Online pharmacies represent an increasingly important part of pharmaceutical counselling, as they allow users discreet access to professional information about medicines without the need to visit a physical pharmacy. The aim of this study was to systematically assess the quality of online pharmaceutical counselling provided by Slovenian online pharmacies and to determine the extent to which their responses are professionally accurate, structurally appropriate, and timely.
We used the simulated patient method and developed nine case scenarios. The pharmacies’ responses were analysed using a pre‑prepared scoring tool that covered several quality dimensions, including professional accuracy, structural appropriateness, and responsiveness. Seventeen pharmacies from various geographical regions responded to the submitted cases, including both public and private pharmacies.
The results showed that most pharmacies demonstrated very good responsiveness, as the majority replied within the shortest expected time frame. However, notable differences emerged in the quality of the content provided. Some pharmacies offered precise, professionally substantiated, and clearly structured explanations, while others were less comprehensive, and in some cases key warnings or follow‑up questions, necessary for safer and more personalised counselling, were missing. It was also observed that pharmacies located in larger urban areas often provided higher‑rated responses, likely due to a greater number of staff and better organisational structure.
The findings highlight the need for standardised communication procedures and regular professional training, which would improve the transparency and reliability of online counselling. Online pharmaceutical counselling presents an opportunity to enhance the accessibility and quality of pharmaceutical services, but it requires clear guidelines and further research to enable a more comprehensive understanding of its effectiveness and safety.
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