Summary The clinical roles of non-physician providers of health care in rural environments are of particular interest due to the maldistribution of health care resources, particularly physicians, in the U.S.A. The results of a demonstration study with the aim of focusing on the determination of a clinical role model for the rural pharmacist are reported. Four types of rural practice settings were investigated, and twelve clinical pharmacy residents (Pharm Ds) provided services on a rotational basis. The four community sites demonstrated considerable differential need and demand for clinical pharmacy services. Virtually all persons contacted during the course of the project found the clinical pharmacy resident to be a valuable addition to rural health care. Success in outpatient counselling was less than expected, suggesting possible role constraints for rural clinical pharmacists. Clinical pharmacy residents often found rural practice roles undesirable for many of the same reasons that physicians are reluctant to practice in rural areas. The methodolody employed in planning, design, implementation and control in the provision of clinical pharmacy services in a rural environment are also described in detail.