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Letters to the Editor
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Pharmacy in the media
Do the media understand pharmacy’s role?
From Mr P. B. Lowe, MRPharmS
Recently, an item on BBC News highlighted the frequency with which interactions
between prescribed medicines caused significant morbidity and hospital
admission. The conclusion drawn was that medical students need better
training in the actions of drugs.
Some weeks ago an item on the same channel discussed the potential effect
on adherence which might be produced by putting drug prices on dispensed
medicines and contributions from the British Medical Association and
the Association of the British Pharmaceutical Industry were screened.
Both pieces were substantially filmed in a community pharmacy and, on
both topics the view of our profession would appear paramount. Moreover,
in each location (one assumes) the incumbent pharmacist was within a
few feet of the camera yet on neither occasion was the views of pharmacy
or of a pharmacist broadcast or apparently sought.
This is a startling reflection on the media’s understanding of
the input of our profession to health and the health services.
I suggest those who in future invite cameras into pharmacy premises stipulate
the condition that the profession’s input to the resulting item
be that of an organ grinder and not of his monkey.
Perhaps our national representative bodies might co-operate to provide
guidance on seeking appropriate pharmacy input to resulting broadcasts
for those who receive requests to allow filming in pharmaceutical locations.
Peter Lowe
Newcastle upon Tyne |
The
Pharmaceutical Journal