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Researchers from the University of Oxford today (December 8) started recruiting for a clinical trial to test novel antiviral Covid-19 treatments for early use in the illness by people in the community and those who are at higher risk of complications. Partnering with the National Institute for Health Research (NIHR), colleagues in several UK universities, and the NHS UK-wide, the Platform Adaptive trial of NOvel antiviRals for eArly treatMent of Covid-19 In the Community (PANORAMIC), is a national priority trial, and will be open to participants from across the UK. The first treatment to be tested by the UK Antiviral Taskforce will be molnupiravir, a Covid antiviral pill already licensed by the MHRA. Britain became the first country in the world to approve molnupiravir, which was jointly developed by U.S.-based Merck & Co Inc and Ridgeback Biotherapeutics, in November.

Jhoots Group, a West Midlands based independent community pharmacy chain, has unveiled plans to expand its digital services after securing a funding worth £8.23m from HSBC bank. The new money will allow the groups branches to offer a digital platform for customers to request prescriptions online, enabling the implementation of a hub and spoke dispensing system to automate prescription deliveries. The innovation aims to reduce the burden of manual processes on pharmacists, allowing staff to use their time efficiently and support the NHS by offering vaccines and minor ailment medicine services. San Jhooty, chief operating officer at Jhoots Group, said: "When faced with the unprecedented challenges of the pandemic, primary and community services came together to support the community and each other.

ITV on Tuesday (Aug 15) said it had agreed to invest in pain relief brand Flarin Holdings Ltd, making it the British broadcaster's first consumer healthcare investment. The company has agreed to subscribe for £2 million worth of shares in Flarin, with an option to subscribe for two more tranches of 1.5 million pounds each. In return, Flarin would get advertising space across ITV's channels and ITVX. ITV said its investment will "help Flarin build mass market brand awareness by bringing the brand to millions of consumers via ITV platforms. This will be a step change in the size of the campaign and the approach to scaling the Flarin brand to date." Director of ITV AdVentures, Sheena Amin, said: "It's fantastic to be announcing our latest Media for Equity investment into Flarin. With its innovative and patented lipid technology, Flarin offers many unique benefits to those suffering from joint and muscular pain compared to any other product on the market. Flarin is already one of the fastest growing analgesics in the market and I am confident that we will see the company grow to new heights following a brand building campaign across ITV."

Skelmersdale-based online pharmacy Chemist4U has secured a £12 million investment from Pitalia Capital, an equity investment company led by Anil Pitalia. Chemist4U is part of JCCO Healthcare, which also houses the weight management platform myBMI. Anil Pitalia is a health enthusiast, who heads SpaMedica, a company providing cataract surgery to the NHS. This investment will propel the group's expansion, with John Davies, Managing Partner of Pitalia Capital, joining the board, the company said. Moreover, it will facilitate the extension of services by myBMI in the realm of weight management. "Our goal is for Chemist4U to emerge as one of the largest NHS dispensing facilities in the country, while also providing vital support to our partners through our rapidly expanding outsourced dispensing services division," said said James O'Loan, Chief Executive Officer of both Chemist4U and myBMI, who joined Chemist4U as a superintendent pharmacist in 2012 before becoming CEO in 2018. Meanwhile, Anil Pitalia, Head of Pitalia Capital based in Bolton, cited the compelling growth potential as the driving force behind his investment in Chemist4U's next-day medicine delivery service.

In a rapidly evolving and competitive landscape, the pharmaceutical industry faces unique challenges when it comes to marketing its products and services. With stringent regulations, complex target audiences, and a need for trust and credibility, pharma companies need to employ effective marketing strategies to stand out in the crowd. In this blog article, we will explore some key marketing strategies for the pharma industry that can help boost their visibility, engage their target audience, and drive business growth. UNDERSTANDING THE UNIQUE LANDSCAPE The pharma industry operates in a highly regulated environment, where compliance and ethical considerations play a crucial role. Before diving into marketing strategies, it is essential to have a deep understanding of the industry's dynamics and the target audience. Researching the market, identifying patient needs, and studying the competitive landscape are vital steps in developing an effective marketing plan. EMBRACING DIGITAL TRANSFORMATION Digital transformation has revolutionized marketing across industries, and the pharma sector is no exception. Embracing digital channels and technologies can significantly enhance the reach and impact of marketing efforts. Pharma companies can leverage social media platforms, create engaging content, and build online communities to connect with patients, healthcare professionals, and other stakeholders. Implementing robust digital marketing strategies allows for personalized messaging, real-time communication, and targeted campaigns that resonate with the target audience.

