Pharmacy has always struggled to match higher profile GPs and nurses in the publicity stakes. The 2008 white paper promised a remedy with a PR campaign for the sector. Four PCTs have been given £152,000 to pilot the initiative. Hannah Flynn checks on their progress so far

Location: Dudley PCT

The campaign: To get more 16 to 24-year-olds into pharmacies 

Budget: £40,000

How have they promoted pharmacy?

Planning social media campaign, attending social centres

Planned launch: December 2010

PCT verdict:

We have been doing some research into what barriers there are to people in the 16 to 24 age group in accessing pharmacy. We found people don’t know what is offered at pharmacies and are unsure about the level of confidentiality.

They wanted to know if speaking to a pharmacist was confidential, like speaking to a GP. We are planning four one-day communication sessions with pharmacists and counter staff to ensure young people are communicated with effectively.”

Location: Portsmouth PCT

The campaign: A Healthy Living campaign across all pharmacies

Budget: £35,000

How have they promoted pharmacy?

Advertising on buses, road show, website launch, radio advertising, interviews, in-store branding

Launch: Launched August

PCT verdict:

We wanted an overarching campaign. We have our Healthy Living pharmacies, but we want their work to have a halo effect on other pharmacies in the area. Areas of deprivation in our PCT had high numbers of people attending A&E who didn’t need to be there, and the objective of this campaign is to make people aware of the health expertise pharmacy can deliver.

Pharmacist verdict:

“We provided a pharmacist and a technician to the campaigns road show, which I think helped increase general awareness. I think the campaign may, in an indirect way, benefit us. The full impact of the PR campaign is yet to be seen, but bringing a banner to the public about pharmacy must be a positive thing.” Baldev Laly, owner of Lalys Pharmacy, Portsmouth

Location: South West Essex PCT

The campaign: The PCT aims to work with community pharmacists to reduce cardiovascular disease among disadvantaged residents

Budget: £37,000

How have they promoted pharmacy?

An integrated social marketing campaign

Planned launch: Late 2010

PCT verdict:

NHS South West Essex believes that community pharmacists can play an increasing role in improving access to health services as they are conveniently located within communities and often have extended opening hours, making it easier for workers to access this service.

After a successful pilot, involving 20 pharmacies in Basildon and Tilbury, NHS South West Essex is refining the service. The PCT worked closely with participating pharmacists to help them introduce the service, and by training counter staff. However, where pharmacists have underperformed, the testing kit will be reallocated to pharmacists in Grays, an area of high deprivation.

Location: North Yorkshire and York PCT

The campaign: The PCT plans to increase the number of 45 to 55-year-old males accessing pharmacy advice and services

Budget: £40,000

How have they promoted pharmacy?

Local newspapers and community networks and clubs

Planned launch: November 2010

PCT verdict:

“We hope this project will shed new light on the reasons why men in this age bracket don’t use community pharmacies to their fullest potential. By taking a social marketing approach to this project, we hope to uncover men’s perceptions towards community pharmacy, the barriers that prevent them using pharmacy and explore ways to remove these barriers.

Preliminary engagement with pharmacy staff in the Scarborough area has already revealed some interesting insight. One area we are planning to explore further is the role that partners play in influencing the health of men. We are also exploring aspects such as accessibility and the perception that pharmacy could be seen as a more female-friendly environment.”

Pharmacist verdict:

The campaign will help as it offers a whole package to our customers, and encourages people from all avenues of life to come in. The 45 to 55 age group traditionally under-attends and this campaign will give us another group to work with. It is incredibly satisfying as a pharmacist to be able to engage in health prevention with an individual before they come in with a health issue.

Sandra Hutchinson, Boots Pharmacy, Scarborough