Attitude Is Main Driver of Pharmacist Behavior Toward Self-Medication

Among a majority of community pharmacists surveyed, attitude emerged as the biggest driver of their behaviors toward self-medication consultations with patients treating minor ailments such as the cold and flu. Researchers suggest that improving motivation, consultation guidelines, and digital support tools can significantly strengthen self-medication services, according to Exploratory Research in Clinical and Social Pharmacy.¹

“Common cold and influenza remain among the most common respiratory viral infections worldwide and are major contributors to morbidity, productivity loss, and inappropriate medicine use,” wrote the authors of the study. “Community pharmacists contribute significantly to responsible self-medication by assessing symptoms, selecting suitable non-prescription medicines, providing structured counseling, and referring clients when self-care is inappropriate.”

Although knowledge remains a vital baseline, the research conducted among 221 community pharmacists found that positive internal motivation outstrips technical expertise in determining the quality of patient consultations. This behavioral lens suggests that for pharmacists to truly excel in the evolving landscape of self-care, their professional mindset and commitment to clinical engagement are more influential than the mere accumulation of pharmaceutical facts.¹

The importance of this proactive attitude is underscored by the sheer volume of patients seeking self-treatment options, with approximately 81% of adults currently using over-the-counter (OTC) medications as their first line of defense against minor ailments.²

READ MORE: Pharmacists Must Combat Misinformation to Guide OTC Self-Care | APhA 2026

WHO has recognized that self-care is the primary resource of any health care system, and pharmacists are uniquely positioned to manage this shift by helping patients make informed choices. However, the transition from being a “quality drug supplier” to a “communicator” and “health promoter” requires a shift in professional identity that goes beyond traditional academic training.^3,4

Despite the high clinical potential of the profession, many pharmacists still struggle with a “tug-of-war” between their traditional identity as medicine distributors and their evolving role as clinical practitioners. Interestingly, a pilot study indicates that 91.8% of patients already perceive community pharmacists as health care providers, and this perception significantly increases their willingness to engage in clinical services like medication therapy management (MTM) and travel vaccinations.^5,6

Yet, there is a persistent challenge in public perception; the general image of the pharmacist often remains anchored to a 1950s stereotype of a retailer or dispenser rather than a clinical consultant.⁵

This clinical gap is particularly evident in the management of common cold symptoms and pediatric care. Physicians increasingly wish patients understood that many popular remedies, such as oral phenylephrine, have been found ineffective compared with placebo in oral form.

Furthermore, with 46% of parents giving OTC cold medications to children under 5, despite safety warnings and potential adverse effects, the pharmacist’s role as an educator is paramount.^2,7

According to the American Medical Association, medical experts now advocate for simple, drug-free interventions like nasal saline and honey for children over the age of 1 year, while strictly warning against the unnecessary use of antibiotics for viral colds, a message that pharmacists are best equipped to deliver during a high-quality consultation.⁷

To bridge the gap between moderate knowledge and consistent clinical practice, the current study suggests that the industry must look toward digital decision-support tools and artificial intelligence (AI) to enhance the quality of consultations.¹

Organizations like the Middle East, North Africa, Pakistan Self Medication Industry emphasize that for the full benefits of pharmaceutical service to be realized, pharmacists must maintain a high level of professionalism and prioritize ongoing education. This aligns with the WHO’s recommendation that undergraduate curricula should be revised to prioritize behavioral sciences and communication alongside traditional pharmacology.^3,4

The data suggests that while capability and opportunity are necessary components of care, it is the pharmacist's professional motivation and positive attitude that will ultimately determine the success of responsible self-medication and the improvement of patient outcomes.^1,3

“Interventions such as structured consultation guidelines, continuous professional development, and digital decision-support systems may help pharmacists manage information and time constraints while supporting more standardized, patient-centered self-medication services,” concluded the authors of the current study.¹ “Future research should evaluate how such behavioral and technological strategies can optimize pharmacists’ contributions to responsible self-medication and primary health care delivery.”

READ MORE: OTC Resource Center

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REFERENCES

1. Yunita EP, Rahem A, Yudistira N, et al. Community pharmacists’ knowledge, attitudes, and practices toward self-medication for common cold and influenza: a COM-B model–based cross-sectional study. Explor Res Clin Soc Pharm. 2026;23:100735. https://doi.org/10.1016/j.rcsop.2026.100735

2. Nowosielski B. OTC medications for cold and flu remain cornerstone of community care. Drug Topics®. January 22, 2026. Accessed April 22, 2026. https://www.drugtopics.com/view/otc-medications-for-cold-and-flu-remain-cornerstone-of-community-care

3. The role of the pharmacist in self-care and self-medication. The University of Texas at El Paso. Accessed April 22, 2026. https://www.utep.edu/herbal-safety/herbal-facts/files/who-role-of-pharmacist-1998.pdf

4. The role of the pharmacist in self-care and self-medication. Middle East, North Africa, Pakistan Self Medication Industry. Accessed April 22, 2026. https://www.menap-smi.org/self-medication-industry/the-role-of-the-pharmacist-in-self-care-and-self-medication/

5. Al Sabban H. Public’s perception of pharmacist. J Patient Exp. 2023 Nov 13;10:23743735231211883. doi: 10.1177/23743735231211883.

6. Ekenga V, Bailey-Wheeler J, Hart T, e tal. Patients’ perception of community pharmacists as healthcare providers and willingness to participate in pharmacist services: a pilot study. J Pharm Health Serv Res. 2018 Dec;9(4):297-300. doi: 10.1111/jphs.12226.

7. Berg S. What doctors wish patients knew about which cold medicines work. AMA. February 11, 2026. Accessed April 22, 2026. https://www.ama-assn.org/public-health/population-health/what-doctors-wish-patients-knew-about-which-cold-medicines-work