Medication reviews have the potential to lower the incidence of prescribing errors. To benefit from a medication review, the prescriber must adhere to medication counselling. Adherence rates vary from 39 to 100%. The aim of this study was to examine counselling-naive hospital physicians' perspectives and demands to medication counselling as well as study factors that might increase adherence to the counselling. The study was conducted as a questionnaire survey among physicians at Aarhus University Hospital, Denmark. The questionnaire was developed based on focus group interviews and literature search, and was pilot-tested among 30 physicians before being sent to 669 physicians. The questionnaire consisted of 35 items divided into four categories: attitudes (19 items), behaviours (3 items), assessment (8 items) and demographics (5 items). The response rate was 60% (400/669). Respondents were employed at psychiatric, medical or surgical departments. Eighty-five per cent of respondents agreed that patients would benefit of an extra medication review, and 72% agreed that there was a need for external medication counselling. The most important factor that could increase adherence was the clinical relevance of the counselling as 78% rated it of major importance. The most favoured method for receiving counselling was via the electronic patient record.Prescribing errors are considered a major problem in healthcare systems [1]. A review reported prescribing errors in approximately 15% of handwritten prescriptions and in 8% of electronic prescriptions [2]. One method to lower the prevalence of prescribing errors is to review the medicine charts and prescriptions. In UK hospitals, pharmacists have, since the 1980s, been reviewing medicine charts and have made recommendations to prescribers [3]. In medication reviews, there is an underlying assumption that if evidence-based medication counselling is provided, the prescriber will, in turn, implement these recommendations [4]. Adherence to pharmacists' medication counselling varies in studies between 39 and 100% [5][6][7][8][9][10][11]. Similar challenges in adherence have been noticed in, for example, geriatric consultation where recommendations are implemented in approximately half of the cases [12]. Furthermore, a review on adherence to treatment recommendations from consulting psychiatrists showed that medication advice was followed in 68-98% of cases [13].Facilitators in collaboration in medication counselling seem to be related to trustworthiness, role specification and routine face-to-face interaction [14]. Factors that seem to enhance adherence to medication counselling are as follows: feedback by personal contact, the education of the medication counselling provider, ward type and time spent at the ward [15][16][17]. Previous studies of pharmaceutical interventions have revealed that physicians are satisfied with the intervention [18,19]. All of the aforementioned studies are performed retrospectively after implementation of medication counselling or after ...