The Positive Impact of Proactive Counseling From Pharmacists on Commonly Used OTC Drugs

Every day, millions of consumers elect to use OTC drugs as the first line of treatment for several ailments that are amenable to self-treatment or for the prevention of mild to moderate ailments. According to the Consumer Healthcare Products Association (CHPA), more than 81% of US adults use OTC medicines as an initial treatment for common ailments such as colds, headaches, allergies, and pain. Data from CHPA indicate that more than 2.9 billion visits to retail pharmacies are made to purchase various types of OTC drugs annually.¹ Moreover, on average, US consumers make 26 pharmacy visits a year to purchase OTC products, while visiting primary health care providers only 3 times a year.² Health experts indicate that the availability of OTC products provides symptomatic relief to an estimated 60 million individuals who would not otherwise seek medical care and provides many consumers with treatment options associated with various benefits, including easy access, affordable treatments, and a diminished need for health care provider visits.¹

OTC products are commonly regarded with trust as a first‑line option for everyday health needs, and data from CHPA reveal how commonly they are used, as follows:

• 96% of US adults believe OTC products simplify the treatment of minor medical ailments.
• 93% of US adults prefer treating minor ailments with OTC products before seeking professional care.
• 85% of parents in the US opt to use OTC products for their children’s minor health issues before consulting a health care professional.
• 80% of consumers use OTC medicines to manage symptoms without consulting a clinician.
• 92% of physicians consider OTC products to be effective, and 91% believe they are safe.
• 87% of physicians view OTC medicines as an essential part of overall health care.
• 89% of consumers state OTC products are critical to their family’s health care.^1,2

A 2022 report by CHPA found that US households, on average, spend about $645 annually on OTC products, an 8% increase from 2012. These data highlight that consumers have continued to use OTC drugs for self-treating symptoms and/or conditions such as the common cold/cough, influenza, allergies, analgesics, upper gastrointestinal (GI) issues, lower GI tract issues, fungal infections, skin inflammation, smoking cessation, and sleep issues.³

Although many consumers perceive OTC drugs to be safe and effective, a substantial body of literature indicates that some consumers also underestimate the potential for adverse effects, which are often increased due to misuse, overdose, contraindications, and/or drug-drug interactions. Some studies have revealed that many patients may unintentionally misuse OTC medications frequently by using more than the recommended doses, combining products that may interact, using multiple products that contain the same active ingredient, giving pediatric patients products that are formulated for adults, or failing to adhere to recommended instructions, which may reduce effectiveness and even increase the risk of adverse effects.⁴

A recent study published in Innovation in Aging found that adults 65 years and older are the largest consumers of OTC drugs, accounting for 30% of OTC drug use despite making up 17% of the population.⁴ The researchers also noted that more than 50% of patients in this age group use an OTC drug daily or weekly. Moreover, this patient population is more susceptible to adverse effects and risks associated with OTC drugs for various age-related reasons, including changes in pharmacokinetics and pharmacodynamics, multimorbidity, polypharmacy, health condition complexity, declining cognition, and general frailty.⁴ In this study, researchers sought to measure how often older adults select or intend to use OTC medications in ways that constitute misuse and to identify the types and patterns of misuse, including (1) drug‑age, (2) drug‑drug, (3) drug‑disease, and (4) drug‑label categories. Results revealed that 79% of the 144 participants demonstrated at least 1 form of OTC medication misuse. Drug-drug and drug‑label misuse were most common, occurring exclusively in 18% and 19%, respectively.⁴ Another 38% misused products in 2 or more categories, and misuse increased further when participants described managing persistent or deteriorating symptoms.⁴

Due to their easy accessibility and drug expertise, pharmacists are well positioned to serve as valuable resources to consumers regarding the safe and effective use of OTC drugs. Moreover, proactive counseling by pharmacists on the safe selection and use of OTC medications is critical, as it helps reduce or prevent common errors and promotes proper use. Since numerous OTC products may interact with prescription treatments or exacerbate existing health issues, guided selection becomes crucial, particularly for patients with chronic conditions or those on multiple medications. Pharmacists are essential in helping individuals select suitable products, understand appropriate dosing, and identify when self-care is inappropriate and when to seek medical care, thereby ensuring safe and effective OTC drug use.

Conclusion

When used as directed, OTC medications can be safe and effective. When feasible, pharmacists should remind patients using OTC drugs to adhere to the following best practices:

• Always read labels before taking any medication to check the ingredients, dosage, warnings, and expiration dates. Reading labels also prevents therapeutic duplications, as many cold, cough, flu, allergy, and analgesic products may contain the same ingredients.
• Use measuring tools such as the calibrated syringes or dosing cups provided with most liquid medications to ensure correct dosing.
• Always use pediatric-specific formulations for children and confirm with the prescriber or a pharmacist when in doubt.
• Always check with a primary care provider if taking prescriptions or living with chronic conditions, and ask a pharmacist before adding any OTC medication.
• Keep a list of all OTC medicines, prescription drugs, dietary supplements, and herbal remedies being taken to discuss with a primary care provider.

Proactive counseling from pharmacists promotes safe OTC medication use by helping patients choose appropriate products, avoid duplicate ingredients, prevent interactions, use correct doses, select proper pediatric formulations, and know when self‑treating is appropriate or when to seek medical care.

REFERENCES

1. Value of OTC Medicines to the U.S. Healthcare System. CHPA; 2019. Accessed January 13, 2026. https://www.chpa.org/sites/default/files/media/docs/2020-10/Value-of-OTC-Medicines-to-the-US-Healthcare-System-03012019.pdf

2. Health library. OTC Health Solutions. Accessed January 5, 2026. https://www.cvs.com/bizcontent/otchs/health-library.htm

3. The Power of OTCs to Provide Consumer Value. CHPA; 2022. Accessed January 5, 2026. https://www.chpa.org/sites/default/files/media/docs/2022-11/The-Power-of-OTCs-to-Provide-Consumer-Value.pdf

4. Chladek JS, Gilson AM, Stone JA, et al. The high prevalence and complexity of over-the-counter medication misuse in older adults. Innov Aging. 2024;8(10):igae083. doi:10.1093/geroni/igae083