Current status of public perception of pharmacists and strategies for improvement

Current Status of Public Perception of Pharmacists and Strategies for Improvement Background: Patient trust is necessary as the practice of pharmacy continues to grow.  Although pharmacists still remain one of the most trusted professionals, the expansion of their roles will serve to foster that trust and will ultimately increase their contribution to the healthcare field.

Purpose: To assess the public's perception, their trust of pharmacists, and shed light on how to increase that trust and achieve earned respect as vital members of the healthcare team.

Methods: Research public opinion to gain an understanding of the public's perception of pharmacists. Findings were considered for relevance and compared to current strategies to improve that perception.

Results:   In general, public's perception of pharmacists was positive.  Studies showed 73% of those polled rated pharmacists as honest and ethical, 66% felt that the services provided by a pharmacist were good or excellent, and  83% considered pharmacists to be health care professionals, similar to physicians and nurses.  Negative perceptions include a study revealing 65% of patients perceived themselves as customers not patients.   Only 27% felt a pharmacist should counsel when filling a prescription.  Barriers, particularly fear, intimidation, and lack of awareness were cited reasons for this non-communication.  Only 36% felt comfortable with a pharmacist's qualifications to give immunizations. There was statistically significant improvement in patients' perceptions of pharmacists' roles and abilities when educational intervention was employed.  Current strategies to create a positive public image of pharmacists include American Pharmacist Month and other Year-Round Health Events.

Conclusions: Pharmacists enjoy a positive perception by the public; however, there is a dearth of public knowledge that can be remedied through educational intervention and breaking communication barriers.  Current strategies should be reviewed for effectiveness regarding patient education and improving communication between pharmacist and patient.