The Scottish Government and Community Pharmacy Scotland have agreed to roll out next month a new national service to provide emergency access to supplies of naloxone. An NHS circular signed by Alison Strath, Chief Pharmaceutical Officer of Scotland, advises that the emergency supply service will be added to the community pharmacy Public Health Service from 30 October 2023. It states that community pharmacy contractors and pharmacy teams should ensure they are familiar with the new arrangements. Community pharmacy contractors have been asked to ensure that pharmacy teams complete the e-learning module for naloxone emergency supply. They are also encouraged to join webinars to support the implementation of the service which will be held on Wednesday 4 October and Tuesday 14 November at 19:30. Details of how to register can be found at on NHS Scotland's Turas platform.

Pharmacist Support, a charity centred on bolstering pharmacist well-being, has launched the 'ACTNow' campaign 2023, aimed at promoting and supporting the health and overall wellbeing of pharmacists. This campaign is launched following the successful 2022 initiative, which heightened awareness about wellbeing in the pharmacy profession. Launched in May 2020 in response to COVID-19 challenges, ACTNow has transformed into a dynamic platform fostering positive workplace culture, teamwork, and individual well-being, Pharmacist Support has said. Its primary goals are to inspire individuals and teams in the profession to prioritise their well-being, support colleagues, and proactively foster a healthier work environment. Pharmacist Support emphasised that the 2023 ACTNow campaign will continue to prioritise fostering a positive workplace culture. "This year, the campaign will provide individuals, pharmacy teams, and employers with essential tools, resources, and strategies to effectively support colleagues dealing with distress, all while cultivating a growth-oriented mindset within their teams," the charity firm said.

The Intime range from incontinence experts Ontex provides maximum protection and the low hipster waist has been designed with discretion and comfort in mind, absorbing eight times its own weight. The innovative hipster shape brings a perfect fit that works with any outfit, to provide a comfortable sensation and maximum wear-ability for the user. The slim core means that women will never feel a bulky sensation when wearing Intime. Prices start from £8.99 for a pack of 12 and can be purchased via the AAH ordering platform, or through your local AAH contact.

harac, an NHS-integrated one-stop platform for independent community pharmacies, and the National Pharmacy Association (NPA) have announced their long-term partnership to allow pharmacies to deliver the broad range of services needed to support the public. The NPA and Charac will collaborate with members of the NPA and beyond to accelerate the necessary digital transition of independent community pharmacies, particularly given their importance to poorer communities and less advantaged individuals at high risk due to potential pharmacy closures. The partnership is part of the NPA's efforts to improve the online presence of community pharmacies, including patient application, online booking, website design, and a delivery service. With Charac similarly dedicated to bettering digital interaction with patients, the new joint ecosystem will provide pharmacies with the necessary funding and cutting-edge technology to aid delivery of primary care.

Community pharmacies in England will continue to receive the free protective equipment (PPE) as the Government's scheme has been extended for another year until March 2024. The Department of Health and Social Care (DHSC) has announced that it will continue to supply all categories of PPE, free of charge, for frontline health and social care staff according to demand until the end of March 2024, or when stocks run out. Last year, DHSC implemented a new and improved portal platform for eligible providers to access free COVID-19 related PPE supplies. The Pharmaceutical Services Negotiating Commitee (PSNC) said: "Community pharmacy teams can continue to order PPE from the NHS PPE portal for free for as long as stock is available."

