Pros and cons of counselling at online-only pharmacies – a mixed methods case study.

Abstract Background:The proliferation of online-only pharmacies globally is notable, yet there remains a dearth of literature regarding the practices of counseling within these platforms. Aim: This study aims to explore the breadth, content, and various platforms utilized for counseling within an online-only pharmacy in Denmark. It further seeks to delineate the advantages and disadvantages of online counseling as perceived by the pharmacy staff. Method: Employing a mixed methods approach, the study involved quantitative data extraction utilizing a statistical tool (e-track), two days of observation of pharmacy staff, and six semi-structured interviews with pharmacy staff. Results: Analysis revealed that the majority of inquiries received by the pharmacy via email pertained to prescription medicines (52%), while chat inquiries primarily focused on "other goods and skin care" (24%). Observations indicated that inquiries across telephone, chat, and email channels predominantly related to "other goods" and "technical questions". The pharmacy demonstrated particular efficacy in counseling on discreet topics, though there was a tendency towards inadequately patient-centered written communication. Furthermore, pharmacy staff occasionally overlooked non-verbal cues in counseling interactions. Conclusion: The online-only pharmacy utilized three distinct counseling channels—telephone, chat, and email—each presenting unique advantages and challenges. Customer demographics varied, influencing the nature of counseling inquiries. Future research should explore patient experiences and preferences regarding counseling, as well as their specific informational channel preferences.