..Information to Pharmacists
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Your Monthly E-Magazine
JUNE, 2004

CHRIS ARBLASTER

A Consumer Self-Care Perspective
New Initiative from Self-Medication Industry
Editor's Note: Chris Arblaster is a new writer for i2P and will be providing regular information on self-care initiatives and developments.
Pharmacy has a substantial investment in self-care, and given the rapid expansion of retirees as a total percentage of Australia's population, self-care has to be a major initiative if Australia is going to be able to fund the health of its aging population, which is the most medically intensive of all population sub-groups.
Self-care implies that consumers have sufficient education and information to become proficient in managing and taking responsibility for their own health.
Following this logic, pharmacy is regarded as being a primary centre for the education and distribution of information to health consumers, mainly because of accessibility and trained personnel.
The logistical problem for pharmacy is how to retain the majority segment of health expenditure.
After arming consumers with the requisite information and knowledge, there is the frustration of seeing flow-on consumer spending drift to non-pharmacy outlets, often at discounted prices that pharmacy has difficulty matching, and sold in a manner often at odds with pharmacy professional training.
It also encompasses issues of brand switching and down-scheduling of restricted products.
The challenge for pharmacists lies in how to develop tactics and strategies, to ensure the high cost involved in consumer education actually gives an adequate return on investment.

Representing companies involved in the manufacture and distribution of non-prescription consumer healthcare products and related firms, the Australian-Self medication Industry (ASMI) is the peak industry body for the Australian self-care industry.
Consumer healthcare products range from complementary medicines (vitamins, minerals and herbals) to over-the-counter medicines.

The mission of ASMI is to promote better health through responsible self-medication.
This means ensuring that safe and effective self-care products are readily available to all Australians at a reasonable cost.
ASMI works to encourage responsible use by consumers and an increasing role for cost-effective self-medication products as part of the overall Australian health strategy.

Recently, ASMI established an important high-level subcommittee called the Sales Operation Subcommittee.
The terms of reference of this group include:

* Providing improved industry transparency on a range of contemporary sales-related issues
* Providing a vehicle for representing such views and needs as a united voice
* Encouraging networking and providing a regular forum where current issues can be openly discussed under the principle areas of;
...........................................+ Retailers and retail distribution channels in Australia
...........................................+ Systems and methods of best practice

* Producing discussion papers based on ideas and information shared in meetings combined with its many sources.

Participants on this subcommittee include a wide variety of large and small players in all categories of the self-medication industry.
It is important to note that this subcommittee will not act as an organised body in relation to customers common to ASMI's members and associated suppliers and will restrict its activities to addressing common issues in the marketplace.

The aim of the subcommittee is to work with key stakeholders from all levels of the distribution chain including wholesalers, retail pharmacy and industry associations to achieve the best possible outcomes for the development of the consumer healthcare market and the best health outcome for the Australian consumer.

One of the first tasks will be to establish an accreditation program for sales representatives. Accreditation is concerned with establishing minimum standard capabilities for sales representatives when dealing with pharmacies.