(ID: 157) Pharmacist personas: an innovative tool to support learning and enable career development in the evolving pharmacy practice
J Shields, Imelda McDermott, N Tse, Ellen Ingrid Schafheutle, Paula Higginson, Matthew Shaw · International Journal of Pharmacy Practice · 2025
Abstract Introduction The pharmacy profession in UK is undergoing significant changes. From 2026 all newly qualified pharmacists will register as independent prescribers. Already, pharmacists are using their clinical knowledge to deliver more patient-centred care as part of multidisciplinary teams [2]. The chronic staff shortages and growing waiting lists in the NHS mean that to relieve pressure in the health system, the pharmacist’s role needs to evolve and expand. The transformation in pharmacy relies on a suitably trained and motivated workforce. However, the current educational landscape is complex and hard to navigate [1]. Aim Our project sets out to develop pharmacist personas as an innovative and interactive learning tool that can be used by pharmacists to navigate complex learning and professional development from newly qualified to advanced and consultant practice. The aim of this abstract is to present preliminary insights from the survey. Methodology Our study adopted a five-step approach to create evidence-based pharmacist personas [3]. In Stage 1 we reviewed the literature to establish relevant context and methodologies. During Stage 2 we carried out a cross-sectional online survey (n ~16,273), distributed via CPPE, using demographic and psychographic questions. Analysed responses using SPSS and Leximancer software will contribute to developing archetypes that represent different groups of pharmacists. Stage 3 involves narrative interviews (n~10–20) to delve deeper into individual experiences across these groups. Stage 4 will analyse the data thematically paying close attention to life story narrative and identity and will enable us to transform archetypes into more refined personas. Stage 5 will evaluate personas using participatory tool Ketso at stakeholder events with pharmacists (n~10), supervisors, training leads (n~10), and policymakers and regulators (n~10). This study gained ethical approval from the University of Manchester Proportionate University Research Ethics Committee. Results Preliminary survey analysis (stage 2) (n = 223, ~1.43%) shows 76% of respondents were female, 17% male, and one self-identified as non-binary. The sectors in which participants currently practise were primary care (30%), community pharmacy (25%) closely followed by secondary care (24%) with other sectors making 19% of all responses; only 2% worked in pharmaceutical industry. The preliminary analysis of responses on motivation and goals, revealed that factors which were most important to respondents’ career were: working conditions (42%), salary (31%), hours of work (28%) closely followed by domestic personal circumstances (27%). Career and promotion prospects (21%) also rated high. Themes from the preliminary analysis of career goals related to extrinsic factors (work conditions, training, service, role/function) as well as intrinsic factors (attitude, personality, experience). The sub-themes under the latter included indecisiveness, entrepreneurship, determination, fulfilment and sense of achievement. Discussion Preliminary findings from stage 2 suggest that pharmacists across the sectors are motivated by common concerns relating to pay and working conditions. The study highlights the importance of extrinsic and intrinsic factors in shaping pharmacists’ career aspirations. Further analysis of emergent themes will allow us to distinguish between the different groups within and across the sectors.