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It's fair to say that the OTC market is not exactly buoyant at the moment. Growth is sluggish €“ up 2.2 per cent to £2.45bn. True innovation, as opposed to endless brand extensions, seems to be in short supply and the only switches to have taken place recently have been in the wrong direction, from P to POM.

On the other side of the medicines counter, pharmacies in England wait in vain for a nationally commissioned common ailments service, the effect of which on OTC companies would be uncertain. At the same time pharmacies are getting hammered by the likes of Which? over the quality and consistency of the advice they offer.

One might even gain the impression that, at around 10 per cent of turnover in many pharmacies, some pharmacists have deprioritised the front-shop, if not given up on it entirely. This would be a massive mistake. During a period when the NHS, professional leaders and regulators are building self-care into every part of the healthcare system, pharmacy simply has to play its part in positioning OTC brands as the first line of treatment for most common ailments. Better for consumers and patients, better for the NHS, better for pharmacy.