Is a pharmacy student the customer or the product?

Academic entitlement and student consumerism have been described as a cause for unprofessional behavior in higher education. Colleges and schools of pharmacy may inadvertently encourage student consumerism and academic entitlement by misunderstanding who is the primary customer of pharmacy education. Pharmacy colleges and schools who view students as the primary customer can unintentionally pressure faculty members to relax expectations for professionalism and academic performance and thereby cause a general downward spiral in the quality of pharmacy graduates. In contrast, this paper argues that the primary customer of pharmacy education is the patient. Placing the patient at the center of the educational process is consistent with the concepts of pharmaceutical care, medication therapy management, the patient-centered home, and the oath of the pharmacist. Emphasizing the patient as the primary customer discourages academic entitlement and student consumerism and encourages an emphasis on learning how to serve the medication-related needs of the patient.