APRIL, Edition # 23, 2001

"It seems …the problem starts with TV advertising of scheduled products compounded with them being on open display… ….Another case of big business going for profit and to hell with the health or wellbeing of the consumer. Time to review advertising of scheduled items? "
contributor to Auspharmlist

All pharmacists, and for that matter any member of the general public, may contribute to the debate on the scheduling of pharmaceuticals.
The agenda of the National Drugs and Poisons Scheduling Committee (NDPSC) is made public prior to each meeting, to allow time for "public consultation".
If you have not known this before, blame only yourself or your professional body.
Both the PSA and the Pharmacy Guild nominate a person to sit on the Committee to represent "pharmacy".
This person will present the case for the retention or relaxation of a product's scheduling. While arguments put forward at the meeting by the industry or jurisdictional reps will be taken into account, the "pharmacy" person may go into the meeting with a firm stance on a particular issue from the consultation.
So do not blame "big business" for the scheduling of a product.
You can have input to the decision making.
Look out for the note to agenda items for the next NDPSC meeting.
The issue of television advertising has received considerable attention over the past five years with a lot of time spent on discussing the exact form of words that should be used in a TV or radio commercial to imply that a pharmacists advice is needed in the sale of a product.
Should it be "ask", "obtain", "seek" or "request".
A smart advertising agency will simply find the best way to encourage a consumer to "demand" the product, no matter what words are used.
The big question is "does the consumer receive the advice?"
The NDPSC will make first a decision to reschedule a product, and then consider whether or not advertising will be allowed. The criteria for this are whether or not "counselling" is essential to ensure patient safety.
Advertising can assist to direct consumers to a pharmacy for advice, and potential sale. Advertising must be seen as a "friend" to pharmacy, not an "enemy".
The IMPORTANT fact is that counselling does take place.
Then and only then will the NDPSC process be complete with the advertising complimented with counselling.
It is on this point that the soon to be released Galbally Report on Drugs and Poisons Acts Review for National Competition Policy will seek a review of scheduling at the end of 2003, to ascertain the extent to which counselling occurs. The final report of the review is currently with State/Territory Health Ministers to prepare a COAG response to the recommendations.
All the constraints in the world will not stop Loperamide being used wrongly, if pharmacists just sell the product from their store as if it was a packet of soap powder.
Maybe it is also time for manufacturers of scheduled products with television advertising to prepare briefing cards for pharmacists as a guide to counselling.
The front of shop display material should be directing consumers to "ask" for counselling. One part of a multi-layered program will only work with the assistance of others. Pharmacists must understand the process, and the process must work with pharmacists for the benefit of consumers.
Ends
The comments and views expressed in the above article are those of the author and no other. The author welcomes any comment and interaction that may result from this and future articles. The editor would be pleased to publish any responses.

The results of the last survey are in to the question Rollo Manning posed in his last article " Do you think that retail pharmacy will be better off under a Labor government"

30 percent voted YES and 70 percent voted NO.
However, only 1.1 percent of subscribers elected to participate in this particular survey.

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