The superintendent pharmacist of LloydsPharmacy, Steve Howard, has written to The Times calling for “more clinically appropriate and accurate coverage about EHC” in the wake of last week’s row about pricing in community pharmacy.

In his letter, Mr Howard said he was concerned that readers could have been misled by an article appearing in the July 27 edition of The Times, headlined ’Boots urged to act as rival chemist cuts costs of morning after pill’.

“As healthcare professionals, our priority is to ensure that women have access to the most appropriate and effective EHC products. I believe this article missed an opportunity to explain that the cheapest products aren’t necessarily always the most appropriate. Pricing of the pill, whilst important, should be the secondary issue.

“Our most important consideration – and that for any healthcare professional – is doing what is right for the patient, regardless of price. Through a consultation with one of our pharmacists, they can offer advice and guidance that best meets the needs of the patient, which could be referral to a doctor.”

Pharmacists are also ideally placed to talk to patients about contraception and sexually
transmitted infections, both of which are important associated topics, he added.

LloydsPharmacy intends to sell the generic EHC Ezinelle from September at a retail price of £13.49.