The information required to help you identify local needs is generally freely available and is probably information to which you currently have access. Aggregating information from various sources is most helpful. Understanding what is being provided locally will help you to identify what isn't being provided and consequently what is needed.

Population profiling

Understanding the profile of your local population will give clear markers to the expected needs of that population. Important factors include:

• Age €“ The age profile of the population will affect the services required. Elderly people will have a high medicine usage, issues with polypharmacy, access issues, compliance issues and requirements for compliance aids. An area with a much higher profile of young families will require more services focused on children's health. A population base around a university may need more sexual health services and programmes, such as Chlamydia testing and treatment, may be successful
• Ethnic origin €“ The ethnic mix of the local population will dictate the need for patient information to be provided in a range of languages and the need to focus services on conditions that are predisposed in certain ethnic groups. For example, high cholesterol and diabetes are much more prevalent in communities originating from South Asia
• Social class €“ A range of illnesses are more prevalent in lower socio-economic groups. People in lower socio-economic groups are also more likely to exhibit behaviour that is linked to negative health outcomes, such as an increased prevalence of smoking, reduced levels of exercise and a poorer diet
• Disability groups €“ A higher proportion of people with physical disabilities than the norm may be linked with an elderly population and both groups need good access to the pharmacy. Sensory disabilities such as blindness and deafness are often overlooked. Installing a hearing aid loop is not the only way of helping people with a hearing impairment. Having staff in the pharmacy who are familiar with sign language may be important if your customer profile includes a number of people with hearing difficulties. Likewise, clearing clutter from counter risers, having patient leaflets in large print and helpful, aware staff, is important if some customers are those who are visually impaired
• Localities €“ Understanding whether your patient profile uses your pharmacy because it is convenient for the surgery, their home, or even convenient for their work is important in structuring the value-added elements you might attach to your dispensing service.