Analiza odnosa uporabnikov interneta do E-lekarniških storitev

magistrska naloga

Tatjana Kogovšek Vidmar (Author), Aleš Mrhar (Mentor), Vasja Vehovar (Co-mentor)

Abstract

Razširjenost internetne tehnologije daje farmacevtom redko in pomembno priložnost premisliti in reprogramirati njihovo poslanstvo in poklicno vlogo. Internet postaja zelo uporaben medij tudi na področju zdravstva, kar se odraža v razvoju e-zdravja. Uporabniki interneta lahko non-stop dostopajo preko spleta do zdravstvenih izdelkov, zdravstvenih informacij in zdravstvenih storitev. Vsebinsko smo magistrsko nalogo umestili v širši koncept e-poslovanja in prehajanja iz klasičnega v lekarniško e-poslovanje, ki bi se moralo premakniti od e-informativnega k aktivnejšemu in za uporabnika varnejšemu komunikacijskemu in prodajno/izdajnemu načinu eposlovanja. V naši raziskavi nas je zanimalo, ali ga uporabniki interneta uporabljajo kot prvi vir za informiranje o boleznih in možnostih zdravljenja z zdravili, kakšno je njihovo poznavanje varne in pravilne uporabe zdravil in ali bi bili zainteresirani za informiranje o zdravilih in varnem zdravljenju z njimi preko uradno pooblaščene spletne strani z možnostjo dvosmerne komunikacije s farmacevtom brez komercialnih interesov. Preverjali smo tudi pogostnost obiskov in zaupanje informacijam, pridobljenih na različnih obstoječih zdravstvenih in drugih spletnih straneh, tudi na lekarniških. Zanimalo nas je, ali je zaupanje viru informacij o zdravilih tudi najpomembnejši dejavnik e-nakupa/naročila zdravil. Postavili smo šest hipotez, ki smo jih preverjali s kvantitativno raziskovalno metodo – z javno mnenjsko raziskavo, zasnovano kot kombinacijo telefonskega in spletnega anketiranja, s čimer smo pridobili statistično reprezentativno mnenje slovenske populacije uporabnikov interneta in poglobljen uvid v problematiko, saj smo lahko nazorno osvetlili razloge, motive, ovire in pomisleke laične javnosti/uporabnikov interneta. Vir podatkov so predstavljali odgovori anketirancev/uporabnikov interneta v obeh anketah. Anketiranje v telefonski in spletni anketi je potekalo približno dva meseca ( junij, julij 2008). V telefonski anketi je sodelovalo 818 respondentov, vendar smo v analizo vključili le tiste, ki so sebe opredelili kot vsaj mesečne uporabnike interneta. Takšnih je bilo 613 (75%). Spletno anketiranje je potekalo na osnovi široke promocije, odgovarjalo je 497 anketirancev, vendar smo po odstranitvi tistih, ki so odgovorili le na nekaj vprašanj, upoštevali odgovore 369. respondentov. Ugotovili smo, da uporabniki interneta dajejo prednost osebni komunikaciji z zdravnikom ali s farmacevtom pred internetnim virom informiranja. Dejstvo je namreč, da se internet sicer vse bolj uporablja, vendar je precej ovir, ki otežujejo optimalno in pravilno uporabo, predvsem pomanjkanje zaupanja v strokovnost online virov. Kljub deklarativnemu večinskemu izjavljanju anketirancev o poznavanju pravilne in varne uporabe zdravil, tudi dobre razumljivosti (ustnih/pisnih) navodil, pa smo dokazali, da obstaja večinski interes laične javnosti/uporabnikov interneta po ustanovitvi akreditirane, uradno pooblaščene spletne strani brez komercialnih interesov z možnostjo dvosmerne komunikacije s farmacevtom za informiranje o pravilni in varni uporabi zdravil. Ugotovili smo nizko stopnjo obiskanosti obstoječih lekarniških spletnih strani in trenutno edinega javno dostopnega vira o zdravilih v Sloveniji - Javne agencije za zdravila in medicinske pripomočke www. zdravila.net in hkratno veliko stopnjo zaupanja tem spletnim stranem, kar je pokazalo na velike možnosti razvoja v tej smeri. Dokazali smo tudi šibko, vendar statistično značilno povezanost med oceno nerazumljivosti navodil ter večino vidikov želje po informiranju prek pooblaščenega spletnega vira informacij s strani države brez komercialnih interesov. Ugotovili smo tudi, da imata pri odločitvi za nakup oziroma naročilo zdravila prek interneta ključno vlogo zaupanje viru ter nižja cena zdravila. Uporabnost ugotovitev je skladna s prizadevanji Evropskega farmacevtskega foruma, ki pripravlja zakonodajne osnove - Direktive, na osnovi katerih bo v prihodnje tudi v Sloveniji, ki je članica EU, potrebno pripraviti bolnikom in laični javnosti v interesu ohranjanja javnega zdravja spletne, verificirane, komercialno neodvisne informacije o zdravilih in možnostih zdravljenja z njimi.

