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The Power of the Pharmacist
Recent research conducted by Martin Hamblin GfK in the UK shows that pharmacists exert considerable influence over the purchase of over-the-counter remedies for common ailments.
In a survey conducted amongst 1,000 consumers, the survey found that over half the UK population has asked a pharmacist for advice on a cough/cold remedy; 20% have asked for help from a pharmacist because of an eye condition or irritation and 19% have asked for help with relieving a headache or migraine.
The least likely ailments to ask for advice on are haemorrhoids (3%) and weight loss (only 2%). For almost all types of ailments, women were more likely to ask for a pharmacist's advice than men.
Other key findings included:
- Where people have asked, nearly 80% of pharmacists have recommended a particular brand of product to treat a cough, cold, flu or sore throat. Benylin was the most commonly recommended brand (15%), followed by Beechams (8%) and Boots own brand (7%).
- Nearly 1 in 5 adults has asked for advice about eye conditions or irritations. Over 50% of pharmacists recommended a brand to them, with Optrex being by far the most popular recommendation (24%). Trailing behind was Brolene with 10% and Goldeneye with 5% of mentions.
- For headaches and/or migraine relief Nurofen is most commonly mentioned as a recommendation (20%), closely followed by Migralieve with 15% of mentions. Nurofen is also the top recommended brand for relief from other pains (17%).
- 77% of pharmacists would suggest a particular brand for the solution of cold sores and/or mouth ulcers. Zovirax is the most common counsel with 29%; trailing quite a way behind with 10% were Bonjela and Blisteze.
- Pharmacists were said to most likely propose Earex (17%) for the resolution of ear infections.
- 75% of UK pharmacists would recommend a particular brand to help stop smoking, the most suggested brand is Nicorette (38%), then Nicotinelle (15%).
- For advice on diarrhoea 29% of pharmacists suggested Immodium. Boots own brand was recommended again but some way behind with only 4% of mentions.
- Senacot is the most common recommendation for relief from constipation (13%).
- Anusol is the brand suggested by 48% of pharmacists for treatment of haemorrhoids.
- The commonly recommended brand for indigestion/heartburn is Gaviscon (40%), followed by Rennie (18%).
- Fourteen percent of people have asked for advice about a skin complaint such as eczema. Almost 70% of pharmacists were said to recommend a brand, with most suggesting E45 to treat the condition (21%). For relief of hayfever or allergies 70% of pharmacists would recommend a brand, most popular being Piriton (29%) then Clarytin (10%), and again Boots own brand (5%).
The most important finding is that the pharmacist is a key influencer in the decision-making process for a consumer looking for an over-the-counter remedy to a medical problem.
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