Growing numbers of people in the UK are turning to AI chatbots for health advice – although trust levels in pharmacists remain extremely high, according to a new pan-European report from STADA, parent company of Thornton & Ross.

The research showed that while many people are now attempting to self-diagnose online as they look for quicker and easier ways to access healthcare services, 94 per cent of those surveyed said they had never received poor advice from a pharmacist. 

Indeed, 44 per cent of respondents wanted pharmacists to widen the availability of existing services such as Pharmacy First as well as introduce new ones. This included the ability to book personal consultations online (40 per cent), have prescriptions delivered to their home (33 per cent); offer services such as eye and hearing tests (32 per cent); and invest in technology so customers can better understand their medications (21 per cent). 

The research found that increasing numbers of people in the UK are not just Googling their symptoms (56 per cent) but seeking health advice from social media and influencers (23 per cent). One in ten are turning to AI chatbots for self-diagnosis (10 per cent). 

However, there remains an element of mistrust in technology, with 40 per cent of respondents unconvinced that AI is a good development. Trust in conventional medicines in the UK remains high (92 per cent) compared with other countries in Europe (89 per cent).

Doctors still play a significant role in recommending OTC products for their patients, the survey found, with 68 per cent relying on their advice for such purchases. 

Nigel Stephenson, general manager at STADA, Thornton & Ross, said: “It is reassuring to see that Brits are open to involving more technology into their healthcare. However, this should not be at the expense of the NHS.

“Pharmacies are a vital resource that can support the wider health economy in the UK to improve satisfaction, preserve the NHS GP resource and ensure that as a nation we can sufficiently care for people’s health as trusted partners,” he said.

“Pharmacies are often at the heart of our communities and have the skills and resource to support the NHS in a much bigger way, which we are seeing thanks to the rollout of Pharmacy First.”