Automated or robotic medication dispensing devices represent an innovative pharmaceutical technology that has the potential to streamline dispensing activities in a pharmacy, reduce operating costs, and foster accountability and quality improvements in pharmacy services (American Society of Consultant Pharmacists, 1998; Murray, 2004). The product to be marketed to retail chain pharmacies is an automated medication dispensing device which provides information support aimed at enhancing patient safety using machine-readable code for medication dispensing and administration (Murray, 2004). Such systems, according to Lockwood (2002), provide manual filling with the benefits of automated computer checks and new safety features.
Product: The product is an advanced dispensing system known as the McLaughlin dispensing system whose primary competitors are the Baxter ATC-212 dispensing system and the Pyxis Medstation Rx (Injuryboard.com, 2001). The target market consists of single-store and retail chain pharmacies as well as hospital or clinic based pharmacies. Each of these audiences are described by LeClaire (2004) as beginning to respond to robotics in a quest for accountability, cost reduction, and the streamlining of operations.
Price: The product costs $14.25 per hour to run, resulting in lower costs to pharmacies than the cost associated with staffing (Lockwood, 2002). The price for the product is compatible with its competitors and the system is capable of interfacing with other automated systems. Generally, a workstation holding 270 different medications will cost less than $500 per month (Med-Dispense, 2004).
Place: Advertising for this product is best placed in those professional journals or trade publications serving the pharmacy, hospital, and nursing home sectors. Direct mail and Internet advertisements targeting pharmacists and pharmacy administrators are also viable advertising and marketing
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