As winter pressures intensify across the West Midlands, residents are being urged to turn to their local pharmacies for healthcare advice and treatment. With GP practices and hospital A&E departments facing unprecedented demand, the Pharmacy First initiative, introduced in January 2024, offers a vital alternative for managing minor illnesses and medication queries.
Pharmacy First has already demonstrated its impact by saving thousands of GP hours. However, healthcare leaders report that both GP surgeries and hospitals are experiencing significant increases in patient numbers this winter. Jagjeet Sagoo, Group Pharmacy Manager at Pan Pharmacy in Birmingham, highlights a noticeable rise in pharmacy visits since the start of the year and encourages more people to take advantage of the service.
“Common complaints during this season include sinusitis, sore throats, and earaches in children,” says Sagoo. “Patients find that pharmacies offer exceptional accessibility, which is crucial when GPs are stretched to capacity. Our teams undergo extensive training in medication and patient care, enabling us to assess conditions, provide treatment, and prevent issues from escalating.”
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Pharmacies are also meeting surging demand for flu vaccinations through both NHS and private services, often allowing walk-in patients to receive immunizations promptly. “While some services may close at GP surgeries during the seasonal peak, pharmacies remain open and ready to help,” adds Sagoo. “Feedback from patients consistently highlights the convenience and responsiveness of pharmacy care.”
The introduction of Pharmacy First has been welcomed by the broader health sector for freeing up GP capacity to address more complex cases. Yet, initially, many patients were caught off guard by the expanded role of pharmacists. Sagoo notes, “Many people regarded pharmacies as a last resort when, in fact, they could have been their first stop. After consultations, patients are often surprised to learn how comprehensive a pharmacy’s services truly are.”
Despite growing acceptance, Sagoo emphasizes the need for ongoing public education. “Awareness is key. Many patients, particularly those from deprived communities, struggle to access GP appointments and don’t realize their pharmacy can help. Highlighting what pharmacies offer is especially crucial during the winter months when untreated minor illnesses can quickly worsen.”
Pharmacies stand ready to support the community through the busy winter season, providing accessible care, timely treatment, and essential vaccinations that ease pressure on the wider healthcare system.