2 minutes with: Fiona Salvage, editor, Pharmacy Today

Community Pharmacy has relaunched as Pharmacy Today. What’s new? The Government wants community pharmacists to support its self-care agenda and offer more clinical services. The relaunched magazine should help them by offering more practical help and guidance.

Who reads Pharmacy Today?
Anyone who works as a community pharmacist – from locums to employees in big chemist chains.

Tell us about the content.
The magazine is divided into four sections. The first is clinical – about prescription drugs being trialled or coming onto the market. The next is on management and professional skills, giving advice on issues such as talking to customers sensitively about embarrassing conditions. A segment about business and retailing gives advice on growth, and finally there is a news section featuring new over-the-counter products, and telling readers about advertising and marketing campaigns and sponsorships.

What else is there?
Seasonal articles – such as about allergies in May – or those based around awareness weeks also help pharmacists give the right products prominence in their shops.

How could PROs help?
I’m looking for pharmacists to profile as examples of best practice – people who are doing very well in one area, such as marketing their stores. I don’t want the usual suspects that are always appearing in pharma media, but lower-profile people with whom readers will identify.

What tends to make it in?
With regard to products, the newer the better, and exclusivity really helps. I prefer to be contacted by email – nothing too hi-tech as I might not open the attachment. Stories must be relevant to pharmacists, as I receive a lot of information about nurses and GPs that I cannot use.

Circulation 13,956
Frequency Monthly
Contact fsalvage@cmpi.biz; 01732 377435 

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