Studying communication between community pharmacists and their customers

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Abstract
We discuss research issues within the field of pharmacist-customer communication in the light of the recently recommended extended role of the community pharmacist as a source of information about health and illness. The discussion focusses on possible ways in which the literature on doctor-patient communication might provide a useful initial framework for research into pharmacist-customer communication. We illustrate the discussion with reports of three exploratory studies, and consider the feasibility and value of carrying out further work within this framework.