The Medicines and Healthcare products Regulatory Agency (MHRA) and the Committees of Advertising Practice (CAP) have issued a joint enforcement notice about the 'illegal' advertising of Kenalog injections on digital platforms. The notice warns all organisations offering Kenalog as a 'hay fever treatment' to stop advertising it in any of their social media or website advertising. "Kenalog is a prescription-only medicine (POM), which must not be directly or indirectly advertised to the public. Kenalog is not licensed for the treatment of hay fever in the UK, although it is offered by some beauty and aesthetics clinics, under the personal responsibility of an individual prescriber, and advertised widely on social media," said MHRA. "Now, advertisers must ensure that all references to Kenalog in the text, images or emojis on social media are removed, as well as commonly-used descriptive phrases for the jab such as 'hay fever injection' or hay fever jab' or any account names, testimonials or memes by 29 August 2022." After this date, the CAP's compliance team will remove non-compliant ads using targeted software and those who continue to promote it may be referred to the MHRA for further enforcement action.

Alitam has announced that it has merged with clinical skills training provider MHRx to upskill UK pharmacists so that its chain of community pharmacies in the UK can diagnose and treat minor medical ailments "quickly and safely". This is a second merger deal announced by the group that has 100-plus pharmacies, just days after its merger with Pharmadoctor to "radically transform the UK and Ireland's community pharmacy sector" into a truly preventative healthcare system. Following the merger with MHRx, Alitam will now be providing a career development platform for its pharmacy teams, which also include nurses and other healthcare professionals. MHRx's training incorporates every aspect of general practice alongside relevant topics including making appropriate patient consultation records in line with NHS guidelines. This, Alitam believes, will allow community pharmacies to carry out formal diagnoses, formulate differential diagnosis plans, and perform full clinical examinations. According to the founder and CEO Feisal Nahaboo, mergers such as these will lead to "a healthcare revolution predicated on building the world's first truly preventative healthcare model".

Locate a Locum's analysis has found that there has been around 14 per cent rise in rate of locum pharmacists in a year. The report said: "Post-covid locum pharmacist rates remain at an all-time high because of a variety of internal and external factors, including continued strong local and regional demand for pharmacist services, which is more acute in some areas, and some persistent last-minute or unplanned booking activity among pharmacies." The study is based on an analysis of more than 30,000 locum pharmacist shifts booked on the Locate a Locum platform between April 1 and June 30 this year and compared with the same period in 2021. "Locum pharmacy rates are a hot topic within the industry and this interest looks likely to continue, particularly given our latest analysis of rising prices and our assessment that if current market conditions persist, they will continue to increase into 2023," said Locate a Locum founder and chief executive Jonathan Clarke.

Boots has partnered with Uber Eats to deliver beauty essentials and healthcare products to customers' doors in 30 minutes. Medicines for minor ailments such as coughs, colds, hay fever, mild pain, rashes as well as COVID-19 test kits can be ordered through Uber Eats. Boots is partnering with the doorstep delivery company with a pilot in 14 of its stores around the UK, with 13 of those stores giving customers within range access to third-party doorstep delivery of Boots products for the very first time. Uber Eats customers within range of participating Boots stores can choose from more than 900 products available for delivery straight to their homes or workplace, including toiletries, medicines for minor ailments, food and drink options, and best-selling beauty and gifting options perfect for a last-minute gift or treat. Paula Bobbett, Chief Digital Officer at Boots said: "We are hugely excited to be launching our partnership with Uber Eats. As the first health and beauty retailer on its platform, we can offer an extensive range of product options to customers for delivery straight to their door. Whether it's medicines for mild illnesses or last-minute gifts, beauty items or top-ups of a favourite skincare brand, we can meet all our customers' needs both quickly and conveniently."

