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A cross-sector paper, 'We are primary care', published this month, urges the public and policy-makers to look beyond general practice as the only alternative to hospital care.

The paper, from Pharmacy Voice, NHS Alliance, the Optical Confederation and National Community Hearing Association, highlights the political drive to address the extreme demand and fiscal pressure on the NHS by taking care out of hospital and into the community, but argues that this can only be successful if people have a clear understanding that GPs are not always the most appropriate first contact.

It further argues that reducing demand is an imperative and that high street health specialists have a key role to play in tackling public health challenges like smoking and obesity.

The report includes new research from YouGov showing that people have little understanding of what is actually meant by 'primary care'. Some 74 per cent of people regard GP practices as providers of primary care but a relatively small percentage understand that community pharmacies (34 per cent), optometrists (31 per cent) or community hearing aid services (24 per cent) are an integral part of primary care.

Rob Darracott, chief executive, Pharmacy Voice, said: €We have to be radical in our thinking and actions if the NHS is to survive in its current form. Reducing demand is an imperative, which can really only be achieved by reaching out to people who might not want to visit their GP but who need advice and support from a healthcare professional.€

Pharmacy should be thought of as €a gateway to proactive good health, while general practice is a gateway to managing ill health,€ he said.

Dr Michael Dixon, chairman, NHS Alliance, added: €Primary care isn't, and shouldn't be, all about general practice. Rather, it should be seen as a cohesive whole, bringing together community pharmacy, community eye care and hearing services, dental practice and even providers of housing, emergency services and communities themselves alongside general practice.€