Australians can expect supermarkets to continue to push for legislative changes to enable them to sell pharmaceuticals within their stores, according to Queensland University of Technology consumer expert Gary Mortimer.
Speaking at the Australian Pharmacy Professional Conference on the Gold Coast this morning, Dr Mortimer said while the federal government had so far put the brakes on supermarket giants' efforts to expand into the pharmaceutical industry this was the norm in many other countries.
"In the UK, Sainsbury, Tesco and Adsa have pharmacies located within their stores as do Wal-mart and others in the US and French retailer Carrefour," he said.
"With supermarkets already having a vested interest in liquor, fuel, hardware, technology and other industries the push to also sell pharmaceuticals is unlikely to lose momentum.
"Big W's move into optometry is an example of large retailers actively moving into the health arena and preparing to capture a larger slice of Australia's aging population."
Dr Mortimer said supermarkets had undertaken significant market research to better position themselves within the health space, resulting in new aisle layouts and better signage to make it easier for shoppers to select medicinal products.
He recognised there was support for having pharmacies located within supermarkets, as benefits could include improved access to pharmacy services for rural and remote regional communities, the possible alleviation of pressure on GPs and medical centres and more flexible purchasing arrangements such as online ordering and automated dispensaries.
A recent survey by the Pharmacy Guild of Australia found the majority of shoppers were still loyal to their community pharmacy. Findings suggest 62 per cent of shoppers sought information about medicines or treatments of minor illnesses from a community pharmacist in the past year.
On July 1, 2012, amendments to the Community Pharmacy Agreement will allow pharmacists to re-issue prescription medicines to patients once only, saving patients a trip to the doctor and highlighting the trusted position pharmacists hold.
"Quality advice, fully-trained pharmacy assistants and trust are the most important competitive advantages pharmacies have to offer," Dr Mortimer said.
"Health care in Australia isn't seen as a commodity that can be bought like a can of baked beans or a two litre bottle of milk.
"Unlike the majority of goods purchased at a supermarket, customers demand quality advice when purchasing over-the-counter medicines.
"Unless a carefully considered model is developed, we will never see pharmacies in supermarkets in Australia.
"But that won't stop the supermarket giants trying. After all, pharmaceuticals are seen by them as one of their last great opportunities for expansion."
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For interviews contact Dr Gary Mortimer 0448 048 433. Media contact: Rose Trapnell, QUT media officer, 07 3138 2361 or 0407 585 901 rose.trapnell@qut.edu.au
