What Has the Pharmaceutical Industry Learned from COVID-19? Stories from Pharmacists and Medical Representatives
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2022
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Abstract
AI-GENERATED ABSTRACT: Abstract: This thesis focuses on the lessons learned by the pharmaceutical industry in Saudi Arabia from the COVID-19 pandemic, specifically through the perspectives of pharmacists and medical representatives (Med Reps). The pharmaceutical industry in Saudi Arabia holds significant importance as it operates within the largest economy of the Gulf Cooperation Council (GCC) and has the largest pharmaceutical market in the gulf region. The COVID-19 pandemic had a profound impact on various industries, and the pharmaceutical industry was particularly involved in combating the viral infection. This study aims to gain a deeper understanding of the pandemic's effects on the industry and its workforce by analyzing the forces that influenced it, including external factors like politics and market dynamics, as well as internal factors such as the psychological contract and ethics. The methodology employed in this thesis is qualitative, utilizing semi-structured interviews with a sample of 10 participants, consisting of 5 pharmacists and 5 Med Reps. Thematic analysis was applied to analyze the collected data. Additionally, the research involved an analysis of relevant studies from academic journals, books, and official websites like the World Health Organization (WHO) website. Key findings from the data analysis revealed nine themes. Participants expressed the desire for expanded roles for pharmacists and greater decision-making authority in drug choices. They also emphasized the need for continuous training programs for pharmacists and improved ethical guidelines for Med Reps. Furthermore, participants highlighted the importance of experienced managers in decision-making processes and advocated for the establishment of a system for pharmacy placement. The pandemic influenced the adoption of technology and digital communication in pharmaceutical companies, suggesting potential changes in training approaches for new Med Reps. Participants called for a shift in the industry's focus from profit maximization to prioritizing healthcare. Privatization was encouraged as a means to enhance the public sector and healthcare system, providing more medical facilities and options for public hospital patients. The Wasfaty system, a government initiative, emerged as a mechanism supporting privatization by enabling public hospital patients to obtain medications from private pharmacies in the country. The implications of this research indicate untapped potential for elevating the pharmacy profession in Saudi Arabia. Participants expressed a strong emphasis on prioritizing patient health and well-being, advocating for a shift away from profit-driven approaches. The pandemic introduced digitalized platforms and communication methods for Med Reps but did not lead to significant changes in the psychological contract. The study underscores the importance of considering these findings to drive positive changes in the industry. Keywords: pharmaceutical industry, Saudi Arabia, COVID-19 pandemic, pharmacists, medical representatives, qualitative study, thematic analysis, training, ethics, privatization, patient care