Drug counseling for herbal medicines: patients' perspectives on the professional performance of pharmacists in urban pharmacies.

Background: The misuse of medications, including herbal medicines, is a significant public health concern. Providing effective drug counseling in pharmacies can play a crucial role in promoting the appropriate use of herbal medicines.

Objectives: This study aims to explore patients' perspectives on herbal medicine products and the quality of drug counseling they receive during their visits to urban pharmacies in Shiraz, IR Iran.

Methods: This mixed-method study was conducted in two phases in 2021: an initial qualitative (exploratory) phase (Phase I), followed by a descriptive-analytical and cross-sectional phase using a researcher-developed questionnaire (Phase II). A total of 204 participants were selected through convenient cluster sampling. Data analysis was performed using SPSS 21.

Results: Of 204 participants, 65.7% had purchased herbal medicines without a prescription, and 75.5% had never contacted a pharmacy for herbal counseling. While 71.6% were willing to recommend herbal products to others, only 24.5% had received guidance from pharmacists. Herbal products were commonly perceived as more affordable and safer than synthetic drugs, though counseling was inconsistent. Qualitative analysis identified key challenges, including public misconceptions about safety, frequent self-medication, limited pharmacist training, outdated academic content, and lack of reliable information sources. However, opportunities such as growing public demand, positive pharmacist attitudes, and cultural acceptance were also reported.

Conclusions: Despite increasing use of herbal medicines, gaps remain in public awareness and pharmacy counseling services. Targeted educational interventions are needed to improve pharmacists' knowledge and communication skills. Enhancing access to validated drug information and integrating personalized counseling approaches could promote safer and more rational use of herbal therapies in community settings.