The influence of pharmacy staff in non-prescription medicine sales

Abstract

Abstract Objective To monitor sales of non-prescription medicines from pharmacies in New Zealand, and report specifically on the involvement and influence of pharmacy staff. Method Purchasers of non-prescription medicines were interviewed in-store immediately following their purchase. A brief structured questionnaire was used to record current and previous medicine purchases, influences on first-time purchases and demographic descriptors. Non-intrusive observational data were collected where possible in the case of non-response. Setting Data were collected in 12 pharmacies in New Zealand during winter 1999. Pharmacies were selected to approximate the population distribution, and had a range of sizes and practice settings. Interviews took place over five consecutive days in each pharmacy. Key findings The recorded purchases totalled 2,597 (69–397 per pharmacy), representing 71.2 per cent of observed medicine sales. Some two-thirds of all medicines had been purchased on a previous occasion. In two-thirds of sales, pharmacy assistants provided consultation with no pharmacist input. Two-thirds of purchases were for a pre-determined brand, and consultation occurred less frequently when these were self-selected from the shelf. Involvement by pharmacy staff was particularly noted when a change of brand occurred, when a desired brand was sought from staff, and when no particular brand was sought. For first-time purchases, the influence of pharmacy staff (62.2 per cent of all influences recorded) dominated that of family and friends (15.5 per cent). Conclusion Pharmacy staff play an active role in non-prescription medicine sales, despite most purchases apparently being straightforward in nature. Guidelines for appropriate product selection and advice are particularly important when training pharmacy assistants.