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Extracting Low-Cost Signals of Perceived Quality Control in Community Pharmacies: A Simulated Client Study of Contraceptive Dispensing in Bogotá

Author

Listed:
  • Andia, Tatiana
  • Mantilla, César
  • Morales, Álvaro
  • Rodríguez Lesmes, Paul

Abstract

Senales de bajo costo sobre las percepciones del control de calidad en farmacias: un estudio de clientes simulados para el despacho de anticonceptivos en Bogotá. Resumen: En este artículo determinamos si las farmacias en Bogotá producen senales diferenciales de calidad, y si están relacionadas con una medida de calidad objetiva: el cumplimiento de las reglas de prescripción. En este estudio descriptivo cuantitativo, utilizamos la metodología de clientes simulados (N = 298) para evaluar si las farmacias de Bogotá cumplen con las reglas de prescripción relacionadas con los medicamentos anticonceptivos. Encontramos que el uno por ciento del personal de la farmacia pidió una receta cuando se solicitaron las píldoras. El cinco por ciento del personal formuló preguntas adicionales que indican conocimiento o interés en la correcta administración de las píldoras. No encontramos diferencias por nivel socioeconómico o tipo de propiedad de la farmacia (es decir, empresa grande versus independiente) con respecto a la solicitud de recetas o preguntas adicionales sobre las píldoras. En cuanto a las senales estéticas de calidad, las farmacias independientes tenían menos probabilidades de mostrar un diploma de su químico y la probabilidad de que su personal vistiera batas blancas también era menor. Concluimos que la diferenciación de las farmacias comunitarias de Bogotá se basa en simples senales asociadas a una imagen profesional, pero no a procedimientos reales que garanticen la seguridad de los consumidores. Abstract: We determine whether community pharmacies in Bogotá produce differential quality signals, and if they are related to an objective quality measure: the compliance with prescription rules. In this quantitative descriptive study, we use the simulated client methodology (N=298) to assess whether Bogota’s community pharmacies comply with prescription rules related to contraceptive medications. We find that one per cent of the staff at the pharmacy asked for a prescription when the pills were requested. Five per cent of the staff asked additional questions that signal knowledge or interest in the correct delivery of pills. We do not find differences by socio-economic level or type of pharmacy ownership (i.e., large firm versus independent) regarding the request of prescriptions or further questions about the pills. Concerning the aesthetic signals of quality, independent pharmacies were less likely to display a diploma of their chemist, and the likelihood that their staff wore white coats was also lower. We conclude that Bogota’s community pharmacies differentiation is based on simple signals associated with a professional image, but not with actual procedures that guarantee the safety of consumers.

Suggested Citation

  • Andia, Tatiana & Mantilla, César & Morales, Álvaro & Rodríguez Lesmes, Paul, 2021. "Extracting Low-Cost Signals of Perceived Quality Control in Community Pharmacies: A Simulated Client Study of Contraceptive Dispensing in Bogotá," Revista Lecturas de Economía, Universidad de Antioquia, CIE, issue No. 96, pages 9-30, November.
  • Handle: RePEc:col:000174:020478
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    References listed on IDEAS

    as
    1. Zamora, Paula & Mantilla, César & Blanco, Mariana, 2021. "Price discrimination in informal labor markets in Bogotá: an audit experiment during the 2018 FIFA World Cup," Journal for Labour Market Research, Institut für Arbeitsmarkt- und Berufsforschung (IAB), Nürnberg [Institute for Employment Research, Nuremberg, Germany], vol. 55, pages 1-6.
    2. repec:iab:iabjlr:v:55:i::p:art.6 is not listed on IDEAS
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    More about this item

    Keywords

    farmacias; fármacos; medicamentos; clientes simulados; anticonceptivos;
    All these keywords.

    JEL classification:

    • I11 - Health, Education, and Welfare - - Health - - - Analysis of Health Care Markets
    • I15 - Health, Education, and Welfare - - Health - - - Health and Economic Development
    • I18 - Health, Education, and Welfare - - Health - - - Government Policy; Regulation; Public Health

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