Before raising awareness of your pharmacy as a source of infant feeding advice and support, it's important to take stock of your current offering. This will enable you to identify areas that need to be improved upon, as well as any gaps in staff knowledge that would suggest training needs. It is also crucial that you research the potential demand for such a service in your area.

Evaluation checklist

1. Do I know my potential customer base? Do many mums with young babies already visit the pharmacy? Are we in an area where there are large numbers of antenatal mums and parents with young babies?

2. Are the mums who visit our pharmacy satisfied with the service? Could our offering be stronger?

3. Is the team confident about answering questions related to infant feeding?

4. Do we have all the resources we need?

5. Do we fully understand the benefits and value of the SMA Nutrition 5-Stage Plan?

Making it work

1. The Office for National Statistics has data for births in England and Wales by area. Find it at www.ons.gov.uk/ons/rel/vsob1/births-by-area-of-usual-residence-of-mother--england-and-wales/2011/index.html For Scottish data, visit: www.nrscotland.gov.uk/statistics-and-data/statistics/statistics-by-theme/vital-events/general-publications/vital-events-reference-tables/2013/section-3-births

2. The best way to find out if mums are happy with your service is to conduct a customer survey. Draw up a questionnaire and hand it out to target customers (new mums and other family members) with prescriptions or other items. Remember to include specific questions about the services people would like you to provide.

3. If anyone in the team is lacking in confidence, discuss and identify the areas they are unsure of. Training will help to improve their confidence.

4. The SMA Nutrition 5-Stage Plan can help guide and support you. As well as this, you can visit www.smahcp.co.uk for more information. Look out for Stage 2 and upcoming training modules.

5 reasons to enhance your service offering 

1. It will help to build relationships with customers

2. It will increase footfall to your pharmacy

3. It will promote and strengthen your pharmacy's role in the community

4. It will encourage customer loyalty

5. It will help to grow your business.

About SMA

SMA Nutrition is a range of scientifically developed formulas that reflect the latest research and innovation to help meet the nutritional needs of babies. Every product has a tailored nutrient profile for each stage of growth and development. SMA Nutrition has a range of core and special feeds, as well as a range to support preterm and low birthweight babies.

IMPORTANT NOTICE

Breast milk is best for babies and breastfeeding should continue for as long as possible. Infant milks should only be used on the advice of a doctor, midwife, health visitor, public health nurse, dietitian, pharmacist, pharmacy technician or other professionals responsible for maternal and child care. Registered Trademark ®