Keywords

informacijska tehnologija;farmacija;lekarne;elektronsko komuniciranje;zdravila, oglaševanje;

Data

Language:	Slovenian
Year of publishing:	2009
Source:	Ljubljana
Typology:	2.09 - Master's Thesis
Organization:	UL FFA - Faculty of Pharmacy
Publisher:	[T. Kogovšek Vidmar]
UDC:	615:007
COBISS:	2517617
Views:	781
Downloads:	224
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Attitudes of / Slovenian / internet users towards E-pharmacy services
Secondary abstract:	The rapid expansion and penetration of Internet technology continuously forces pharmacists to rethink and redefine their mission and their role in providing meaningful service for the patients. Internet became highly usable technology in health care with the up rise of e-health phenomena, characterized by instant, non stop access to the information and services. This particular thesis are installed in a wider concept of e-business and in particular, migration from traditional (brick) towards Internet-supported (click) ways of conducting pharmacy business, often referred to as e-pharmacy. In short, while most health and drugs-related information is already accessible to some degree online, there is a growing need for trustworthy sources of information, as well as secure communication among patients and pharmacists, both providing a platform for actual online issuing, purchasing and to some extent the delivery of the drugs and services. The core of this research is to determine to what extent Internet is being used as primary source of information regarding health among end-users, followed by the exploration of the extent of understanding drug safety )among Internet users and finally, researching whether there is a need for government-regulated, certified source of trustworthy information regarding drugs and their consumption. In addition, we were exploring should such Internet service be freely available to end-users, and should it provide private and secure two-way communication among patients and pharmacists. Furthermore, we were interested in the level of trust that people have in information gathered from various existing traditional and Internet sources, and most importantly, whether the trust to the information source is also the most important predicting factor of purchase. Therefore, several hypothesis were set and analysed with quantitative research method – opinion pools among end-users, designed as a combination of telephone and Internet-based surveys, which had provided us with nation-wide (Slovenian) representative sample. Due to the complexity of research design, we were able to acquire high data resolution, as well as profound understanding of our research area, enabling us to enlighten causality, motives, barriers and doubts among the end-users, potential e-patients. The data collection took place via above mentioned telephone and web surveys, that were conducted in months of June and July 2008. The telephone survey resulted in 818 respondents, however only frequent Internet users were considered for the sample (613), i.e. using Internet at least on monthly basis. The web survey was widely promoted via Internet portals, directories and search engines, and resulted in total 497 respondents, of which 369 were taken under consideration due to the partial answers and non-responses given by the non-included respondents. The key finding is that internet users still favour personal communication with doctors and pharmacists over Internet sources of information regarding health. The lack of trust to the existing Internet sources is stated as primary reason for such attitude. Unsurprisingly, we have discovered that despite relatively good understanding of drug safety among the respondents, there is a majority demand for government-regulated, certified, freely available source of trustworthy information regarding drugs and their consumption, as well as two-way secure online communication with the pharmacist. Surprisingly, low levels of Internet traffic were detected on existing pharmacy-operated web sites, including currently the only public source on drugs in Slovenia (Agency for Medicinal Products and medical Devices of the Republic of Slovenia - www. zdravila.net). Simultaneously, the high degree of otherwise missing trust was associated with such information source, indicating a strong development potential for such service. In addition to that, statistically significant correlation was discovered between incomprehensibility of understanding patients information leaflets (PIL) or face – to face informations from doctors and pharmacists and the need for government-regulated, certified, freely available source of trustworthy information regarding drugs and their consumption. Most importantly, the research evidence clearly shows that trust to the information source and price of the drugs are key predicting factors for online purchase. The findings of our research are aligned with the efforts of European Pharmaceutical Forum to prepare the regulatory framework and directions in the name of public health, to which all EU members will have to comply, and according to which all EU members will be obliged to provide patients and general public with certified and commercially independent source of trustworthy information regarding drugs and their consumption.
Type (COBISS):	Master's thesis
Thesis comment:	Univ. Ljubljana, Fakulteta za farmacijo
Pages:	94 f.
ID:	12059901