Self-care-seeking behaviors in the community pharmacy: A cross-sectional exit survey of Australian consumers

Abstract

Objectives: To characterize over-the-counter (OTC) medicine requests of Australian pharmacy consumers, to explore the factors predicting consumer behavior, and to examine the relationship between characteristics of consumers' requests and their satisfaction with the pharmacy.

Design: Paper-based cross-sectional survey consisting of multiple choice, Likert scale, and open-ended questions.

Setting and participants: Surveys were administered in person to consumers exiting Australian community pharmacies between October 2018 and May 2019. Consumers who had purchased or requested an OTC medicine, could read and write in English, and were aged 18 years or older were eligible to participate. Data were analyzed descriptively and through logistic regression modelling.

Outcome measures: Respondent demographics, nature of the OTC request (whether direct-product, self-select, or symptom-based), reason(s) for OTC request, staff involved, and satisfaction with the visit to the pharmacy (0 = not at all satisfied, and 5 = extremely satisfied).

Results: Six-hundred and five consumers from 51 pharmacies were surveyed. Most of the pharmacies were located in metropolitan Sydney (n = 48). The respondents were predominantly female (n = 353, 58%), 20-29 years of age (n = 202, 33%), and university-educated (n = 266, 44%). Sixty-five percent of requests (n = 395) were direct-product requests or self-selected, and the remaining were symptom-based (n = 210). Most OTC medicines requested were for the respondents' own use (n = 457, 76%). One-third (n = 197) of the requests were for respiratory conditions. Prior use of the medicine and a higher level of education were significant predictors of direct-product requests (P < 0.05, R² = 0.22). The satisfaction scores ranged from 2 to 5 out of 5 (median = 5, interquartile range: 4, 5).

Conclusion: Most requests were direct-product requests. Prior use and a higher level of education predicted the decision to directly request a product. Consumer satisfaction with their experience at the pharmacy was high.