专业和商业沟通的结合通常非常有争议,特别是在互联网上的医疗保健通信。另一方面,持牌社区药房的网站往往很少引起争议,尽管它们通常包含有争议的临床和商业服务组合,这在专业医疗保健交流中是前所未有的。
本研究的目的是填补社区药房网站上关于临床和商业服务相结合的知识空白。
对来自英国的200个持牌社区药房网站的随机样本中提出的临床和商业服务的内容分析,荷兰,加拿大不列颠哥伦比亚省和马尼托巴省,澳大利亚新南威尔士州和西澳大利亚州进行了。
社区药房网站上提到的前五大具体服务是化妆品(126/200,63.0%),药物补充请求选项(124/200,62.0%),非处方药(115/200,57.5%),补充和替代医学(107/200,53.5%),和家庭医疗辅助设备(98/200,49.0%)。平均而言,在4个国家中,72.5%(145/200)的社区药房网站包括临床和商业服务的组合。连锁药房网站(120/147,82.8%)比单一药房网站(25/53,47%;P<.001)更经常出现临床和商业服务的组合,最常见的是在加拿大社区药房网站上,其次是澳大利亚人,英国,和荷兰药房网站,分别(P<.02)。此外,超过一半的药店主页包含临床和商业图像的组合(107/200,53.5%),几乎一半的主页菜单包含临床和商业项目(99/200,49.5%)。后者是,再次,连锁药店比单一药店网站更常见(P<.001),各国之间存在显著差异(P<0.001)。
英国持牌社区药房的网站占有相当大的份额,荷兰,加拿大,澳大利亚将临床服务与商业服务相结合。先前对商业和专业服务组合存在的研究表明,这种组合可能会导致对商业服务的兴趣增加,这可能是不必要的或不适合患者的健康。
Combinations of professional and commercial communication are typically very controversial, particularly in health care communication on the Internet. Websites of licensed community pharmacies on the other hand tend to raise remarkably little controversy, although they typically contain controversial combinations of clinical and commercial services previously unprecedented in professional health care communication.
The aim of this study was to fill the void of knowledge about the combination of clinical and commercial services presented on the websites of licensed community pharmacies.
A content analysis of clinical and commercial services presented in a random sample of 200 licensed community pharmacy websites from Great Britain, the Netherlands, the Canadian provinces British Columbia and Manitoba, and the Australian states New South Wales and Western Australia was conducted.
The top five specific services mentioned on the community pharmacy websites were cosmetic products (126/200, 63.0%), medication refill request options (124/200, 62.0%), over-the-counter medicine (115/200, 57.5%), complementary and alternative medicine (107/200, 53.5%), and home medical aids (98/200, 49.0%). On average, 72.5% (145/200) of the community pharmacy websites across the 4 countries included a combination of clinical and commercial services. A combination of clinical and commercial services was more often present on chain pharmacy websites (120/147, 82.8%) than single pharmacy websites (25/53, 47%; P<.001), and most often on the Canadian community pharmacy websites, followed by the Australian, British, and Dutch pharmacy websites, respectively (P<.02). Furthermore, more than half of the pharmacies\' homepages contained a combination of clinical and commercial images (107/200, 53.5%), and almost half of the homepage menus contained a combination of clinical and commercial items (99/200, 49.5%). The latter were, again, more common on chain pharmacy than single pharmacy websites (P<.001), with significant differences between countries (P<.001).
A considerable share of websites of licensed community pharmacies in Great Britain, the Netherlands, Canada, and Australia combine clinical services with commercial services. Previous research into the presence of a combination of commercial and professional services suggests that such a combination may lead to increased interest in commercial services that may be unnecessary or inappropriate to patients\' health.