Int J Pharm Pract 1998;6:150-8

School of Pharmacy and Pharmaceutical Sciences, University of Manchester, Oxford Road, Manchester, England M13 9PL
Katherine Payne, MSc, MRPharmS, research associate
Bernadette M. Ryan-Woolley, MSc, research associate
Peter R. Noyce, PhD, FRPharmS, professor of pharmacy practice

Correspondence: Miss Payne kpayne@fs1.pa.man.ac.uk

Original Papers

Role of consumer attributes in predicting the impact of medicines deregulation on National Health Service prescribing in the United Kingdom

KATHERINE PAYNE, BERNADETTE M. RYAN-WOOLLEY and PETER R. NOYCE

This study aimed to identify the key variables that determine consumers' preference for over-the-counter (OTC) purchase, rather than obtaining a National Health Service prescription, of a deregulated medicine. An empirical approach, using a convenience sample of 628 consumers, was taken to explore the impact of consumer characteristics and preferences on the decision to purchase rather than obtain a prescription. The study focused on four groups of deregulated medicines: intravaginal imidazoles, aciclovir cream, oral H2-antagonists and intranasal steroid sprays. A postal questionnaire, designed for self-completion, was distributed at point of sale, or dispensing, by community pharmacists. Two main groups of respondents were compared: those who had purchased OTC on this occasion and those who had obtained a product on prescription. Of the initial 23 variables included in the primary cross-tabulations, a total of 18 were statistically significant (P<0.05). A CHAID analysis identified four key factors that were found to influence respondents' decision to purchase OTC: stated preference for OTC purchase, knowledge of OTC availability, liability for prescription charges and not currently using other medicines on prescription. These key attributes should prove a valuable tool in the design of a predictive model to quantify the impact of deregulation on NHS prescribing. This model should, in turn, be a useful indicator of the likely effect on the demand for OTC sales of medicines and associated advice-giving from community pharmacists and their staff.