Health officials are urging residents across the West Midlands to turn to their local pharmacies for help with minor ailments, as traditional GP surgeries and hospital emergency departments face intense seasonal pressure.
Pharmacy First: A Vital Winter Service
The Pharmacy First scheme, which launched nationally in January 2024, allows people to receive advice and treatment for a range of common conditions directly from a pharmacist, without needing a GP appointment. The initiative is designed to alleviate the burden on family doctors and hospital A&E departments, particularly during the busy winter months.
Jagjeet Sagoo, Group Pharmacy Manager for Pan Pharmacy, which has multiple branches across Birmingham, confirmed the service is proving its worth. He reported a significant increase in footfall since the scheme's introduction and encouraged more people to utilise it.
"Around this time of year, we see sinusitis, sore throats, earache in children and the feedback from patients is this is very accessible," Mr Sagoo said. "That's the biggest thing pharmacy offers. Doctors and GPs are stretched and are at capacity."
Breaking Down Barriers and Misconceptions
Despite its success, Mr Sagoo highlighted that a key challenge remains public awareness. When Pharmacy First began, many patients were unaware of the full range of services a pharmacy could provide, often viewing them as a last resort rather than a first point of call.
"A lot of patients come to us because we're their last resort when in fact we could have seen them as a first resort," he explained. "When they come in and we've concluded their consultation and given them their treatment, they are surprised we are able to offer that kind of service."
He emphasised that pharmacists undergo five years of training and are expertly placed to assess conditions, provide treatment, and prevent minor issues from becoming more complex. This shift is crucial during winter when untreated illnesses can deteriorate rapidly.
Accessibility During the Seasonal Rush
A major advantage of the pharmacy-based service is its accessibility. While some GP services may reduce hours or face long waiting times, pharmacies remain a readily available resource.
Mr Sagoo also pointed to a massive increase in demand for flu vaccines, both NHS and private, with many pharmacies offering a convenient walk-in service. "We are very accessible over the seasonal period. These services may stop at the surgery, they don't stop at pharmacies," he stated.
The initiative has been credited with saving the NHS thousands of GP hours, freeing up capacity for more complex medical cases. Health service leaders have welcomed the scheme, though they note that GP practices and A&E departments are still experiencing a huge surge in winter demand.
Mr Sagoo concluded that continued public education is essential. "If people don't know, they won't know where to go... Sometimes, it needs to be highlighted they can visit their pharmacy as we might be able to help. Especially over the winter period," he said.
