Pharmacies already collect data that can be used to help them identify local needs. The basic data held in PMR systems will give a flavour of the local health needs of the population served by the pharmacy. Building on that data using other fields available in the patient record, including disease states, date of birth and so on, will allow reports to be generated that give a more accurate profile of the patients using the pharmacy. Patient surveys also provide an opportunity to collect data from patients about their unmet needs.

Looking at stock management information from the retail element of the pharmacy business provides an understanding of the needs that are being met. EPOS systems make this process simple, but this can also be achieved manually by looking at purchase and stockholding data.

The value of this collected data increases dramatically when it is all considered together. This is an activity that will require some time and solid preparation, however, and you may be feeling that you don't have the time and already have a general feel for what local people need. But ask yourself the question, 'Can I afford not to invest in understanding local needs properly?'