Aim: To analyze the main problems and to define the possible prospects of optimization of the function of pharmaceutical consultation in the drugstores. Materials and methods: Questioning of visitors of the pharmaceutical organizations of Khabarovsk. After selection, 432 questionnaires were made. Spearman's rank correlation coefficient of answers of respondents was calculated with their characteristics of age and sex. Results. Pharmaceutical consultations were popular functions for visitors to drugstores, and since March 1, 2017, they have become an integral part of the retail of drugs. According to the results of the research, most of the visitors of the pharmaceutical organizations, which were taking part in the questioning, have been completely satisfied with the rendered service and considered the qualification of the expert enough for carrying out pharmaceutical consultation. Most of the Respondents were often interested in information on the application of therapeutic classes of nonprescription drugs such as nonsteroidal anti-inflammatory, antiviral, and vitamins. Concerning prescription drugs, the greatest need for consultation was observed in a group of cardiovascular medicines. The most widespread questions of visitors of the pharmaceutical organizations were concerned at data on the existence of analogs, indications to the application, and dosage and schemes of application of drugs. The main difficulties in the process of pharmaceutical consultation, according to the poll of patients, were deficient in the assortment, employment of the employee of a drugstore, complexity of the applied terminology, and inability of the expert to ask the specifying questions. At the same time, most of the visitors had no idea of the modern understanding of the standardized pharmaceutical service and were represented generally by traditional ideas of the process of the address to specialists of drugstores. Conclusion: Standardization of pharmaceutical consultation and systematic professional development of employees of drugstores is rational not only concerning organizational requirements and pharmacological aspects of application of drugs but also in the field of improvement of communications with visitors of the pharmaceutical organizations. The optimization of the process of implementation of professional pharmaceutical consultation is necessary. An important component of the consultation is the recommendation of the visit of the doctor.