Go to the health center or go to the drug store? Pharmacy offices as a primary care resource

To find what the pharmacy office represents socially to the population that uses it most. Qualitative study. Analysis of the contents of two discussion groups. Women from 30 to 60 years old, urban residents of the Community of Madrid. The pharmacy offices were identified by the user as a primary care resource which was accessible--both because of its closeness and opening hours--and trustworthy. They provided health care support for treating minor ailments ("assisted self-medication") and also advised on medical technicalities and use of medication. Users with potentially serious clinical pictures were referred from the pharmacy to the doctor. The images associated with "going to the doctor" lacked the nearness and familiarity of "dropping round to the pharmacy". Integrating pharmacy office pharmacists into a general primary care framework would improve the health of the general population.