Types of activity orientation in Polish community pharmacies

Abstract

The commercial activity of a pharmacy is an important aspect of its market operations because it directly and indirectly influences the achievement of its business goals. Due to the complexity of marketing, the authority managing the pharmacy may use marketing instruments in various ways and undertake various types of activities as part of its operations. The scope of marketing application and the types of activities undertaken require the adoption of a specific method of proceeding, oriented at maximizing the effectiveness of the variant of action. This article presents the types of activity orientation in pharmacies, i.e., entities which, according to the Polish legislator, provide pharmaceutical services under the public health system. Choosing and adopting one specific type of activity orientation will determine the scope and ways of achieving commercial and social goals. The aim of the article is to identify the type of activity orientation acceptable for a pharmacy and to indicate the dominant type of orientation on the pharmaceutical market. The implementation of the adopted assumptions was based on the survey method as well as the modified comprehension and marketing application index, the method of analysis and criticism of the literature, the method of analyzing legal acts, and the method of examining documents.