Debate rages over loyalty points issue
The Alberta College of Pharmacists could make a decision Thursday on whether to prohibit pharmacies from rewarding loyalty points with the purchase of prescription drugs.
The issue has sparked protest from larger pharmacies — who say the college should not be interfering in a retail matter — as well as patients who benefit by collecting Air Miles, Aeroplan points and other incentives.
But an online survey of 1,703 registered Alberta pharmacists and pharmacy technicians conducted by the college found overwhelming support for the proposal. Seventy per cent of those surveyed support a ban of rewards programs, and 75 per cent support the pursuit of a ban.
The matter is both a professional and an ethical one, according to the college’s registrar, Greg Eberhart. For example, it can encourage people to refill addictive painkiller prescriptions unnecessarily for the sake of stockpiling points for a free flight.
“Pharmacists are making decisions about drug therapy. It’s not the same environment that we had five or 10 years ago,” Eberhart said.
“I’ll emphasize that our interest is not around the commercial component of this but the practices of pharmacists and the new expectations and responsibilities they have. We want to make sure they are free from conflict.”
Those against the ban say it poses a threat to consumer choice, especially for those who suffer from a chronic illness.
An Air Miles Canada Facebook page has garnered more than 1,700 “likes” from Albertans who mostly believe the province’s pharmacy college should not interfere in the matter.
“What happened to open market competition and letting the consumer decide?” wrote one individual. Another Facebook user disagreed, saying pharmacies should refrain from rewarding customers for their drug purchases with points for free flights and other goods.
“Why should people be getting Air Miles for prescriptions that their insurance companies pay for? I don’t think it is appropriate to offer incentive on prescription meds.”
Shoppers Drug Mart, which grants customers Optimum Points that can be used to buy retail items in the store, said the practice actually has health benefits.
“Evidence does indicate that incentives have the potential to encourage positive health behaviours, including obtaining immunizations and health screening services,” said spokeswoman Lana Gogas.
The controversy isn’t unique to Alberta. Other provinces, such as Ontario and British Columbia, have banned or are in the process of prohibiting loyalty and reward programs associated with the sale of prescription medications.
Air Miles Canada stands to lose if pharmacies are prohibited from giving incentives. Spokesman Mitchell Merowitz said he’s mystified as to why the college is wading into the issue at all.
“What is important to note here is no one is questioning the role of the pharmacist or their professionalism,” Merowitz said. “Loyalty points are awarded after the fact — this is a matter about consumer choice and competition.”
While Eberhart acknowledges there has been negative feedback from customers, he believes that as Alberta’s health-care system evolves, pharmacists need to change their practices to reflect new responsibilities.
“Today the pharmacist is a health professional — and coincidently, the pharmacy is occasionally in a retail environment,” he said.
The college will consider feedback on Thursday, but Eberhart said the matter may not be decided in one day.