Published Online: Sunday, July 1, 2007

Although many pharmacists were bracing for an adverse public response following a recent televised expos? on prescription medication errors, the fallout from the show has been minimal, said officials at the American Pharmacists Association (APhA).

"We have heard from our members that the report has not had the damaging effect that we anticipated," the group told pharmacists. "In fact, the time-honored relationships that you have built with your patients are helping to sustain the profession's reputation."

The biggest impact from the ABC "20/20" news story on prescription errors seems to have been "an increase in the number of patients actually asking for counseling about their medications," said officials from the APhA. "That's a good thing!"

To further stimulate discussions between patients and pharmacists, the APhA has scheduled an early launch for its annual American Pharmacists Month public service announcement campaign. As part of that promotion, radio messages talking about the importance of patients asking questions about their medications have been scheduled for broadcast on >2000 radio stations across the country.

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