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The sector should get behind NHSE's initiative promoting self care in pharmacy this winter, says Day Lewis boss Kirit Patel

NHS England's 'Feeling under the weather?' campaign is encouraging the public to think of visiting their pharmacy first for all minor ailments this winter.

This does not surprise me when GPs are struggling to cope and A&E waiting times are frighteningly long. One bad winter or a flu pandemic could be the tipping point for secondary care. The Government has realised that the answer to the problem is to promote self care, and this is an ideal opportunity for pharmacy.

Over £2bn of NHS resources are spent on treating minor ailments. If pharmacy can demonstrate its worth by promoting self care, then I have no doubt that the NHS will commission minor ailments services through pharmacy to relieve pressure on GPs.

Seize the initiative

To seize upon the NHSE initiative, pharmacists need to value their knowledge and time. It's difficult when discount retailers offer generic OTC medicines so cheaply, but the advice that we can offer alongside the product is invaluable.

In recent years, pharmaceutical companies have switched numerous POMs to the Pharmacy-only category. By promoting these products, pharmacists can add value to the advice they give, but we must ensure that we upskill our counter staff to sell them.

In an era when our NHS margins are shrinking, we need to focus on driving value through the front-ofshop. My experience shows that it is often a well categorised front-of-shop, coupled with good self care advice while selling OTC medicines, that brings customers back to community pharmacies.

So I would urge everyone to help the Government educate people to think of pharmacy first this winter and for many winters to come.