New to Rx, New to Pharmacies - January 08

Pharmacies signify ideal venue for pharmaceutical industry to reach patients with healthcare advice and information.

The introduction of the new pharmacy contract in 2006 has encouraged pharmacists to promote healthcare advice, healthy living and signposting to their customers. However, pharmacists have found it difficult and time consuming to source appropriate healthcare leaflets that fulfil elements demanded under the essential service criteria of the contract.

In response, Waiting Room Information Services (WIS), the company best know for its presence in 6000 GP surgeries in the UK, has developed Help2Health (H2H) to enable pharmacies to promote healthcare issues.

H2H consists of a floor standing, rotating leaflet display stand, stocked with leaflets supplied to WIS by the pharmaceutical industry, government and charities.

According to Sarah O’Reilly, Help2Health Project Manager, a number of challenges needed to be overcome. The display stand and contents had to maximise the use of retail space, contain a large variety of healthcare leaflets, be visually attractive due to the retail environment in which they were placed, and clearly display its contents so pharmacy customers would read and take the information.

After two years in the planning a pilot scheme was launched in a number of UK pharmacies, and market research undertaken.

“The results surpassed our very best expectations,” says Sarah O’Reilly. “Patients took leaflets in huge quantities, discussed their concerns with pharmacists, even on sensitive issues and pharmacists were able to direct customers to the display when specific questions were raised.”

“Unsurprisingly as H2H fulfils three key elements of the pharmacy contract’s essential service criteria, is free of charge to pharmacists and does not require their input so saving them valuable time, it was very well received. Add to the fact that 23% of pharmacists said the service opened up the opportunity for a Medicines Use Review and freed up at least one square meter of valuable retail space, previously taken up by leaflets held in wall mounted dispensers, it is clear to see why all pilot pharmacies asked to retain the service post trial.

“News of the pilot has leaked out, resulting in Help2Health being approached by several major pharmacy chains, which is very encouraging” says Sarah. “With the results of the pilot and reactions of the pharmacists, pharmacy chains and customers, the decision has been taken to launch the service nationwide in 2008. The investment to launch Help2Health nationally represents the largest investment W.I.S has ever taken and reflects the confidence felt in its future success and popularity.”

If the pharmaceutical industry would like to view the research and find out how they can participate in Help2Health please contact Sarah O’Reilly on 01489 860000 or browse at www.ids-international.info

Notes to Editors on Help 2 Health stands.

Statistics taken from independent research following the pilot scheme for Help 2 Health carried out in 45 UK pharmacies over a 3-month period:

• 95% of pharmacists said they wanted to keep the Help2Health stand.
• 2/3 pharmacists who already had a display stand intend to replace it with the Help 2 Health stand.
• 71% said that pick-up rates were better from the Help2Health stand.
• 85% said that the stand provides a healthcare library for customers.
• 95% of pharmacists said it was useful to have the stand stocked for them.

Contact details: Sarah O’Reilly at Help2Health Tel: 01489 860000 or Email:

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