The following is a suggested four-step approach:

Step 1 €“ Ask questions: to find out more about the patient and their symptoms.

Step 2 €“ Referral: are the symptoms such that they indicate a more serious condition? Does the patient's general appearance or demeanour give cause for concern? Should the person be referred onwards for further appraisal? This was a key area highlighted in the Which? report. It is critical that medicine counter assistants in particular are effectively triaging through a structured questioning approach, such as 'WWHAM' (Who is it for? What are the symptoms? How long have they had them? Actions taken so far? Medication they are already taking?), and referring to the pharmacist appropriately.

Step 3 €“ Treatment: the selection of an appropriate medicine, selling a specifically requested medicine appropriately or simply giving the patient some healthcare advice.

Step 4 €“ Outcome: tell the patient what to do if the symptoms don't improve and give them some expectation about the course of action you have suggested.

We will look at the first of these four steps in more detail: