Research showed that while pharmacists viewed themselves as accessible and open to questions, their customers didn't see them the same way. In a program directed to community pharmacists and delivered by Pfizer's Trade group, we described this research and provided guidance on how pharmacists could move beyond dispensing to become more accepted as a valued health resource. We provided a broad range of resources, including customer handouts on specific conditions, information for the staff, counter-top signage, and shelf-talkers that encouraged customers to ask their pharmacist any questions they have about their medication.