There has been much discussion recently about community pharmacy’s potential to expand its role in the management of long-term conditions, with figures such as Lloydspharmacy parent company’s CEO Toby Anderson and the Royal Pharmaceutical Society’s English board chair Sandra Gidley having championed the cause. It makes sense – while GP practices are under increasing pressure, community pharmacy is easily accessible.
Yet despite the apparent fertile circumstances, progress has been slow. Where services are in place, patient awareness, demand and uptake are often low, according to a study on the subject by three researchers at Manchester University, published in February by scientific publisher BioMed Central.
So why the disconnect? In the study, the researchers employed marketing theory