Johanna Timonen

Objectives This study explored from pharmacy customers’ perspective what information they receive about interchangeable medicines and generic substitution (GS) in pharmacies and from physicians, and whether there were differences in the information received concerning customer characteristics. Methods Questionnaire survey of pharmacy customers. Analytical methods: descriptive methods, Chi-square test and Fischer’s exact test. Key findings The response rate was 40.0% (n = 1043). Of respondents, 64.4% had not received information about the possibility of GS from their physician. Of respondents, 55.6% never discussed medicine prices with their physician, whereas 39.9% sometimes discussed prices. In the pharmacy, respondents reported most commonly that they were told about the possibility of substitution (79.5%), price differences (52.0%) and the option to decline the substitution (38.5%). There were differences in the issues reported in relation to customers’ education, current use of medicine, experience of GS and age. Of respondents, 89.0% considered the information received sufficient. Respondents who found the information insufficient were more frequently aged 18–34 years or had no experience of GS. Conclusions Pharmacy customers are well informed about interchangeable medicines and GS. Counselling in pharmacies focuses on those issues that are most relevant to the substitution. Some customer characteristics may affect the content of counselling. Price counselling should be provided equally to everyone. Neither the possibility of substitution nor prices are commonly discussed in the physician’s office, which emphasizes the importance of pharmacy-based counselling.