In high-volume retail pharmacy environments, where speed and accuracy are critical, medication dispensing errors remain a persistent challenge. Traditional safety systems—centered on barcode verification, electronic prescribing, and visual alerts—have significantly improved structural accuracy, but they often overlook a crucial factor: human cognitive limitations. Pharmacists frequently operate under intense time pressure, juggling interruptions and multitasking demands, which can lead to alert fatigue and reduced attentional performance. Addressing this gap, Phani Kumar Bhagavatula’s research introduces a novel approach—integrating haptic feedback into pharmacy point-of-sale (POS) systems—to enhance human–technology interaction and improve medication safety through cognitively aligned design.
Q&A with Phani Kumar Bhagavatula
Q: Your research focuses on a unique aspect of pharmacy systems. What inspired this direction?
Phani Kumar Bhagavatula: Much of the existing work in pharmacy informatics focuses on improving system accuracy through automation—things like barcode scanning and electronic prescriptions. While these are important, they assume that increasing alerts and visual confirmations will automatically improve safety. In reality, pharmacists are already dealing with cognitive overload. I wanted to explore whether redesigning how information is delivered—rather than just adding more of it—could lead to better outcomes.
Q: You emphasize haptic feedback. What makes this approach different?
Phani: The key difference is the shift from a unimodal to a multimodal interaction model. Current systems rely heavily on visual and auditory cues, which can become overwhelming. By introducing tactile feedback—simple touch-based confirmation signals—we distribute information across sensory channels. This reduces reliance on visual attention and helps pharmacists process verification tasks more efficiently, especially in high-pressure environments.
Q: How does your system work within real pharmacy workflows?
Phani: One of the strengths of this research is that it’s grounded in real-world retail pharmacy operations. These environments are complex, with constant interruptions and high transaction volumes. I mapped actual workflow patterns and designed the system to integrate seamlessly into existing POS infrastructures. The goal was not to disrupt workflows but to enhance them through subtle, intuitive feedback mechanisms.
Q: What kind of impact did you observe from this multimodal system?
Phani: We evaluated the system using a combination of performance and cognitive metrics. There was a measurable reduction in dispensing errors and faster verification times. More importantly, we saw a decrease in cognitive workload, measured using tools like NASA-TLX. Another significant finding was an increase in near-miss detection, which indicates improved situational awareness—pharmacists were better able to catch potential errors before they occurred.
Q: Many systems already use alerts to improve safety. How does your approach challenge this model?
Phani: Traditional systems assume that more alerts equal better safety. But in practice, this often leads to alert fatigue, where users start ignoring warnings. My research challenges that assumption by showing that redistributing information—rather than increasing it—can be more effective. Haptic feedback provides confirmation without adding to visual clutter, making it a practical alternative to alert-heavy systems.
Q: Beyond pharmacy systems, do you see broader applications for your work?
Phani: Absolutely. The principles behind this research—multimodal interaction and cognitive alignment—are applicable to many safety-critical domains. This includes hospital systems, aviation, manufacturing, and even financial transaction platforms. Anywhere human verification plays a critical role, reducing cognitive load while improving attention can have a meaningful impact.
Q: What makes your contribution stand out in the field of pharmacy informatics?
Phani: I think it’s the focus on human-centered design. Instead of relying solely on automation, this work looks at how humans interact with systems under real conditions. It bridges human factors engineering with pharmacy practice and introduces a new way of thinking about safety—not just as a system property, but as a product of human–technology interaction.
Q: How has your work been received in academic and professional circles?
Phani: There’s growing recognition of the need for more human-centered approaches in healthcare technology. My work aligns with that shift. It has sparked interest among researchers and practitioners, particularly because it offers a practical, scalable solution that can be integrated into existing systems without major redesign.
Q: What do you see as the future of medication safety systems?
Phani: The future lies in designing systems that align with human cognition rather than working against it. Multimodal interaction—combining visual, auditory, and tactile feedback—will play a key role. We need to move away from alert-heavy designs and toward systems that support attention, reduce workload, and enhance perception in a natural and intuitive way.
Through his research, Phani Kumar Bhagavatula is helping redefine how safety is approached in pharmacy systems—shifting the focus from automation alone to a more balanced, human-centered model. By integrating tactile feedback into everyday workflows, his work opens the door to a new generation of cognitively aligned healthcare technologies.
Anthony Jones is a freelance writer with over 15 years of experience writing about health supplements for various health and fitness magazines. He also owns a health supplements store in Topeka, Kansas. Anthony earned his health and science degree at Duke University, where he studied the effects of exercise and nutrition on human physiology.
