Boots, Lloydspharmacy and experts on how to improve OTC sales training
C+D speaks to Boots, Lloydspharmacy and three pharmacy trainers about how to ensure staff give correct advice on over-the-counter (OTC) medicines
Last week, Which? published its feedback from a team of mystery shoppers, which it sent into 36 pharmacies – 12 multiples, 18 supermarkets and six independents – to attempt to buy both ibuprofen and Sudafed Sinus Pressure and Pain (phenylephrine/ibuprofen).
Following the visits, the consumer charity rated 11 of these pharmacies as "poor", for either failing to warn customers that the two products should not be taken together, or unnecessarily refusing the sale.
Importance of pharmacy relationships
Vanessa Kingsbury, managing director of Nottingham-based Buttercups Training, says the whole sector risks being judged according to the “poor” performers identified by Which? – “which is unfortunate, because there are some examples of excellent practice in the report”.
“Clearly, this report identifies ongoing staff training needs, and the need for supervision of inexperienced staff by registered [pharmacy] professionals.”
“It [also] highlights the importance of a relationship between the person seeking care and their local pharmacy.”
Rachel Marchant, managing director of Yeovil-based pharmacy training provider Scientia Skills, argues that as community pharmacists face increasing pressure to deliver services and a greater administrative workload, “staff training and development is not necessarily at the forefront of their priorities”.
But the Which? findings, Ms Marchant says, highlight the need for robust training when a new member of staff joins a pharmacy, “to ensure [their] knowledge of products and advice is up to date and delivered to all customers”.
Training shouldn’t be a “tick-box exercise”
Paul Lowndes, chief executive of Mediapharm, a London-based pharmacy training provider, says in the past community pharmacists may have seen training as a “tick-box exercise” – a situation that “has got to change”.
Having “structured” training to supplement “mandatory qualifications” can help pharmacy owners to grow their business, he says.
But training only works if it is repeated, Mr Lowndes argues. “Staff need to build up their knowledge consistently, over time. Training needs to be monitored, and have a focus, in order for it to be effective,” he adds.
"15 minutes a month"
“One pharmacy I know did 15 minutes [of training] every month. It doesn’t sound a lot, but they found it had a positive impact on sales. The problem is that in many cases training is done on an ad-hoc basis.”
Despite the negative Which? headlines and the current financial constraints imposed by the pharmacy funding cuts in England, Buttercups Training's Ms Kingsbury says she is confident community pharmacies will continue to show commitment to developing their staff “so they can offer the service the public needs”.
How are the multiples addressing OTC sales training?
Of the 12 Lloydspharmacy and Boots branches Which? visited, it rated one Boots pharmacy as “poor” – as the undercover researcher “was not asked any questions and was not warned about taking the two medicines together” – and two Lloydspharmacies as “poor” – as in both cases “the sales assistant failed to inform our researchers that the two medicines should not be taken together”.
C+D asked each chain how their training will address the issues raised:
Steve Howard, superintendent pharmacist and quality and clinical standards director at Lloydspharmacy, says it’s important to keep counter staff’s knowledge and skills up to date through a programme of continuing education.
“In general terms, poor or ineffective training will contribute to poor advice. All [our] colleagues whose work involves the sale of medicines complete a bespoke training programme, which is accredited by the General Pharmaceutical Council. We review the effectiveness of our training, and make necessary changes as practice evolves – particularly as new medicines become available for OTC sale.
“It is essential that all pharmacy staff, irrespective of employer, undertake effective training to enable them to sell medicines safely and appropriately. At times this will involve not selling a medicine, but instead providing healthcare advice, [or] referring to the pharmacist, GP or other healthcare provider.”
Richard Bradley, pharmacy director at Boots, says the multiple uses its 'healthcare consultation model' to ensure patients get the right advice.
“As a leading pharmacy-led health and beauty retailer, we are committed to providing…accessibility to healthcare expertise and support.
“Following the 2013 Which? pharmacy report, we took on board feedback and, as a company who wants to listen and learn, have undertaken a review of the protocols we use to underpin the valuable conversations that our colleagues have with patients.
“We have since introduced the Boots Healthcare Way; a healthcare consultation model used by [our] pharmacy colleagues to deliver truly patient-centred care, ensuring that medicines are taken safely and effectively. This new model is based on the principles of providing appropriate information to patients when they come into the pharmacy asking for specific products.
“We will continue to work with Which? and others to learn from this new report, to positively continue to support our patients and pharmacy colleagues.”
