How to upset a complementary medicines customer

Most consumers have their mind made up before buying complementary medicines (CM) and expect pharmacists to support their decision.

That’s the finding of Australian researchers who say consumers want pharmacists to respect their personal choice.

Many source information from the internet or family and friends.

Few look for — or expect — evidence of effectiveness, with the majority relying on personal evidence or anecdotes, the researchers write in the International Journal of Pharmacy.

They want pharmacists to provide assurance

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