Pharmacists are accepting an increasing role in patient care by providing a variety of pharmaceutical care services. As third party payers have been reluctant to reimburse pharmaceutical care services, pharmacists rely on out-of-pocket payment from patients. It would be beneficial to pharmacists to understand the magnitude of the amount and factors that influence patients' willingness to pay (WTP) for their services. OBJECTIVES: The objectives of this study were to 1) determine the amount of women would be willing to pay (WTP) for a consultation provided by the pharmacist, and 2) determine the relationship between WTP and "importance of resolving menopausal symptoms," "satisfaction with physician services," "patients' perceptions of pharmacists' services" and "income." METHODS: Five hundred adult women using hormone replacement therapy (HRT) to treat menopause were recruited by their pharmacists. The WTP amount was assessed for four scenarios (i.e., 50% and 100% improvement in symptoms after a half-hour initial and a half-hour follow-up visit, respectively). RESULTS: Two hundred and three patients returned the survey via mail resulting in a 41% response rate. Respondents were willing to pay $42.07±$30.27 (median=$40) and $65.60±$42.80 (median=$40) (for 50% and 100% improvement, respectively) per initial consultation; and $33.68±$26.60 (median=$20) and $51.40±$36.61 (median=$40) (50% and 100% improvement, respectively) per follow-up consultation. Regression models revealed that patients' income level and their perceptions of pharmacists' services were positively and significantly (p<.05) associated with WTP across all of the four scenarios. CONCLUSIONS: Women treated with HRT for menopausal symptoms were willing to pay for pharmacist-provided counseling services and the WTP amounts increased with more positive perceptions of these services and with higher income level. These results might be encouraging for pharmacists who are considering providing consultation services to patients experiencing menopausal symptoms.