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Consumer expectations compared to the reported use of pharmacy services in rural areas.

Selected households in three northern Mississippi counties were surveyed to assess their primary medical care needs. Consumers' expectations concerning pharmaceutical services were analyzed. The results indicate that the surveyed population expects comprehensive pharmaceutical services. Patient profiles were the most desired service. Consumers were least interested in pharmacist counseling on health matters unrelated to drugs. Most services, however, are sought and/or delivered less frequently than expected. Pharmacists need to make consumers aware of available services.