A Pharmacist is a pharmacist, is a
is a pharmacist …
Recently, there have again been a number of
­advertisements in which pharmacists have been
described using superlatives which imply that
they are, somehow, superior to their colleagues.
In some cases such advertising could be cause for
complaint to the SAPC while in others it is simply
an irritation to colleagues.
Picture the scene …
There have been newspaper adverts which state:
‘a qualified pharmacist in all of our stores’, and radio
WHAT DOES THE LAW SAY?
When recently consulted on this subject, the well-known and highly respected consultant, Dr Natie Finkelstein,
replied as follows:
‘There should be no need to use any adjective before the noun “pharmacist”, since the term means a
person registered as such under this Act (Pharmacy
Act No 53 of 1974). In order to register, the person needs to have achieved a particular educational
standard (BPharm degree or equivalent) and has
completed the requisite experiential programme
(internship and community service). One would
therefore hope that such an individual is equipped
with the necessary professional skills to perform the
acts specially pertaining to a pharmacist proficiently.
‘It is consequently superfluous to use terms like
“professional” or “qualified” or “registered” adjectivally to describe a pharmacist. Personally, I find such
adjectives offensive and not in keeping with maintaining the honour and dignity of the profession. In
terms of 1.5.1 of the Rules relating to the Code of
Conduct, “the pharmacist must endeavour to foster,
develop and maintain effective relationships with
professional colleagues and other health care providers…” Additionally, 1.5.3 of those rules states that
“pharmacists must respect the special competencies
and responsibilities of their colleagues and other
health care professionals …” Perhaps 1.5.6 of the
rules contains the nub of the issue that makes this
adjective offensive, viz. pharmacists “must refrain
from making public comment that could detract
from their professional reputation …”
pharmacist,
adverts that use terms such as: ‘highly qualified
pharmacists’ or ‘professional pharmacists you can trust’.
Perhaps the more embarrassing experience was to
notice in the bio-sketches of speakers published in
the conference brochures at two recent pharmacist
conferences, which described the speakers as ‘qualified pharmacists’. This at conferences organised by
fellow pharmacists! Somewhat reminiscent of what
George Orwell had to say in the book Animal Farm,
‘All animals are equal but some animals are more
equal than others.’
‘The Rules relating to Acts or Omissions in respect
of which the Council may take disciplinary steps also
pronounce on this issue, especially Rule 5(3) which
states:
“the advertising of professional services in a
manner—
(a) that disparages another pharmacist,
(b) that is calculated to suggest that his professional skill or ability or his facilities for practising his profession or rendering his professional
services are superior to those of other pharmacists.” (bold is my own emphasis).
‘From the above, you can gather that I regard the
terms “professional” or “personalised advice” and
“very best” as implying that the qualifications or
skills of the pharmacists at a particular pharmacy are
of a higher order than pharmacists in other community practices. Surely when a patient is properly
counselled as part of pharmaceutical care, the advice
is personalised; hence that too is really misleading
and mischievous marketing/advertising. “Touting”
could also be associated with this type of advertising/
marketing.’
I would like to add to the advice from
Dr Finkelstein by reminding colleagues
that as a professional person, a pharmacist is expected to conduct himself
and his practice ethically, with dignity and in a manner which generally projects a positive image of the
profession.
Remember the following principle from section
1.7 of the Code of Conduct:
FROM THE DIRECTOR’S DESK continued
‘A pharmacist should, in the public interest, provide information about available services in or from a pharmacy
complying with good pharmacy practice standards and
duly recorded in terms of the Pharmacy Act. Publicity must
not claim or imply any superiority over the service provided
by other pharmacists or pharmacies, must be dignified and
must not bring the profession into disrepute.’
Under general guidelines the Code goes on to
specify:
‘A pharmacist may make available information about
himself/herself or his/her practice, which is intended or may
reasonably be regarded as being necessary for the information of the public.
‘The distribution and content of publicity for professional
services should be dignified and restrained.
‘It is advisable to separate publicity for professional services from all other publicity.’
Pharmacists are reminded that this applies to all
forms of publicity and advertising in all formats of
communication.
WHAT TO DO ABOUT IT!
Firstly, ‘Actions speak louder than
words’. Pharmacists must project a professional image both in the way they
look and in their interactions with all
people, both in- and outside of the pharmacy. I visit
too many pharmacies where the pharmacist cannot be distinguished from other staff working in
the dispensary either by dress code, name tag or in
the way they go about their work. Pharmacists must
make maximum use of pharmacist’s assistants and
the technology available to minimise their time in
‘lick, stick and pour’ functions and rather be available to assess patients’ needs and give professional
advice. In this way pharmacists will be seen to be acting professionally and be respected and sought after
for their personal, professional expertise and knowledge. Strong professional relationships with clients
are key to long-term sustainability of any pharmacy.
Secondly, when advertising professional services,
do so in a dignified manner. Use advertising agents
that understand what is required by the regulations
governing the profession and consult us at the PSSA
for advice. Remember, as the Responsible Pharmacist, you must insist on signing off on any advertising
as you will be held legally accountable for all advertising done in the name of your pharmacy.
Finally, remember that advertising is all about
changing perceptions and creating an image. Be
prepared to live up to the expectations you invoke
in your client’s mind through the advertising of your
professional services!
Gary S Black