PURPOSE: To determine the value which members of the general public place on a pharmacist-provided service to reduce the risk of experiencing a medication-related problem (MRP) and to determine the factors that have a significant influence on their willingness to pay (WTP). METHODS: A convenience sample of 502 members of the general public in Northern Ireland, UK, were interviewed face-to-face to determine their WTP for this proposed service using a contingent valuation (CV) methodology. The service was described in detail, and respondents were presented with a double-bounded discrete choice statement (split sample approach; bid vector gained from pilot work) and three alternate levels of risk reduction were presented (to test the ‘scope effect'), the nine variants of the questionnaire were administered at random. The payment vehicle was out-of-pocket payment. Additional information was collected on health status (‘use' and ‘non-use' values), perceptions of the importance of information on medicines, perceptions of the pharmacists' abilities and demographic information. A generalized estimating equation (GEE) model was fitted to estimate the effect of independent variables on a respondents' WTP. RESULTS: Respondents were more WTP when presented with bids of 5 (£sterling) ([odds ratio] OR = 13.87, 95%CI 7.24-26.3, p<0.0001) or 10 (£sterling) (OR=2.82, 95%CI 7.24-26.57, p<0.0001) compared with a bid of 20 (£sterling). Those who reported not having a chronic illness were more WTP than those who did (OR=1.51, 95%CI 1.02-2.61, p=0.03), and those who were of the opinion that the pharmacist did not spend sufficient time with them were less WTP than those with a favorable opinion (OR= 0.95, 95%CI 0.36-0.99, p=0.049). Respondents' in higher socioeconomic categories were more WTP (OR = 2.78, 95%CI 1.75-4.39, p<0.0001) than those in lower categories. In addition, those who stated a preference for a consultation lasting between 10 and 30 minutes were more WTP (OR=1.96, 95%CI 1.19-3.33, p=0.008) compared with those who stated a preference for a brief (<10 minutes) or more lengthy (>30 minutes) consultation. CONCLUSIONS: This study showed that members of the general public were WTP for a pharmacist-provided service, and that their WTP was influenced by their ability to pay, chronic illness status, cost of the service, their opinion regarding whether the pharmacist spent sufficient time with them and the proposed length of the consultation.