What's Happening?
NHS Wales has initiated the 'Help Us to Help You' campaign to encourage the use of community pharmacies for treating common winter illnesses. Launched on November 1, 2025, the campaign aims to alleviate pressure on GP surgeries and emergency departments
by promoting the common ailments service available at local pharmacies. This service allows pharmacists to treat 28 common conditions, including sore throats, skin rashes, and urinary tract infections, without the need for an appointment. The campaign is being promoted through TV, radio, and social media advertisements. Health Secretary Jeremy Miles emphasized the role of pharmacists as highly qualified healthcare professionals who can provide confidential advice and treatment, thus helping to focus NHS resources on urgent care needs. The initiative follows the success of the 'Choose Pharmacy' minor ailments service, which has expanded to include independent prescribing consultations, tripling in two years according to Digital Health and Care Wales data.
Why It's Important?
The campaign is significant as it seeks to reduce the burden on NHS services during the busy winter months by directing patients to community pharmacies for minor ailments. This approach not only provides a convenient and accessible alternative for patients but also allows GPs and emergency departments to concentrate on more critical cases. The initiative highlights the evolving role of pharmacists in the healthcare system, showcasing their ability to manage common health issues effectively. By promoting the use of pharmacies, the campaign aims to optimize healthcare delivery and resource allocation, potentially leading to improved patient outcomes and reduced healthcare costs. The inclusion of £1 million in the community pharmacy contractual framework for 2025/2026 further underscores the commitment to enhancing pharmacy services.
What's Next?
The campaign is expected to run until November 9, 2025, with ongoing efforts to promote the Pharmacy First service in England. As the campaign progresses, stakeholders will likely assess its impact on reducing NHS pressures and improving patient access to healthcare. Community Pharmacy Wales has expressed readiness to support the campaign actively, contingent on funding availability. The success of this initiative could lead to further expansion of pharmacy services and increased investment in community healthcare infrastructure. Monitoring and evaluation of the campaign's outcomes will be crucial in determining future strategies for integrating pharmacy services into the broader healthcare system.
Beyond the Headlines
The campaign reflects a broader trend towards utilizing community-based healthcare solutions to address systemic challenges within the NHS. By empowering pharmacists to take on a more active role in patient care, the initiative may contribute to a shift in public perception regarding the capabilities of pharmacy professionals. This could lead to long-term changes in healthcare delivery models, emphasizing preventive care and early intervention. Additionally, the campaign may inspire similar initiatives in other regions, promoting the role of pharmacies as essential components of the healthcare ecosystem.
