The Midcounties Co-operative Pharmacy has launched a pilot healthcare concept focused on dementia. 

The business has renovated its pharmacy in Cannock, West Midlands and re-opened it last Friday (November 21) with a new focus on dementia, middle-aged health and children's oral hygiene. The branch was piloting the concept and if successful it would be rolled out across the Midcounties Co-operative Pharmacy's 44 other premises, the company said. 

Co-operative Healthcare group general manager Adrian Wilkinson told C+D it had chosen the three healthcare areas to reflect the challenges facing the NHS. It had employed an accuracy technician to free up time for the pharmacy's staff and Mr Wilkinson said he "absolutely" expected the model to be profitable. 

The pharmacy's new layout included a "health hub" area, which allowed patients who were reluctant to visit a doctor to measure their blood pressure, heart rate and body fat percentage, the Midcounties Co-operative Pharmacy said. 

Staff had been trained as 'dementia champions' by charity The Alzheimer's Society and were able to refer patients with concerns about the condition to their local support network or GP if necessary. The Midcounties Co-operative Pharmacy said this would support the NHS's initiative to increase the early diagnosis of dementia. 

In response to a Public Health England survey in September that found that one in eight three-year-old children suffer from tooth decay, pharmacy staff would also encourage children to learn about maintaining good dental hygiene by educating them about brushing techniques and foods to avoid, it said.

To create space for the new services, the pharmacy had reduced its beauty range, Mr Wilkinson said. "The point is to challenge what the pharmacy can be... and change the perception of a healthcare environment," he said. 

"We found our colleagues were challenged in terms of the new expectations of them. It wasn't just about putting a new sign above the door and expecting everything to be different," he added. 

	What are the benefits of focusing on specific areas of healthcare?