Objective: To consider public perspectives on the use of medicines for non-medical purposes, a usage called medically-enhanced normality (MEN). Method: Examples from the literature were combined with empirical data derived from two Danish research projects: a Delphi internet study and a Telebus (telephone interview) study with a stratified random representative sample. Results: The results of these studies indicate an acceptance of medicine usage where "enhancement" strategies are part of the rationale for medicine use. These strategies include an overall desire to enhance the quality of life, eg, to optimise economic, working and family conditions. The term "doping" does not cover or explain the use of medicines as enhancement among healthy non-athletes. Conclusion: We recommend wider use of the term medically-enhanced normality as a conceptual framework for understanding and analysing perceptions of what is considered rational medicine use in contemporary society.