'What is important' is an extremely general question.
I am assuming you are offering some new kind of service for pharmacists. If so, I would start with a much more specific question related to the pain point that initially sparked your idea, and then dimensional-ize questions underneath. E.g.
- What efficiency roadblocks exist within a pharmacist's environment?
- What factors drive job satisfaction?
- What information gaps exist in the pharmacy environment?
When we study an audience, we first look at the industry and identify what is the underlying phenomenon at work. For example, in anti-aging products, the phenomenon is time and how to manipulate it. For museums, it's sacred the profane dichotomy of everyday life and how to design for a religious/trans formative experience. For automobiles, it's self-presentation, or how one wants to appear to his/her self and others. There will be some theory or framework from psychology, sociology or anthropology that is relevant to your product.
Understanding and identifying what they might be will help make your research questions that much more insightful and actionable. Otherwise you will be stuck asking surface-level questions and getting surface-level answers. True industry breakthroughs occur when there is an innate understanding of the human questions underneath the business questions.
ps. I agree with @PaulGarcia
that it's probably a little late to be asking these questions if you already have a solution built