A Twitter analysis of World Pharmacists Day 2020 images: Sending the wrong messages

BACKGROUND: Pharmacists are often depicted as dispensers of medication as opposed to health professionals who provide patient care. Our objective was to identify how pharmacists’ roles were portrayed in images on Twitter for World Pharmacists Day (WPD) 2020. METHODS: A qualitative content analysis was undertaken to evaluate the images of pharmacists on WPD. Tweets were included that had a photo or image, used 1 of 5 WPD hashtags and were posted between September 24 and 26, 2020. Thematic analysis was performed independently by 2 investigators. Tweets were categorized into 5 groups: 1) drug distribution roles, 2) patient care roles, 3) no described roles, 4) not professional/unprofessional roles and 5) not relevant. Subgroup analysis was performed for the users who posted the tweets. RESULTS: Of the 970 tweets analyzed, only 11% of the overall tweets portrayed the patient care roles of pharmacists, whereas 51% portrayed drug distribution roles and 29% did not describe any particular roles of pharmacists. These proportions were similar between subgroups of tweeters. DISCUSSION: WPD is intended to promote and advocate for the pharmacy profession. The results of our study show poor messaging of pharmacists’ roles and reflect a missed opportunity to showcase the full scope of pharmacy practice. CONCLUSION: Based on the images tweeted on WPD 2020, the diversity of pharmacists’ practice as skilled health care practitioners was lost in a sea of tweets portraying pharmacists’ roles in drug distribution. We hope that pharmacists and pharmacy organizations will awaken to this self-induced problem for WPD 2021. Can Pharm J (Ott) 2021;154(5):xx-xx.