The paper deals with improving availability and affordability of effective and safe to use medications of high-quality through effective coordination of pharmacy specialists and general public. The author identified basic components of pharmacy specialists’ communicative competence providing for effective cooperation with ordinary people. Basic personality traits are conflict tolerance, sociability and the ability to fashion his or her activity. Competence and awareness rank highest among professional strength. When assessing pharmacy specialist’s advising, respondents selected the ability to hear and listen, give professional advice, ask relevant questions. The rationale is given for psychological criteria of effective communication: rapport, kindness, sociability.