Hoffmann-La Roche Ltd. Drug Information & Safety Department Survey of Customer Needs and Satisfaction
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009?-8615/99 Copyright Q 1999 Drug Information Association Inc.
HOFFMANN-LA ROCHE LTD. DRUG INFORMATION & SAFETY DEPARTMENT SURVEY OF CUSTOMER NEEDS AND SATISFACTION* PATRICIARAWN,BSCPHM Industrial Pharmacy Resident 19961997. Hoffmann-La Roche Ltd., Mississauga. Ontario, Canada
The purpose of this survey was to evaluate customer satisfaction with the servicesprovided by the Hoffmann-La Roche Ltd. (Roche) Drug Information and Safety Department, and to identib the department S strengths and areas for improvement. Bilingual surveys (English or French) were sent to 100 hospital pharmacists, 100 cornmunit).pharmacists, 100 physicians, and 30 drug information centers randomly selected from a list of all inquiries made between November I. 1996 and February 27, 1997. A slightly different version of the survey was sent to 125 Roche sales representatives. The response rate was 51.2%. Respondents reported a high level of overall satisfaction with Roche drug information services. In general, there was a good correlation between customer needs and customer satisfaction with the services offered. Areas of strength were identified as courtesy of personnel, accuracy, and relevance to the inquiry. The tnujor urea for improvement was found to be response time. Strategies for improvement include expanding the range of topics available through the “Fax on Demand” system, raising customer awareness of this system, streamlining the process of handling information requests, and using a drug information website with an externully accessible database to reduce the workload of the Roche Drug Information and Safety Department.
Key Words: Pharmaceutical industry; Survey; Customer satisfaction; Drug information
INTRODUCTION HOFFh4ANN-LA ROCHE LTD. is a research-based pharmaceutical company with offices in 85 countries worldwide. The Drug Information and Safety Department of its Canadian subsidiary, Roche Canada, is staffed by a director of drug information and safety, a drug information manager, three drug infor-
Reprint address: Patricia Rawn, 666 Spadina Ave. M11, Toronto ON M5S 2H8.
*Supported by the Industrial Pharmacy Residency Program at Hoffmann-La Roche Ltd. and the Drug Information and Safety Department of Hoffmann-La Roche Ltd.
mation associates, and two administrative assistants. The department is open Monday to Friday from 8 9 0 a.m. to 490 p.m. Eastern Standard Time. After-hours calls are recorded by a voice message system. The department provides bilingual service (English and French) through its offices in Mississauga and Montrkal. The Roche “Fax on Demand” service is available 24 hours per day and may be reached by calling a toll-free number. In 1996, the Roche Drug Information and Safety Department responded to approximately 7800 requests for information, most of which came from pharmacists, physicians, and Roche sales representatives. In addition to responding to inquiries from its cus-
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tomers and representatives,
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