Commoditisation of medicines a concern: academic

Concerned: Professor Charlie Benrimoj

The National Drugs and Poisons Schedule Committee (NDPSC) decision to downschedule phenylephrine and paracetamol combinations has been criticised by a pharmacy academic.

Professor of Pharmacy Practice at the University of Sydney, Charlie Benrimoj, believes that by introducing medicines to consumers in grocery environments, consumers may be being trained to treat medicines as everyday commodities.

"The commoditisation of medicines has both social and clinical implications. The 'safety' profile of a product is relative, and the availability of medicines through grocery may deter a consumer from visiting their health professional or seeking early treatment of an underlying disease state," he said.

"It may also encourage consumers to channel-switch or purchase on price alone, which devalues the role of pharmacy. The practice of pharmacy offering 'the cheaper brand' for consumer medicines may also play a role in training consumers to purchase on price alone and reinforcing the commoditisation of pharmacy medicines, thereby leading consumers away from pharmacy to grocery. The pharmacist needs to have a balanced approach in this area."

Professor Benrimoj said in order to maintain its position over grocery, pharmacy must ensure consumers receive a high level of service, adding that the profession should support companies and products that bring professional support and value to pharmacy.

Pharmacist Lillian Chen, of Chen's Pharmacy, said the decision to downschedule pharmacy medicines to allow open sale in grocery is concerning.

"As our margins and product range are being eroded by competition with grocery, it is essential that pharmacy continues to provide a professional service to the consumer with the basis being sound counselling on medicines in order to add value and differentiate us from grocery.

"More and more we are being asked by consumers for advice on medicines that have been purchased in grocery, when it would have been more appropriate for them to seek information and purchase those products from pharmacy in the first place," Ms Chen said.

17-Jan-2008