Pharmacists will play a "vital" role in raising awareness of bowel cancers as the "first port of call" for many patients experiencing symptoms, the Department of Health (DH) has said.

The DH urged pharmacists to help support its "reminder" campaign on bowel cancer, which includes TV and radio ads run from this week until the end of September.

The campaign aims to improve the early diagnosis of bowel cancer by raising awareness of the symptoms among over-55s from lower socioeconomic groups, as well as their friends and family.

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	Pharmacists could speed up diagnosis by speaking to people that are regularly purchasing OTC remedies for digestive health problems, the DH said. The department stressed that many of these patients might be embarrassed, not realise their symptoms are serious or worry about wasting their GP's time. It added that MURs could also present an opportunity to broach the subject.

And if the symptoms have persisted for three weeks or more, pharmacists can suggest patients make an appointment with their GP.

North of Tyne LPC community pharmacy development lead Ann Gunning backed the recommendations, stressing that community pharmacy could "provide reassurance, signpost patients to their GPs and keep a look out for those most at risk". "We can help our patients overcome some of the barriers to presenting early with suspected cancer symptoms," she said.

More than 93 per cent of bowel cancer patients diagnosed with the earliest stage of the disease survive for five years, compared with less than 7 per cent of those diagnosed with advanced disease.

Free posters to promote the campaign in pharmacies can be ordered from orderline.dh.gov.uk.