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In order to fill the prescription, the pharmacist must take care to interpret the physician's prescription, which is his/her order for a drug-based treatment regimen, as one of the first steps. Pertinent patient information, if not already on file, must be added. This will include other medications currently taken, drug allergies, intolerances, medical conditions and any other information that is considered important to a successful therapeutic outcome.

The prescription is then prepared, whether it be in capsule or tablet or liquid dosage form. Even here it is important to provide a dosage form that will be compatible with the purpose and the patient. If there is a paediatric patient then a liquid or chewable tablet form might be the most appropriate. The product must be labelled with instructions that are clear and concise. Instructions that read "Take as directed" or "Use when needed" do not serve the patient well at all, even though many practitioner's make the practice of writing prescriptions with such instructions to their patients.

Finally, the patient must be properly informed on how best to derive the benefits from the medication and minimize side effects or adverse effects. If other medications are being taken concurrently, then guidelines for taking more than one medication in the course of the day and/or night have to be made clear. Side effects and adverse effects that can be expected have to be explained. What to do if these effects should express themselves must be explained. How the medication should be taken in relation to meals is also important. Whether or not exposure to sunlight is a concern or whether water consumption should be increased. These represent only a few pieces of information that might be given to the consumer before leaving the pharmacy.

Our focus then is on those "cognitive" services that enhance the effectiveness of the drug treatment whether that be a prescribed medication or one of the many over-the-counter medications used to self-medicate minor illness or injury. This can only be done through a face-to-face interaction between pharmacist and consumer. When necessary, a private consultation office is available for use. As well, videos can be viewed in-store (or borrowed for home viewing) and a certain amount of computer assisted education can also be done.

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