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Community pharmacies may need to be more proactive in promoting services to older people, according to a new study in the International Journal of Pharmacy Practice, especially as the elderly felt that independent pharmacies offer €more personalised service and advice€ than chains (reports Mark Greener).

Researchers from Scotland conducted focus groups and group interviews with 25 people over 65 years of age. Two main themes emerged: 'personal and relational factors' and 'service factors'.

For example, older people valued being known by pharmacy staff, continuity of personalised pharmaceutical care and a non-commercial approach to selling. They felt that small independent community pharmacies offered a more personalised service and advice than chains. In particular, older people found queues in large national chains off-putting.

Older people also valued the ability to build trusting relationships with pharmacists and gave several examples of personal services that they €particularly valued€, such as delivering other items with medication for people with poor mobility and making home visits to housebound patients.

Unaware of services

Nevertheless, many older people were unaware of services offered by community pharmacies. Participants valued advice about medicines and minor ailments, counter-prescribing and offering a point of contact before the GP €“ yet few had heard of the minor ailments service in Scotland, for instance.

Disruption in the supply of medicines and prescription ordering, collection and delivery presented challenges. Good communication from pharmacists helped improve older people's experience.

The study may have €planning implications for the size of future community pharmacies and the range of services provided€, say the authors, who suggest that pharmacists need to promote their services more effectively and efficiently to older patients.