While a website is a valuable virtual shop window, Emma Moffitt realised that social media was the way to get people to appreciate what happens inside Buxted Pharmacy in East Sussex.

The hugely successful Facebook page that Emma set up and maintains for her pharmacy was chief among the reasons why she received a Highly Commended in the Innovation category, sponsored by Precision Marketing Group.

Emma says: “We routinely update our status with what is happening in the pharmacy. One post we made on chickenpox had a patient reach of 12,500, which was incredible. Patients are interacting with the posts, which is marvellous, and sometimes printing out information they find useful.” For Emma, social media is a no-brainer: “Pharmacy needs to change and be innovative to survive. This is something we can do as an independent with limited resources to show how we can be really good at what we do,” she says.

The other improvement that captured the judges’ attention was how Emma promoted the blister packing system used for residential and nursing home residents, as well as community patients. Dispensing assistant Emma trains staff how to use the system and has streamlined the paperwork and processes involved in running the service.

Emma still finds time to spend in the consultation room, delivering a weight management scheme, blood pressure monitoring and COPD screening, and is a health champion.

As far as Emma is concerned, the whole Buxted pharmacy team was shortlisted for the Innovation Award, rather than just her. “I may have had the original ideas,” she says, “but we all have to work together to achieve what we do.”