Navigating flu season

Community pharmacies in England are facing mounting pressures as they adapt to an increasingly complex healthcare landscape. While the introduction of clinical services has brought significant benefits to both patients and the sector, pharmacists continue to manage rising prescription volumes — driven by an ageing population, a surge in chronic conditions, and the impact of ongoing pharmacy closures. The rollout of the Pharmacy First service is well underway, with more patients accessing care directly through their local pharmacy. Increased public awareness is driving demand, particularly during the winter months when seasonal ailments like sore throats are prevalent. Although GP referrals have been inconsistent, we’re seeing a steady rise as the service evolves and success stories are shared across the sector. This growth is encouraging, but it also brings additional workload — especially when combined with the annual flu vaccination programme, which this year includes a new cohort of patients. Supporting your pharmacy this flu season

To help manage this growing demand, digital tools like Digital Gateway and PreConsult are supporting pharmacy teams by improving efficiencies and saving valuable time — freeing them up to focus on patient care. It’s an exciting time for pharmacy, with new opportunities to deliver frontline care. However, the challenge remains: community pharmacies are expected to handle increased patient volumes without proportional increases in support or funding. To alleviate these pressures, especially during flu season, embracing technology and streamlining services will be key to sustaining high-quality care. For over 20 years, we’ve been helping UK community pharmacies thrive and deliver better patient care. As services expand and challenges evolve, we’ve been there to support our customers in navigating change and embracing new ways of working. Discover how our solutions can help you to transform your service model and take your pharmacy to the next level.

Sima Jassal, Clinical Director, Optum

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