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Acta Medica Medianae
Vol. 48, No1 , Januar, 2009
UDK 61
YU ISSN 0365-4478


Correspondence to:
Natasa Bakic-Miric

Department of Preclinical Subjects (English language)

Faculty of Medicine

Dr Zoran Djindjic 81

18000 Nis, Serbia

Phone: +381184226644 lok 208









Review article




Nataša Bakić-Mirić


Faculty of Medicine University of Nis, Serbia


A pharmacist in today’s world has a great responsibility – to help and educate patients about diverse ways for effective self-treatment. Whereas self-care is becoming increasingly popular among patients today the availability of over-the-counter medications makes it possible for patients to treat numerous conditions on their own but still under the supervision of a healthcare provider. During the pharmacist-patient encounter, the pharmacist’s obligation is to evaluate the patient’s medical condition, provide proper advice and counsel the patient on the proper course of treatment to be taken. Also by employing effective over the counter (OTC) counseling as the most proper means in a pharmacist/patient communication process and, accordingly, rapport building in the OTC area, the pharmacist needs to demonstrate high energy, enthusiasm, respect, empathy, know-how of sensitive intercultural issues alongside personal appearance, body language, eye contact that all together make his/her personal “signature”. Accordingly, apart from patient education, the primary objective of OTC counseling becomes to educate pharmacists on basic principles used in assisting patients in the selection of over-the-counter (OTC) products, provide examples of proper communication techniques for effective patient counseling concerning the OTC products (i.e. dosage, administration technique, storage, food and beverage interaction, monitoring etc) where the pharmacist plays the key role in helping patients maximize their pharmaceutical care. Acta Medica Medianae 2009;48(1):41-45.


Key words: pharmacist, patient, self-care, over the counter counseling, communication, OTC products