More than six out of 10 customers buying OTC medicines from pharmacies are given advice by medicines counter assistants – but concerns remain about the quality and consistency of that advice, said PM editor Richard Thomas.

Presenting the results of new research commissioned by Pharmacy Magazine,
Mr Thomas said that, on average, MCAs are asked for advice on OTC products and common conditions nearly 16 times a day. There is a direct link between training and the provision of high quality advice. Training is also an important influence on product recommendation, he said.

“The more training a pharmacy team member has, the more likely they are to make an appropriate recommendation.”

Training is most effective when it is pharmacy-based and pharmacy-led, he continued. Manufacturers should have more dialogue with pharmacy support staff over what sort of training works best for them.

Digital and online platforms for training provision are growing in popularity but most pharmacy assistants still prefer structured, paper-based learning. Nearly three-quarters of assistants believe there should be a formal requirement to complete a minimum number of hours’ ongoing training each month.