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Community pharmacy has always Behavioural economics: What it means
been close to people’s lives. But the for pharmacy
role is no longer just about dispensing Pharmacists know patients don’t always act
prescriptions accurately and efficiently. “rationally” with medicines. Forgetfulness,
Today, pharmacists are expected to optimism bias (“I’ll be fine without it”),
act as health advisors, prescribers, or present bias (choosing comfort now
prevention specialists, and integral over health later) often get in the way of
members of the wider NHS team. adherence. Behavioural economics accepts
this reality and offers practical solutions:
To make that transition successful,
two elements stand out, collaboration Nudges: A text reminder, eye-catching
and behavioural economics. And this packaging, or a follow-up call from the
couldn’t be more timely. With the pharmacy can make a big difference.
Government’s new 10 Year Health
Plan for England (published July 2025) Defaults: Opt-out flu jab appointments drive
setting ambitions up to 2035, and higher uptake than opt-in systems.
Pharmacy First embedding itself as a
core NHS service, pharmacy’s potential Framing: Calling medicines review a
is firmly in the spotlight. “health MOT” makes it feel more engaging
and less clinical.
Why collaboration really matters
These ideas apply to professionals too. If
Healthcare can sometimes feel like GP systems default to pharmacy referrals
a collection of silos: GPs do their bit, for common ailments, or if IT platforms
pharmacists do theirs, hospitals do theirs make data sharing effortless, collaboration
– and patients end up navigating between becomes automatic.
them. Collaboration changes that. Studies
consistently show that when healthcare Conversely, if the system makes working
professionals’ team up, patient outcomes together a hassle, the status quo bias kicks in,
improve, duplication of work goes down, and and people stick to old ways. Collaboration
the system runs more smoothly. also relies on clear and empathetic
communication – both with patients and
For pharmacy, collaboration happens at many between professionals. Patients trust
levels: working with GPs in Primary Care pharmacists with medicines, but don’t always
Networks, liaising with hospitals at points see us as their first stop for health advice.
of transition, and engaging directly with
patients. Done well, it reduces prescribing Small touches – open body language, active
errors, supports adherence, and cuts waste. listening, avoiding jargon – can make the
pharmacy feel like a safe, welcoming space.
But collaboration doesn’t happen by magic. Communication between community
It requires trust, shared goals, and – crucially pharmacists and GPs regarding the Pharmacy
– systems that make teamwork the default First service often faces several challenges.
rather than the exception. That’s where
frameworks like ISO 44001 on collaborative Information sharing is frequently inconsistent,
relationships can help. (Declaration of leading to gaps in patient records and
interest: I am Associate Director at the potential duplication of care. Pharmacists
Institute for Collaborative working (ICW), may struggle to relay timely updates on
which supports organisations in applying patient treatments or common ailments,
ISO 44001 principles. The views expressed while GPs may be unaware of interventions
here are my own.) This standard shows that already provided in the pharmacy.
collaboration isn’t just about goodwill – it’s Additionally, differing IT systems and limited
about structured, measurable approaches direct communication channels can hinder
that build trust and accountability. Pairing collaboration, reducing the efficiency and
this with insights from behavioural economics continuity of care that Pharmacy First aims
creates a powerful toolkit for change. to provide.
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