The Pharmacist as a Businessman: Changing Market Situation
摘要
In the area of drug supply, the pharmacist is the recognised expert who reflexively checks the prescription of a treating doctor and, if necessary, intervenes in the prescription on a per-patient basis to avoid errors and complications. Pharmacists are also challenged as businesspeople and entrepreneurs but commercial and entrepreneurial skills are not among the core competences of pharmacy managers. The present research focuses on the perception of the dual function in order to determine whether pharmacists can fulfil both roles as pharmacists and entrepreneurs equally, or whether pharmacies are falling behind other competitors in the sector due to a one-sided core competence in the face of changing competitive situations and service requirements on the entrepreneurial side. With the core question “How is the task portfolio for pharmacists changing due to the internal and external requirement profiles?”, a qualitative approach based on a key question interview with pharmacy managers is used to determine how they perceive their work and environmental situation, which role dominates in the tasks and which deficits and problem areas are recognised. The results of the analysis of the interviews show that task requirements in the entrepreneurial and business management areas in particular have a massive impact on pharmacies as companies. The main result recognised is that the training structure for pharmacists massively neglects entrepreneurial aspects and that the responsible managers do not have any valid and stable instruments or management concepts in their knowledge portfolio that structure tasks in marketing, personnel management or distribution.