The adverse publicity created by Which? reports in the past should have created a catalyst for all pharmacists to review their internal processes in the delivery of medicines advice. Review this often. This should include how staff respond to requests for advice on symptoms and in response to a request for a specific medicine.

Remember that particular care needs to be taken with those medicines that have specific sales protocols. It is clearly important that all staff are trained to an appropriately high standard, but it is just as important that their knowledge and skills are kept up-to-date. Pharmacists have a professional responsibility and a duty of care to ensure that the standard and consistency of advice offered from their pharmacy is high and that their staff are competent.

This will take effort but it is well worth the investment, for you, for medicine counter assistants and, most importantly, for your customers.

References and further reading

• A test of your own medicine. Which? report. Consumers' Association. September; 2008