What's Happening?
NHS Wales has initiated the 'Help Us to Help You' campaign to encourage the use of community pharmacies for common winter illnesses. Launched on November 1, 2025, the campaign utilizes TV, radio, and social media to promote the common ailments service
available in community pharmacies. This service allows pharmacists to treat 28 common conditions, such as sore throats, skin rashes, and urinary tract infections (UTIs). The Welsh government emphasizes that pharmacies provide an accessible alternative to GP surgeries and emergency departments, especially during the busy winter months. Health Secretary Jeremy Miles highlighted the role of pharmacists as highly qualified professionals who can offer confidential advice and treatment for a wide range of conditions. The campaign aims to ease the burden on GPs and emergency departments by directing patients with minor ailments to pharmacies.
Why It's Important?
The campaign is significant as it seeks to reduce the strain on the NHS during the winter months, a period typically marked by increased demand for healthcare services. By promoting the use of community pharmacies, the initiative aims to alleviate pressure on general practitioners and emergency departments, allowing them to focus on more urgent cases. This approach not only enhances the efficiency of healthcare delivery but also improves patient access to care. The success of the common ailments service in Wales, which has seen a tripling of independent prescribing consultations in two years, underscores the potential of pharmacies to play a crucial role in healthcare. The campaign also aligns with broader efforts to optimize healthcare resources and improve patient outcomes.
What's Next?
As the campaign progresses, it is expected that more patients will utilize pharmacy services for minor ailments, potentially leading to a decrease in non-urgent visits to GPs and emergency departments. The inclusion of £1 million in the 2025/2026 community pharmacy contractual framework indicates a commitment to supporting this initiative. Community Pharmacy Wales has expressed readiness to maximize the benefits of the campaign, contingent on funding availability. The ongoing 'Think Pharmacy First' campaign in England, running until November 9, 2025, also highlights a similar focus on leveraging pharmacy services to manage healthcare demand effectively.
