How to transform your leaflet display into a public health tool

All community pharmacies display leaflets. Far too often, this means an odd assortment of titles thrown together on racks hidden in the corner of the pharmacy. Yet with a bit of thought and planning, a leaflet display can be transformed into an essential public health tool that can draw people into the pharmacy.

In England and Wales, leaflets must be displayed to comply with essential service four (promotion of healthy lifestyles). And in Scotland, the public health service states that leaflets displays must be well maintained and regularly updated. So, assuming all pharmacies have a leaflet display, what makes one display stand out from the crowd?

The key messages are:

• Keep the display tidy
• Target it to the local population
• Change the leaflets regularly

Where to start

Transforming a leaflet display starts with an audit. The Royal Pharmaceutical Society's audit tool (see Panel) can be used, or you could simply draw up a list of leaflets currently on offer and consider the following questions:

• Is the leaflet relevant to the local population?
• Is it up to date, accurate and unbiased?
• Is it easy to understand?
• Is a variety of topics offered?

Next, decide where the new display should be positioned. A prominent and accessible location is best, and it should be clearly identified as a public health information area. Then decide how many leaflet racks fit the space and work out the number of leaflets that can be displayed.

The number should be split into different subject areas. This is where local knowledge is key: there is no point devoting half a display to children's health in an area with a predominantly elderly population. Find out what the local population wants information about, for example, which diseases are common.

Keeping it current

It is human nature to look at new things so the display should be changed regularly to attract attention. An easy way to do this is to have a monthly (or even weekly) theme: a separate block of leaflets at the top of the display about one health issue. This theme can be linked to local or national health campaigns, such as those listed in the Department of Health's calendar of health promotion events.

Finally, where do you go for supplies of leaflets? A good place to start is the local primary care organisation's health promotion unit. Charities are also a great source of leaflets. The internet is a valuable source of information (see Panel) and provides an endless variety of leaflets which can be printed on request.

But the hard work does not end here. Leaflet displays needs regular tidying and re-stocking, a responsibility that can be easily managed by a pharmacy assistant.