453 Why Do People Buy Prescription Medicines Online? A Qualitative Interview Study

Abstract Introduction Many people in the United Kingdom (UK) are turning to internet obtain prescription medicines. This introduces a significant public health risk and patient safety concerns, for example because is source of fake According an estimate by UK government, 1 10 bought medical product online 2021 (1). To help address this problem, it important understand why buy medicines first place. Aim qualitative study aimed identify purchase online, including their perceptions risks posed availability online. The focus was on prescription-only (POMs). Methods Semi-structured interviews were conducted with adults based who had previously purchased Purposive sampling adopted achieve diversity regarding participants’ experiences demography. using Microsoft Teams. recruitment process started April-2021 ended May-2022. continued until no new codes identified (data saturation reached). Interview transcripts analysed thematic analysis Theory Planned Behaviour (TPB) acting as framework develop coding themes (2). Results Twenty participants (12 female, 8 male) interviewed. Participant age groups 18–29 (n = 4), 30-39 40-49 5), 50-59 (n=4), ≥70 3). Participants various types POMs (e.g., antibiotics, high-risk controlled medicines). demonstrated awareness presence they understood associated them. factors that influenced grouped into advantages (Avoiding long waiting times; Bypassing gatekeepers; Medicines availability; Lower costs; Convenient process; Privacy) disadvantages (Medicines concerns; quality Higher Online payment risks; Lack accountability; Engage illegal behaviour) purchasing social influencing (Interactions healthcare providers; Other consumers’ reviews experiences; Words mouth friends; Influencers’ endorsement), barriers (General barriers; Website specific barriers) facilitators (Facilitators offered sellers medicines; Facilitators platforms; COVID-19 outbreak facilitating condition; Consumer personability) well lead consumers trust (Website features; Product appearance; Positive previous experience) Conclusion in-depth insight what could drive enable development effective evidence-based campaigns warn about buying from sources. findings also researchers design other interventions prevent A limitation although data reached, may not be generalisable study. However, TPB which informed has well-established guidelines questionnaire, future quantitative References 1. Healthcare products Regulatory Agency. Protect your when [Internet]. UK; 2022 [cited Oct 07]. Available from: https://fakemeds.campaign.gov.uk/ 2. Ajzen I. theory planned behavior. Organ Behav Hum Decis Process. 1991; 50(2):179-211.