Cognitive services provided by pharmacists: is the public willing to pay for them?

The primary objective of this study was to determine if the respondents were willing to pay out-of-pocket for specific pharmacist medication therapy management services and patient education services. Secondary objectives were to determine the extent to which the respondents were willing to pay for these services based on percentage of out-of-pocket payment and to differentiate willingness to pay among demographics (age, gender, income).

A cross-sectional study.

Three cities in Florida.

Individuals volunteering to complete a survey instrument.

Participants were asked if they would be willing to pay for certain services based on the proportion of payment that would be out-of-pocket. "Willingness to pay" was measured on a five-point Likert scale. The payment scale of 0%, 20%, and 100% was used to mirror other medical and professional expenses and comparable insurance coverage for those services.

The majority of the sample population, 70%, was willing to pay 20% out-of-pocket for pharmacist cognitive services. Income and age versus willingness to pay 20% varied from 64% to 78% and 50% to 79%, respectively. Males were slightly less willing to pay 20% than females, 68% versus 71%.

Respondent's willingness to pay for pharmacist cognitive services appeared to be correlated with insurance coverage and out-of-pocket expense and inversely proportional to the amount of out-of-pocket expense to the patient. Of those willing to use pharmacist cognitive services, 47% of the sample were willing to pay 100% out-of-pocket for pharmacist cognitive services, 70% were willing to pay a copay of 20%, and 85% were willing to use these services if insurance paid 100% of the cost.