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How can independent pharmacies draw more patients to them for advice and treatment? Victoria Goldman investigates…

In December 2025, the Medicines and Healthcare products Regulatory Agency (MHRA) approved the reclassification of fluticasone propionate as a P-medicine to prevent and treat allergic rhinitis (hayfever) in teenagers aged 12 and over. Previously, the only corticosteroid nasal sprays for hayfever sold from pharmacies without a prescription were for adults aged 18-plus. 

According to the UK Health Security Agency (UKHSA), cases of hayfever have trebled in the last 20 years. This common allergic condition usually develops for the first time in children or teenagers, although it can occur at any age, and can have a significant impact on people’s general health and wellbeing.

Therefore, increasing the pharmacy range of effective hayfever medicines for all age groups is important. 

“Hayfever, if poorly managed, can lead to health complications such as sinus infections, or even the development of asthma,” says Anne Biggs, deputy head of clinical services at Allergy UK. 

“If not optimally managed, hayfever can have a huge negative impact on quality of life, sleep, wellbeing and, for students, exam performance. It’s important to not dismiss it and to ensure that patients can access the optimal treatments and symptom management.”

Putting Pharmacy First

Community pharmacies should be the first port of call for mild to moderate hayfever symptoms. Many over-the-counter hayfever medicines are cheaper than a prescription charge, and most GPs will only prescribe hayfever treatments for severe cases. 

Anne Biggs recommends that community pharmacists ask local GP surgeries to promote the role of pharmacies in hayfever management.

“Community pharmacists should push for clinical pathways that involve both GP practices and community pharmacists at a local level, to ensure the patient is seen by the right person at the right time,” she says.

“They should be a part of local, regional and national working groups, to ensure their role is factored into new pathways and considered when looking at promotional material.”

Well Pharmacy agrees that pharmacy teams should start engaging more with their local GP surgeries and explain the treatment options that pharmacists can offer. “There are new hayfever products released every year,” says Wendy Lee, pharmacist at Well Pharmacy.

“Some of these are reclassified from POM to P or from POM to GSL, so it’s always useful for the pharmacy team to discuss what’s new on the market and how each product compares with existing options. Empower pharmacy colleagues to become hayfever experts and enable them to recommend the most appropriate treatment options for each patient.”

Supermarkets and grocery stores often sell cut-price hayfever medicines without any healthcare advice for customers. Community pharmacists therefore need to highlight their own specialist role as accessible healthcare providers offering individualised patient-centred care.

According to Well Pharmacy, timing marketing campaigns to coincide with the hayfever season, when pollen counts are high, is important, as this is when patients are most likely to be seeking treatments. Promotional materials should educate about key hayfever symptoms and the range of pharmacy products available. 

“Community pharmacists can encourage more people with hayfever symptoms to visit them by running in-store health promotions,” says Jyoti Buxani, locum community pharmacist, “and can also advertise on their website and social media, stressing the importance of freeing up the GPs’ time and educating patients about putting pharmacy first. Using Facebook, Instagram etc, would help to reach the people accessing these platforms.”

Hayfever management

Hayfever and viral infections share many common symptoms, such as a blocked nose, sneezing and irritated eyes. Moderate to severe hayfever can also cause a cough, headache, fatigue and asthma-like symptoms. This may make it more difficult to diagnosis new cases of hayfever, especially in early spring when the beginning of the hayfever season overlaps with the tail end of the main winter viruses season.

“Pharmacists can distinguish hayfever from viral infections by looking at symptom patterns and timing,” says Alwyn Fortune.

“Itching of the eyes and nose, clear watery discharge and symptoms that worsen on high pollen count days are typical of hayfever. Pharmacists can provide practical advice on reducing pollen exposure, including checking pollen forecasts, wearing wraparound sunglasses and showering after being outdoors. Fever, body aches and thick coloured mucus or a new continuous cough may indicate an infection and require referral.” 

A wide choice of hayfever medicines are now available from pharmacies, but Anne Biggs says that this can lead to patient confusion.

“Pharmacists are in a unique position to deliver patient education at the point of care, provide support and give expert advice,” she says.

“They can use their specialist knowledge to educate patients on medicines and ensure the correct use of allergy devices such as nasal sprays. A simple ‘Have you been shown how to use this device?’ can help.”

Alwyn Fortune says it’s important to tailor hayfever medicines to each patient’s symptoms. “Steroid nasal sprays are usually the most effective option for nasal congestion,” he says, “while antihistamines can relieve sneezing and itching, and anti-allergy eye drops may be added where eye symptoms are prominent.

“Pharmacists also consider factors such as driving, pregnancy and the severity of symptoms when recommending treatment, and may advise combination therapy for people with more persistent symptoms.

“Pharmacy teams already undertake extensive training to support safe allergy management, and continued access to up-to-date guidance and professional development will help ensure they remain confident in delivering high-quality care.”

Most people with hayfever experience symptoms for several weeks or even months at a time. Using over-the-counter medicines regularly can therefore be expensive. Jacquie Lee, Numark medication safety officer and information pharmacist, advises pharmacists to recommend cost-effective medicines such as generic versions, as well as drug-free approaches and self-management advice.

“If medicines aren’t suitable, or patients are looking for additional ways to relieve and manage symptoms, there are a range of steps they could take,” she says.

“For some customers, pharmacists can recommend using a petroleum jelly or an allergen barrier balm to the nostrils and the bones of the eyes before going outside. This will trap pollen and assist in avoiding hayfever symptoms.” 

Hayfever treatments are evolving all the time, especially with the rise of immunotherapy for long-term management. Anne Biggs says that community pharmacists need to stay up to date with changes to guidelines and new treatments. “Pharmacists can support people with allergies by being aware of evidence-based information and resources,” she says.

“They should understand the social-psychological impact of living with hayfever and know of locally available support for patients, as well as national charities such as Allergy UK.”