Int J Pharm Pract 2002:10:101-106
School of Pharmacy, University of Otago, New ZealandLynne Emmerton, PhD, MPS, lecturer
John Shaw, PhD, MPS, associate professor
Correspondence: Dr Emmerton, School of Pharmacy, University of Queensland,
Qld 4072, Australia
l.emmerton@pharmacy.uq.edu.au
Int J Pharm Pract 2002:10:101-6
Original Papers
The influence of pharmacy staff in non-prescription medicine sales
Lynne Emmerton and John Shaw
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.