This provides a golden opportunity for pharmacists, said the two associations, because they can use their specialized knowledge and training, as well as their easy accessibility to connect with consumers and help them with compliance.

Despite most consumers believing that they are highly compliant, and 64 percent saying that they follow physician's instructions “extremely closely,” in fact, 74 percent of them, do not comply in one form or another.

The survey showed that:

Almost half (49 percent) have forgotten to take a prescription drug.

Nearly one-third (31 percent) have not filled a prescription a doctor wrote.

Almost a quarter (24 percent) have taken a lower dosage than was recommended.

More than one in 10 people (11 percent) have used an OTC medication instead of a prescription.

“These findings are very disturbing,” said Bruce Roberts, executive vice president and chief executive officer of NCPA. “They suggest that patients aren't fully aware of the implications of not taking the right dose of medicine at the right time. Medications are powerful and can be lifesaving, but when used improperly actually can harm patients.”

The economic impact of this lack of compliance is estimated at almost $100 billion annually in increased hospitalizations, doctor visits, lab tests and nursing home admissions. There may also be deaths and decreased quality of life.

It wasn't all bad news. A majority (83 percent) of survey respondants agreed that pharmacists can play a role in improving adherence by helping make sure patients take their medications correctly. More than two-thirds of the the respondents (68 percent) said pharmacists are more knowledgeable than other health care professionals concerning information about their prescription drugs; and 86 percent said they are likely to talk to their pharmacist about their medications.