Encouraging loyalty from new parents is a real opportunity for community pharmacy teams. Being able to get support and advice from a healthcare professional, who is easily accessible and supportive, can be so valuable during worrying times. Look around your pharmacy and consider how parent-friendly it is.

Questions to think about include:

• Is the store easily accessible for parents with prams?
• Are the aisles wide enough for prams?
• How big is the range of products for new parents?
• Is there scope to improve this?
• If you keep additional stock in the stock room, is that clear?
• How up to date is the signposting information for new parents?
• Do you know any local health visitors? What sort of products do they tend to recommend and do you stock them?
• Who in the team has recent experience with young babies and could offer insights on what it is like to be a new parent?
• What other sources of advice do you think new parents might get, and are those messages consistent?
• What are the most common feeding problems that a new parent might come across, and are you able to provide products and information to support them?