Pharmaceutical Press, the Royal Pharmaceutical Society publishing arm, has announced its partnership with Datapharm Ltd. Under the new partnership, Electronic Medicines Compendium (emc) the latest product to be added to MedicinesComplete, the online medicines information platform from Pharmaceutical Press. MedicinesComplete users can easily search emc information, with direct links to the trusted, clinical guidance from the British National Formulary (BNF). "emc through MedicinesComplete will include printable, ready-to-use patient information leaflets written by manufacturers to use at the point of care, and users will have access to an unlimited number of searches. In addition, emc will also include the full Summary of Product Characteristics (SmPC) document, which accompanies all regulator approved medicines in the UK," said the RPS. Available to all countries outside the UK, emc will be launched early next year on subscription through MedicinesComplete. UK access is available on request.

The Digital Medicines Transformation Portfolio (DMTP) was able to deliver the electronic prescription service (EPS) in Wales - just 20 months after starting the project - with support from key partners in the NHS and industry. Patients in Rhyl were the first to benefit from the new service, which allows GPs to send prescriptions electronically to the patient's choice of community pharmacy, without the need for a paper form. The new EPS service is currently in a live testing phase, with a phased roll out across Wales expected from January 2024. DMTP, which is hosted by Digital Health and Care Wales (DHCW) has worked closely with NHS England, who provided the core EPS platform that has been developed for use in Wales. NHS Wales Shared Services Partnership has also made a major contribution in the project, incorporating digital reimbursement to pharmacies and putting security measures in place.

Pharmacy teams are being encouraged to support the ground-breaking Platform Adaptive trial of Novel antivirals for early treatment of Covid-19 In the Community (PANORAMIC) study by raising awareness among patients. The study aims to find out whether new antiviral treatments can help Covid-19 patients avoid hospital admission and support a quicker recovery. The PANORAMIC trial will allow researchers to gather data on the potential benefits of treatments to patients and will help the NHS to develop plans for rolling out the products to further patients in 2022. Anyone over the age of 50 or between 18 to 49 with certain underlying health conditions can participate in the trial after receiving a positive PCR or lateral flow test result for Covid-19. People who wish to participate in the trial can sign up themselves through the study's website and may be contacted by a member of the clinical team in a general practice that has been set up to deliver the PANORAMIC trial.

More than 5,000 vulnerable people have enrolled for the ground-breaking Platform Adaptive trial of NOvel antiviRals for eArly treatMent of Covid-19 In the Community (PANORAMIC) study on life-saving antivirals. With this the UK is now one step closer to rolling out the innovative medicines, which would help reduce the severity of symptoms and the risk of hospitalisation or death. Success of the study would eventually help to ease pressures on the NHS. Anyone over the age of 50 or between 18 to 49 with certain underlying health conditions can participate in the trial after receiving a positive PCR or lateral flow test result.

The world's first human challenge trial in which volunteers were deliberately exposed to Covid-19 to advance research into the disease was found to be safe in healthy young adults, one of the companies running the study said on Wednesday. The data supports the safety of this model which could theoretically provide a "plug and play" platform for testing therapies and vaccines using the original Covid-19 strain as well as variants of the virus, Open Orphan, which carried out the study, said in a statement. Open Orphan is running the project, launched a year ago, with Imperial College London, the UK government's vaccines task force and the clinical company  hVIVO. The trial infected 36 healthy male and female volunteers aged 18-29 years with the original SARS-CoV-2 strain of the virus and closely monitored them in a controlled quarantined setting. They will be followed up for 12 months after discharge from the quarantine facility.

The General Pharmaceutical Council (GPhC) has called for comments and views on the recently launched consultation on selecting the appropriate mode of consultation when assessing a person's needs by pharmacy professionals including pharmacist prescribers. The guidance note sets out what the pharmacy professional or prescriber, in agreement with the patient, needs to consider when selecting the mode of consultation - such as face-to-face; video-link, video-chat, or other online platforms; telephone and online questionnaires - best suited to gaining the information needed to deliver safe and effective pharmacy care. The principles outlined in the guidance apply to consultations undertaken in all pharmacy settings, including those undertaken by online pharmacy services providers. "Our plan is to include the contents of this guidance note in the document: 'In practice: Guidance for pharmacist prescribers' when we undertake our next review," said the regulator.