Consumer preferences for pharmacist- and GP-led diagnostic and prescribing professional services: a discrete choice experiment in Australia

OBJECTIVES: Given the increasing demand for primary healthcare services and the importance of understanding consumer perceptions and preferences for who delivers those services, our study aimed to elicit relative, value-based consumer preferences for community pharmacist-led prescribing services, their willingness-to-pay and trade-offs, and compare these to a similar general practitioner (GP)-led service. METHODS: A discrete choice experiments survey was conducted with Australian consumers on the management of hypertension. Participants considered a series of hypothetical choices and selected between pharmacist- and GP-led services based on six attributes: provider type, relationship with the provider, consultation time, cost, service availability, and travel time. A conditional logit model was used to analyse consumer preferences. KEY FINDINGS: Surveys were completed by 803 participants. Consumers placed the greatest value on services delivered by a GP or a pharmacist with prescribing rights similar to GPs. Respondents also discriminated between services based on cost, having same-day availability, and being provided by someone they know. CONCLUSIONS: Pharmacist prescribing services are likely to contribute to meeting healthcare demands. Services tailored to meet consumer preferences can increase uptake. Therefore, services should be designed to lower consumers' out-of-pocket expenses, provide early and flexible appointment times, and enhance consumer-provider rapport.