Еxamining of awareness, attitudes and behavioral practices of pharmacists and patients in the selection of medicines that are dispensed without a medical prescription

[S. D. Petković]

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Novi koncept lečenja koji usvajaju sve države sveta je samolečenje tj. preuzimanje odgovornosti pojedinca za sopstveno zdravlje, za stanja koja su izražena u blažem obliku ili za umanjenje manjih zdravstvenih tegoba. Samolečenje u sebi nosi brojne opasnosti po zdravlje ljudi što od njih zahteva dobru informisanost o OTC lekovima, dozi, vremenu uzimanja i nuspojavama. Zbog toga su farmaceuti u svojoj praksi usresređeni na informisanje i terapeutski savet kojim pomažu pacijentima u izboru OTC leka koji je za njih bezbedan i efikasan. Cilj istraživanja je da ukaže na probleme farmaceutske prakse u prometu OTC lekova kao i procesa samolečenja, sa aspekta zdravlja. Prema mestu susretanja farmaceuta sa reklamama OTC lekova zapazili smo da je najveći broj (72,5%) farmaceuta reklamu videlo na televiziji, 10,6%, internetu kao i da marketing predstavnika farmaceutskih kuća kod 78,8% farmaceuta ima umereni uticaj na njihov stav o preporuci i izdavanju lekova. Analiza uticaja oglašavanja OTC leka na ostvarivanje interakcije pacijent – farmaceut, ukazala je da veći uticaj oglašavanja OTC leka rezultira većom interakcijom sa pacijentima. Najčešći vid susretanja pacijenata sa reklamama OTC lekova je televizija (87,5%). Kod postojanja zdravstvenih problema 37,5% pacijenata traži savet farmaceuta, dok 26,9% kupuje lek za koji misle da će im pomoći, pri čemu više OTC leka istovremeno uzima 16,9% pacijenata, ponekad 42,5% pacijenata. Pacijenti se u velikom procentu (88,1%) pridržavaju uputstva za primenu OTC leka, dok je uticaj farmaceuta na odluku pojedinaca o kupovini OTC leka zapažena kod 65% žena i 64,9% muškaraca. Pacijenti se odlučuju često o nabavci brendiranog leka koji im savetuju članovi porodice bez konsultacija sa doktorom i to 48,8% pacijenta sa višim i visokim i 67,6% sa srednjim obrazovanjem, a 42,1% ispitanika se uglavnom pridržava preporuke za pravilno korišćenje leka. Prethodno iskustvo sa efikasnim lekovima ima značajan uticaj na ponovljenu kupovinu leka kod 56% pacijenata koji uzimaju više OTC leka istovremeno. Studija je dokaz dobre percepcije problema sa kojima se danas susreću korisnici lekova i farmaceuti na otvorenom tržištu OTC lekova, od velikog je značaja za javno zdravlje države, i zahteva precizno definisanje novih smernica farmaceutske prakse kao značajnu kariku u procesu bezbednog i efikasnog samolečenja.

A new concept of treatment adopted by all countries of the world is self-treatment, i.e. taking individual responsibility for one's own health, for conditions that are expressed in a milder form or for the reduction of minor health problems. Self-medication carries numerous risks for people's health, which requires them to be well informed about OTC drugs, dosage, time of administration and side effects. That is why pharmacists in their practice are focused on information and therapeutic advice to help patients choose an OTC drug that is safe and effective for them. The goal of the research is to point out the problems of pharmaceutical practice in the trade of OTC drugs as well as the process of self-medication, from the aspect of health. According to the place where pharmacists encountered advertisements for OTC drugs, we noticed that the largest number (72.5%) of pharmacists saw the advertisement on television, 10.6%, on the Internet, and that marketing by representatives of pharmaceutical companies had a moderate influence on their position on the recommendation and dispensing of drugs. Analysis of the impact of OTC drug advertising on patient-pharmacist interaction indicated that greater impact of OTC drug advertising results in greater interaction with patients. The most common way patients encounter OTC drug advertisements is television (87.5%). In the presence of health problems, 37.5% of patients seek the advice of a pharmacist, while 26.9% buy a drug that they think will help them, with 16.9% of patients taking multiple OTC drugs at the same time, sometimes 42.5% of patients. A large percentage (88.1%) of patients adhere to the instructions for the use of OTC drugs, while the influence of pharmacists on the decision of individuals to purchase OTC drugs was observed in 65% of women and 64.9% of men. Patients often decide to purchase a branded medicine advised by family members without consulting a doctor, namely 48.8% of patients with higher and higher education and 67.6% with secondary education, and 42.1% of respondents mostly follow the recommendations for proper use. The previous experience with effective drugs has a significant influence on the repeated purchase of the drug in 56% of patients who take several OTC drugs at the same time. The study is proof of a good perception of the problems faced today by drug users and pharmacists in the open market of OTC drugs, it is of great importance for the public health of the country, and requires the precise definition of new pharmaceutical practice guidelines as an important link in the process of safe and effective self-medication.

samolečenje, OTC lekovi, farmaceutska nega, marketing lekova

self-medication, OTC drugs, pharmaceutical care, drug marketing

615.11(043.3)

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