Factors related to pharmacists' over-the-counter recommendations.

The primary purpose of this study was to investigate influences on pharmacists' over-the-counter (OTC) recommendations. A structured survey questionnaire covering medical, social, and marketing factors related to eight OTC product categories was designed and reviewed by a jury of experts and subsequently mailed to one-half of the 1440 pharmacies in Indiana. A total of 526 pharmacists responded to the questionnaire, providing a 73.1% response rate. Findings revealed that pharmacists were most likely to make favorable OTC recommendations related to nutritional supplements and smoking cessation products. Results also indicated that medical forces were significantly more important in influencing OTC product decisions than social and marketing forces. Based on the findings in this study, pharmacists are making OTC product recommendations in accordance with their health care training and expertise.