One of the consequences of the funding cut – 6 per cent now, probably more to come – is that it might cause pharmacies to refocus on the OTC side of their businesses in order to maximise much needed revenues. Most pharmacies have an approximately 90:10 split between their NHS and OTC turnover. Might this now change?

However, if the sector is to make a concerted effort to ‘own’ the self-care and wellness agenda, pharmacy teams will have to do a better job in terms of improving the quality and consistency of advice given when OTC medicines are sold. The sector has a mixed record here, if the various Which? reports of recent years are any indication.

It has been too easy in the past for the profession, albeit with some justification, to blame the methodology of the Which? research (opaque) or sample size (too small), or even accuse the publication, which lives or dies by its subscription sales after all, of being unduly sensationalist. However the sheer consistency of the message, over such a long period of time, can no longer be ignored.

At a fraught time for pharmacy, the profession can ill afford another bad report from Which? with all the negative media headlines and reputational damage that would ensue. And another investigation is due any time soon. Now would not be a good time to undermine the trust that the public has in pharmacy.

Pharmacies will continue to fall short on OTC medicines advice unless support staff are better trained. It is time to up our game.