The “Pharmacy First” service is one of the tools available for the public to use to manage their own health. The service means pharmacists can supply prescription-only medicines, including antibiotics and antivirals where clinically appropriate, for seven common health conditions.

Creative development research was needed to help identify a route that would deliver to the campaign objectives of creating awareness of the service as well as what it can be used for, in a way that is engaging and also has an impact on intention to use.

We spoke to members of the public with experience of the seven common conditions, and to pharmacists as those delivering the service. Our insights provided clear assessment of how creative options were working, as well as direction for the campaign in terms of which route was most likely to achieve its objectives, and refinements to messaging and detail to optimise effectiveness.