Qualitative research with senior decision makers

Pharmaceutical Services Negotiating Committee

PSNC engaged Ashridge Communications to gather the perceptions and views of senior commissioning policy makers and commissioners regarding the role of community pharmacy now and in the future, how it can offer real value and become an integrated provider within primary care and, importantly, what needs to change.




Qualitative interviews with regional and national NHS Commissioners and with CCGs were conducted to:

  • Understand barriers to greater joint planning with the NHS and integration of community pharmacy into NHS primary care
  • Explore possible alternative funding arrangements
  • Explore priorities for service development

Ashridge was reappointed for further qualitative research to assist PSNC in understanding:

  • What commissioners want from community pharmacy
  • How community pharmacy can become a more integrated part of primary care services
  • What the introduction of STPs means for the commissioning of community pharmacy

We delivered three focus groups with senior leaders from CCGs in Doncaster and Rotherham, LAs in Birmingham and Coventry and STPs in Manchester, Lancashire and South Cumbria.

This was a complex and sensitive piece of work. The Ashridge Communications team showed great skill and expertise in developing the research programme to deliver the desired outcomes. In particular, they demonstrated considerable creativity in designing and running the focus group exercises, making the experience enjoyable and thought-provoking for our senior-level commissioner participants. The outputs from both pieces of research have been valuable in helping us shape our future planning.

Mike King, Head of LPC and Contractor Support