Role of consumer attributes in predicting the impact of medicines deregulation on National Health Service prescribing in the United Kingdom

This study aimed to identify the key variables that determine consumers' preference for over-the-counter (OTC) purchase, rather than obtaining a National Health Service prescription, of a deregulated medicine. An empirical approach, using a convenience sample of 628 consumers, was taken to explore the impact of consumer characteristics and preferences on the decision to purchase rather than obtain a prescription. The study focused on four groups of deregulated medicines: intravaginal imidazoles, aciclovir cream, oral H2-antagonists and intranasal steroid sprays. A postal questionnaire, designed for self-completion, was distributed at point of sale, or dispensing, by community pharmacists. Two main groups of respondents were compared: those who had purchased OTC on this occasion and those who had obtained a product on prescription. Of the initial 23 variables included in the primary cross-tabulations, a total of 18 were statistically significant (P<0.05). A CHAID analysis identified four key factors that were found to influence respondents' decision to purchase OTC: stated preference for OTC purchase, knowledge of OTC availability, liability for prescription charges and not currently using other medicines on prescription. These key attributes should prove a valuable tool in the design of a predictive model to quantify the impact of deregulation on NHS prescribing. This model should, in turn, be a useful indicator of the likely effect on the demand for OTC sales of medicines and associated advice-giving from community pharmacists and their staff.