Interactions matter. In the pharmacy world, that phrase typically refers to drug-drug interactions, which pharmacists are constantly watching for as patients bring new prescriptions through our doors.

But I'm talking about a different kind of interaction — specifically the interaction between patients and the pharmacy personnel with whom they speak. These interactions appear to be important, too.

Retail pharmacy businesses have been on a high-volume, lower-margin trajectory for some time. Much of this has been self-inflicted as pharmacy chains, competing for consumers, have been in a race for the lowest price for many years.

In such fast-paced atmosphere, pharmacists have been forced to carefully measure out (in drops, not ounces) the amount of time they are willing and able to spend interacting with their patients picking up new prescriptions or answering questions.

It's not about caring or competence, but rather just the grim reality that every second spent at the consultation window is a second lost checking that next prescription — a prescription that just might be the one with a serious allergy contraindication or drug interaction. Every moment matters.

Given this atmosphere, do pharmacists' interactions with their patients really make a difference?

The answer has recently been provided in a J.D. Power study released Sept. 25. According to their research "Pharmacist and staff interactions with customers are increasingly important drivers of satisfaction and share of wallet for both brick-and-mortar as well as mail-order pharmacies."

Most retail pharmacists won't find these results surprising. We have known for years that in an atmosphere where patients can choose between several competing pharmacies, the little extra time spent helping your patients understand their medications and how to use them is important.

If you want to build trust, spend time with your patient. Trust isn't built on a 15-minute guarantee, it grows in the soil of quality time invested into our patients and addressing their concerns.

But many retailers don't seem to get it. Maybe they "talk" the "patient interaction" language, but the policies and practices are designed to limit pharmacist conversations with their customers. Among the lowest-ranking retailers were CVS, Giant Eagle and Walmart, who all fared below average for patient satisfaction by people polled in the study.

The results argue strongly for designing a workflow that maximizes the opportunity for pharmacists and pharmacy staff to talk to patients. Pharmacies are in a unique position to help work with patients in the areas of medication management that are most important to them.

According to the study, "Satisfaction is higher when a pharmacy and customer collaborate on a plan to help ensure that the customer does not miss a dose of their medication, particularly those with a 30-day supply." Such planning might involve refill reminder calls, reminder technology or maybe even home delivery when possible.

Patients want to be informed as well, and they apparently appreciate it when a pharmacist provides "a thorough explanation of risks and side effects of medication across multiple communication channels, both in writing and verbally." These sorts of interactions might occur at the time of dispensing, at a scheduled follow-up appointment or even over the phone.

And it isn't only the patient who wins when this happens. Among the key findings of this study was the fact that "customer interaction with a pharmacist impacts additional store purchases. Among customers who speak directly with a pharmacist in a chain drug store, 29 percent purchase an over-the-counter (OTC) medication and 59 percent purchase an additional nonpharmaceutical product to go with their prescription."

Based on these results U.S. Pharmacist reported Oct. 8 that "whatever the business model, customers are more satisfied and likely to buy more if they have interaction with pharmacists."

My own reaction to the results of this study is mixed. On the one hand, that childish and immature side of me wants to shout out "told you so!" at the top of my lungs since this is the sort of thing we've been saying for years.

On the other hand, studies like this are easy to talk about, but often difficult to put the findings into practice. It's easy to read stuff like this, shrug your shoulders and move on. Making real changes in your workplace often means doing so on your own, without corporate support, and maybe even on your own time. All progress comes with a price.

Overall, I have more faith in individual pharmacists, pharmacy techs and pharmacy support staff to take the results of studies like this and create positive change than I do in seeing sweeping corporate changes occur. Good things tend to happen one person at a time, one patient at a time and one prescription at a time.

Interactions matter. Make the most out of the next one you have.