The Healthy Living Pharmacy initiative requires pharmacies to have a health promotion zone – a clearly marked area that is accessible to the public and which contains relevant and up-to-date resources, which can be used by staff when discussing relevant health promoting interventions. However, public health messages need not be limited to a small area of the pharmacy.

Greater impact with the health promotion message can be created by using all the available opportunities in the pharmacy. Windows and gondola end display areas provide impact and to direct people into the pharmacy and to the health promotion zone. Computer screens can be used to play health messages on a continuous loop. Using relatively inexpensive equipment, presentations can be created in PowerPoint or free alternatives such as Google Slides, and displayed in prescription waiting areas. Different presentations can be displayed on different days or at different times of day to meet the needs of your changing customer profile.

Some pharmacies may also have the benefit of flexible retail spaces, where presentations or demonstrations can take place, for example about healthy food and cooking, relaxation or exercise. With effective promotion of such events, you can raise the profile of a health campaign, and promote your pharmacy at the same time.

While using the physical infrastructure of the pharmacy to promote health messages is important, you also need a pharmacy team that is capable of capitalising on this activity. The education pharmacy teams receive has, in the past, focused on the skills needed for the main activities of the pharmacy, such as dispensing and the sale of medicines. If we are to have impact with our public health role we must equip our workforce with the skills and knowledge to be effective at it.

Research and experience shows that simply telling people what they should do has limited effect. It is far better to prompt people to think about their lifestyle and set small manageable goals that can be built on. To do this well, team members will need a set of specific skills, of questioning, listening, explaining, goal setting and identifying suitable resources, to be developed further. A broad understanding of the causes of ill health, and the national guidelines and strategies for change, are also needed to support patients effectively.

The requirements for Healthy Living Pharmacies point us towards a suitable standard of training that will adequately prepare pharmacy team members to succeed in this public health role – the Royal Society of Public Health Level 2 in Understanding Health Improvement.