Health department says wait before putting DIY NHS branding on community pharmacies
Community pharmacists in England are being told by the Department of Health not to rush into spending money on NHS branding for their pharmacies.
A spokesman said that the Department is currently exploring ways of helping
pharmacies use NHS branding. An announcement should be expected in a
few months.
A statement said: “Specific guidelines showing how the NHS identity
can be used in pharmacy environments to highlight the services pharmacists
provide are in development. We are currently working with pharmacists
and stakeholders to ensure that the guidelines are appropriate and we
expect them to be released shortly.”
Following visits to a number of pharmacies, proposals from the NHS branding
unit are to be put to the Pharmaceutical Services Negotiating Committee
in February.
Alastair Buxton, head of NHS services at the PSNC, said: “Branding
will be included in the new contract discussions. There needs to be a
value attached to NHS branding, because the multiples, in particular,
jealously guard their brands. I can’t imagine that pharmacists
will want to put up the NHS logo left, right and centre. It would be
wise for people to wait until guidance is given.”
For the National Pharmaceutical Association, Colette McCreedy said that
NHS branding is a good idea, but pharmacists should not have to pay for
it and it should not replace pharmacy’s green cross. “The
green cross is our brand as a profession and is recognised throughout
Europe,” she said.
A year ago, community
pharmacies in Scotland were sent window stickers
and posters bearing the NHS in Scotland logo (PJ, 11 January 2003, p40).
The Scottish pharmaceutical care strategy included a commitment from
the Scottish Executive Health Department to encourage community pharmacies
to display NHS branding. No financial incentives were offered.
A survey by the Scottish Consumer Council in 2002 found that only
half of those asked considered pharmacies to be part of the NHS (PJ, 30 November
2002, p769).
According to the Department of Health: “The NHS mark has over a
90 per cent spontaneous recognition rate among the public and has high
levels of trust and credibility. Using the NHS corporate identity correctly
makes it easy for the public and patients to be reassured that the services
provided are part of the NHS family, providing NHS services in line with
its values.” |
The
Pharmaceutical Journal