As reported by NHS England, new ads across various platforms will encourage people to utilise high street pharmacies for treating additional conditions, part of NHS’s strategy to ease access to healthcare and free up GP appointments
From Monday, adverts started to run across on-demand TV services, radio, bus stops and billboards as well as social media, encouraging people to use their high street pharmacy for a wider range of common illnesses.
Launched at the end of January, patients can now get treatment and medicines from their local pharmacy for seven common conditions, covering sinusitis, sore throat, earache, infected insect bite, impetigo, shingles, and uncomplicated urinary tract infections.
The NHS in England has worked with pharmacies to promote the new support available for patients as part of its Help Us, Help You campaign, to raise awareness of the services, now available across the country.
The nationwide first, is part of the NHS and government primary care access recovery plan, which aims to help patients get quicker access to the care they need and will free up to 10 million GP appointments a year.
A recent Ipsos Mori study showed that the public identify pharmacies as the organisation they would be most likely to go to if they needed information or advice about a minor health condition (58%), but one in five (20%) say they do not normally contact or visit a community pharmacy.
As part of the campaign, a few pharmacy signs across the country have been temporarily rebranded to ensure patients are aware of the services on offer at their local pharmacy and include symptoms for conditions including earache and insect bites.
Dr Claire Fuller, NHS England medical director for primary care, said: “The changes that the NHS has made to community pharmacy services mean that people now have a new easy and convenient way of managing and treating many common illnesses.
“Pharmacists have always provided continuity and long-term support to patients, families, and carers – so, this is a safe and common-sense way of making the NHS easier for patients to use, and the change has been very well received by patients already, with thousands accessing treatments from their local pharmacist.
“This important campaign will help people understand the new level of support that pharmacies can offer, with skilled and highly-qualified health professionals delivering even more excellent support in local communities.”
The Prime Minister, Rishi Sunak, said: “Under our new Pharmacy First approach, it will become quicker, easier, and more convenient for people to access NHS care for seven common conditions locally.
“Importantly, it will also save people time and hassle to get the straightforward medication they need quickly, because they’ll be no need to call ahead and no need to make an appointment.
“This bold new approach will free up to 10 million GP appointments per year, helping to cut waiting lists and deliver our long-term plan for the NHS”.
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