Public perceptions of remote delivery of OTC medication counselling in community pharmacies in South Korea

초록

Background In South Korea’s rapidly digitalizing healthcare environment, remote technology offers opportunities to expand community pharmacy services but also raises concerns about preserving personalized, face-to-face interactions. This study examines public perceptions of remote technology in relation to pharmacy services for OTC medications. Methods A nationwide web-based survey was conducted in August 2024 with 1,000 South Korean adults. The survey assessed the perceived importance and preferred delivery modes of six refined pharmacy service stages related to OTC medications—patient identification, health checking, medication counselling, confirmation of counselling, handling inquiries, and medication delivery. Respondents were categorized into Assertive, Passive, and None groups according to their reported communication style with pharmacists regarding OTC medications. Logistic regression was applied to identify participant characteristics associated with a preference for in-person services. Results Health checking (mean 4.04/5) and medication counselling (mean 4.08/5) were rated as the most important services, yet all six refined services showed lower levels of actual provision. Preferences for face-to-face delivery ranged from 37% for patient identification and health checking to 26% for medication delivery. Logistic regression showed that healthcare-related factors, including telemedicine experience, intention to use telemedicine, pharmacy utilization, and communication style, were strong predictors of face-to-face preference, whereas demographic factors had minimal influence. Conclusions Community pharmacy services for OTC medications are perceived as a sequence of distinct components rather than a single unified concept. Preferences for delivery highlight the importance of social interaction between pharmacists and patients.

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