Exploring the impact of entrepreneurial orientation on proposition and adoption of Cognitive Pharmacy Services in French pharmacies
Résumé
Over the past decade, French community pharmacies have diversified their offerings to include various pharmaceutical services such as cognitive pharmaceutical services (CPS), prescriptions for minor ailments, rapid diagnostic tests, and vaccination (both prescription and administration). Despite this expansion, CPS has encountered challenges in gaining traction in practice. Research by Doucette and Jumbuligam (1999) demonstrates that pharmacies characterized by high levels of Entrepreneurial Orientation (EO) are more inclined towards providing innovative pharmaceutical services. EO encompasses the processes, practices, and decision-making frameworks that facilitate market entry and reflects the managerial perspective on innovation.
Does EO positively impact the proposal and frequency of CPS provision?
Our survey, based on the EO scale developed by Doucette & Jambulingam (1999) (with a maximum score of 98), was translated by a bilingual and binational individual (FR/UK). It also includes a description of the services offered and discontinued within the pharmacy. The survey was electronically distributed to a national mailing list of registered pharmacists. Binary logistic regression and linear regression analyses, conducted using R v 4.2.1 (stats package v 4.2.1), aimed to identify contributing factors to: (i) the proposal of CPS, and (ii) the frequency of CPS provision.
A total of 199 pharmacist owners, including 56.8% (n = 113) women, participated in the survey, representing all 13 metropolitan French regions. The majority practice in neighborhood pharmacies (n = 72; 36.2%) and rural areas (n = 70; 35.2%), with an average staff size of 8.4 full-time equivalents (σ = 5.1). The average EO score is 66 out of 98 (σ = 13). Among respondents, 62.8% (n = 125) indicated proposing at least one CPS, while 25.1% (n = 50) had ceased proposing at least one. Pregnancy counseling is the most frequently proposed CPS (n = 90; 45.2%), whereas Asthma counseling was the least proposed (n = 49; 24.6%). Oral Anticoagulants counseling are the most discontinued CPS discontinuation rate (n = 80; 40.2%). The EO score significantly predicts the proposal of CPS (OR = 1.06; p < 0.001). However, factors such as team size, owner's age, and pharmacy type were not predictive. Within the EO scale, only the Proactivity subscale significantly and positively influenced CPS proposal (OR = 1.19; p < 0.05). Conversely, the EO score did not significantly predict the frequency of CPS provision.
Our survey confirms that the entrepreneurial mindset of pharmacist owners influences CPS proposal, yet proposal does not necessarily translate to implementation. This study contributes to the literature by highlighting factors beyond financing, time requirements, or eligibility criteria associated with CPS implementation. Pharmacist owners who propose CPS demonstrate greater proactivity, anticipating market conditions and seeking new opportunities. They exhibit flexibility in responding to demand. This is undoubtedly the area to investigate in order to help implementation of CPS in the pharmacy.