Primary care clinicians have many more interactions with patients than any other part of the NHS. Early diagnosis and treatment in primary care reduces harm and distress for patients. Effective and timely responses can help relieve pressure on emergency departments.

The NHS England Urgent and emergency care review highlighted the role community pharmacies could play, emphasising their easy accessibility for patients, and stated that: €Community pharmacy services can play an important role in enabling self care, particularly amongst patients with minor ailments and long-term conditions'.

Guidance published by NHS England to support the transformation of urgent and emergency care services states that community pharmacy can reduce demand on other urgent care services by:

• Providing emergency supplies of prescription medicines
• Supporting self care of minor illnesses and providing minor ailments services
• Providing flu vaccinations
• Reducing repeat prescription workload in general practice through repeat dispensing
• Supporting people with long-term conditions to get the most from their medicines
• Minimising adverse effects and admissions related to medicines
• Helping people understand new medicines and changes to medication (especially on discharge from hospital).

The review identified that there is little public awareness of the range of services provided by pharmacy. It also pointed to research that suggests a lack of public trust in community pharmacy, with one survey finding that only 23 per cent of pharmacy users considered pharmacies to be the best places from which to seek general health advice. Research also suggests that dispensing services still take up the majority of community pharmacists' time and that they are less confident when providing other healthcare services.

In order to overcome these barriers and increase public trust in community pharmacy as a source of health advice, pharmacies could consider: 

• Making the pharmacist more visible and accessible
• Making the best use of the skill mix within the team to give staff sufficient time to talk to customers and patients
• Making sure all members of the pharmacy team are trained in consultation skills appropriate to their level
• Completing training to ensure all team members provide consistent, high-quality advice to patients and can signpost appropriately
• Ensuring patients, the public, and healthcare professionals know that community pharmacy offers more than just dispensing prescriptions. For instance, by:
• Meeting with local patient groups, community groups and charities
• Working with local GPs, dental practices and community nurses to make sure they know what the pharmacy can offer
• Running a promotional campaign in the pharmacy highlighting the different services available.