Cariaga
  • Mharlen Aubrey P. Dulay
  • JC Zenchie N. Encarnacion
  • Mary Rose V. Ordona
  • Rizza Jean D. Ventura
  • Jervy O. Baklayan


pharmacy services, service satisfaction, business education



Throughout the pandemic, pharmacies emerged as critical service providers, requiring adaptability to meet clients' evolving demands.  This research centers on assessing client satisfaction with pharmacy services during this period.  The study aims to gain insights into the level of satisfaction among clients who engaged with pharmacists between September and November 2021.



Employing a descriptive correlation research design, the study focuses on clients who availed of pharmacy services during the designated three-month span.  Data was collected through an adopted questionnaire, meticulously adhering to research ethics protocols.  Descriptive statistics were utilized to summarize and present the gathered data, while inferential statistics provided more profound insights into relationships and patterns.


Results and Discussion

The study's findings provide a comprehensive understanding of customer satisfaction across various dimensions, shedding light on several aspects of pharmacy services during the pandemic.  Firstly, a noteworthy observation is that most respondents were in the early to middle adult age range, a demographic alignment that resonates with health guidelines during the pandemic.  This demographic trend underscores the relevance of pharmacy services among the age group that was more susceptible to health concerns.


The study's results unveil a consistent theme of high contentment with pharmacy services when examining customer satisfaction.  Respondents generally expressed positive sentiments regarding their interactions with pharmacies, suggesting that these establishments successfully met the expectations and needs of their clientele.  This high level of overall satisfaction indicates pharmacies' crucial role in ensuring accessible and effective healthcare services throughout the pandemic.


An incredibly encouraging aspect highlighted by respondents is the exemplary level of customer empathy demonstrated by the pharmacy staff.  This finding underscores the significance of interpersonal interactions and the human touch within healthcare service provision.  The praise for customer empathy reflects the dedication of pharmacy personnel and underscores the vital role they play in alleviating patients' concerns and uncertainties during challenging times.


However, it is essential to acknowledge that the "tangibility" aspect of the pharmacy services received comparatively lower scores.  This dimension relates to the physical availability and accessibility of medical supplies.  The lower scores in this area suggest that respondents encountered challenges due to limited stocks of certain medical supplies.  This finding underscores the operational hurdles that pharmacies faced during the pandemic, such as disruptions in supply chains and fluctuating demand for specific medications.  While pharmacy staff demonstrated empathy and dedication, limitations in the tangibility of the services might have led to instances of inconvenience for clients seeking particular medical products.


The combined insights from these dimensions of customer satisfaction—ranging from interpersonal interactions to the availability of tangible resources—paint a nuanced picture of pharmacy services during the pandemic.  The overall high satisfaction levels indicate the resilience and adaptability pharmacies exhibit in catering to their client's evolving needs. Furthermore, the nuanced challenges highlighted within the "tangibility" aspect underline pharmacies' complexities in maintaining seamless service delivery amid unprecedented circumstances.



Conclusion and Recommendations

In conclusion, the study's results indicate that pharmacies performed commendably in providing vital services to the public during the pandemic.  The high satisfaction levels, especially in terms of customer empathy, reflect the dedication of pharmacy personnel.  While these findings provide valuable insights, other dimensions of pharmacy services warrant exploration in future research endeavors.


The study suggests that there is scope for further investigations into various aspects of pharmacy services beyond the pandemic period.  Understanding clients' evolving needs and challenges will enhance pharmacy operations' efficacy.  Therefore, the findings commend pharmacies for their services during the pandemic and set a foundation for future research to optimize service delivery.



How to Cite

Cariaga, J. M. ., Dulay, M. A. P. ., Encarnacion, J. Z. N. ., Ordona, M. R. V. ., Ventura, R. J. D. ., & Baklayan, J. O. (2023). Pharmaceutical Marketing Strategies. Ascendens Asia Singapore – Union Christian College Philippines Journal of Multidisciplinary Research Abstracts, 5(1), 32. Retrieved from