Pharmacists may be the unsung heroes of the Over-The-Counter (OTC) medication space. More accessible than GPs or doctors, they are more and more often the first point of contact for people seeking health advice, and they’re highly trusted. In both US and the UK, consumers report placing more trust in pharmacists than in doctors.
This deep sense of trust and authority doesn’t just influence individual decisions, it also plays a significant role in shaping how OTC brands are perceived. In the stories consumers tell about their experiences, the pharmacist consistently emerges as a key figure — a reliable guide who reinforces the value of a product. So what place does the pharmacist play in the construction of the brand narrative? And how can you leverage this authoritative figure in your OTC marketing strategies?
Our own research using our proprietary System 3 narrative approach highlights the position of pharmacist or chemist in the brand narrative. When we map the personal narratives that drive purchasing decisions, the pharmacist frequently appears as a trusted voice of authority — a central figure in the decision-making journey for many consumers.
Using a System 3 Approach to Understand Consumer Behaviour
Traditional research often struggles to uncover why people make certain decisions or what they truly value in a brand. That’s because people are typically poor at recalling the reasons behind their choices or articulating what influences their perceptions. Our System 3 approach overcomes these limitations by collecting and analysing thousands of personal narratives, the stories people tell about their experiences with brands and products.
These narratives form a map that is quantitatively robust of how people connect with brands emotionally and contextually. By aggregating these stories, we create narrative threads that reveal the deeper drivers of consumer behaviour. This helps us identify what elements in a story shift someone from consideration to purchase, and where competitors can gain ground or win market share.
The table above shows insights from our System 3 research in the Cold and Flu category. One of the clearest aspects of the narrative threads across these consumer stories is the central role of pharmacies and pharmacists. These trusted environments and figures repeatedly appear in the most rewarding brand associations; indeed, they represent a major turning point in the story of the customer’s journey to purchase; yet they are often underleveraged by OTC brands.
This presents a significant opportunity. By tapping into the trusted authority of pharmacists, brands can improve their perception of brand value. This could be as simple as adjusting messaging to link the product more clearly with pharmacists, or as involved as building direct engagement programs, such as pharmacist training and support.
In the UK, pharmacists vary in their experience and confidence when it comes to diagnosing and recommending treatment for minor conditions. By providing external training and educational resources, brands can enhance the pharmacist’s perception of the product, which, in turn, influences consumer trust and purchase intent.
And pharmacists are human beings too. They respond not just to information and logical messaging, but to emotional and brand campaigns. If the pharmacist, on an intuitive level, “likes” your product and brand – they’re much more likely to recommend it.
Conversely, a pharmacist who doesn’t recommend your product represents a major barrier to purchase. Removing this barrier by getting the pharmacist onside can swing a significant block of market share from your competitors to you.
Whatever route you take — whether through messaging, partnership, or support — the local chemist plays a powerful role in the consumer psychology of OTC brands. Establish your presence early and effectively, and you may unlock meaningful competitive advantage and market growth.