Directing of Patients to a Pharmacy - Internet Pharmacy Promotional Material

Practices across Wessex have been approached by internet pharmacies who are asking the practice to send out promotional material to patients on their behalf. Whilst there is no problem with practices providing patients with information on the available pharmacy services, we should not be 'directing' patients to one service by stating or implying that it might be better than others or by excluding any individual pharmacy service provider to the locality.

A similar problem may arise with Release 2 of the Electronic Prescriptions Service which will allow prescriptions to be sent electronically from the GP surgery to a pharmacy. In the future, patients will have the free option of nominating a pharmacy or dispensing practice to receive their prescriptions electronically. GPs and practices must be careful not to influence a patient's choice of nomination.

Wessex LMCs would strongly advise all constituents that they should not seek to persuade a patient to nominate a pharmacy that they have themselves recommended. This advice relates to use of the Electronic Prescriptions Service or if approached by a third party who might be asking for assistance in promoting their services.

Where a GP or practice does wish to inform patients about available pharmacy services then the responsibility is to provide information which:

o Is factual and verifiable.
o Conforms with the law and guidance issued by the Advertising Standards Authority.
o Conforms to GMS and GPC regulations and guidelines.
o Does not make claims about the quality of the services, especially if comparisons are being made with other providers.
o Does not exploit patients' vulnerability or lack of medical knowledge.
o Does not pressurise people into using a service e.g. by arousing ill founded fears.

AM June 2008