A key factor for full successful use of the services offered in the consultation room is how they are promoted to customers. If you offer a range of services, but customers of the pharmacy are not aware of them or don’t understand what the terms mean, then uptake will be low. Taking the time to discuss what all the services are, whom the services are suitable for and how to promote them to customers is crucial.

If offering a medication review service, who are the target patients, and how are they identified in the pharmacy? Some pharmacies use bag labels to highlight who might be due a review, and team members can consider the phrases they use when discussing it with customers and word it in a way that customers understand. For example, “Here are your prescription items, Mr Jones. Our pharmacist has noticed that you are due to have a discussion with him about your medication. This takes about 20 minutes. Have you got time now or can I make an appointment for you?”

Depending on the service, there may be additional purchases that customers might be interested in, such as nicotine replacement therapy or blood pressure monitors. Having stocks of these, and keeping certain items or information about the products available in the consultation room so that they can be referred to or demonstrated, may help to give a customer an idea of what the products are and how they can be of benefit, and provide an opportunity for a sale.

If additional services are being offered, it may be appropriate to market and promote these outside the pharmacy. Consider placing adverts in local papers or posters in the GP surgery or window, or using electronic window displays. The practice leaflet for the pharmacy should be kept up to date to reflect additional services. Discussing the range of services with local healthcare professionals who might refer patients may also be helpful. If any marketing is to be done, make sure all the team are aware of what the service is, how it is booked and any associated costs so that they can answer queries.