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Pfizer Healthy Partnerships is helping to reduce A&E pressures through a traffic light campaign to help patients make the most effective use of NHS services. Backed by Pharmacy Voice, the 'Right Route, Right Care' campaign aims to support pharmacy teams to signpost patients to the most appropriate NHS service to meet their needs. It also highlights the role of community pharmacy in improving public health and medicines optimisation through services like health checks, medicines use reviews and the new medicine service.

The scheme was piloted in September 2014 and a survey of 125 pharmacy customers revealed that 17 per cent were visiting the pharmacy as a direct result of the campaign. Campaign resources, including an implementation guide and a poster and patient information leaflet available in six languages, can be downloaded from: www.accesspfizer.co.uk