Tesco and Cancer Research UK have launched their joint initiative in the town of Burnham-On-Sea to motivate local consumers to have a conversation with the pharmacist working in-store if they notice any suspicious symptoms. It is a major awareness campaign on the potential symptoms of cancer that will reduce the barriers created before people approach someone for advice regarding them.
This enables customers to realize and acknowledge any changes within their bodies and be more confident when talking about them with health professionals. The campaign, supported by the expertise of Tesco pharmacists who have received Cancer Research UK’s specific training, provides customers with an unusually accessible opportunity to engage in discussions about health while at the supermarket.
Tesco Head of Pharmacy Paul Pilkington said, “For many the fear of hassle or that they are wasting the GP’s time, poor access to GPs, or leading busy lives all contribute to being seen as not seeking advice when needed. Many could seek advice from pharmacists on worrying symptoms leading on to a quicker diagnosis and better outcomes.
A study by Cancer Research UK reveals that last year, almost half of the patients experiencing possible cancer symptoms did not visit the GP within the six months. The campaign seeks to reverse this trend through bringing a welcome sense of hospitality in discussing health matters. In making it easier for people to find a reason to ask their questions, Tesco pharmacists can remind them to seek further medical consultation should they need it.
Explains Michelle Mitchell, Chief Executive of Cancer Research UK: “The main reason is that the sooner people are diagnosed, the bigger their chance of survival. Our partnership with Tesco aims to make health information and support more accessible.”.
The campaign runs until September 29 and is accompanied by materials intended to provoke conversations with in-store pharmacists regarding symptoms. All this plays into Tesco’s broader push to enhance public health through its partnership with charities such as the British Heart Foundation and Diabetes UK in challenging major health issues that threaten the UK public, including cancers, heart disease, and type 2 diabetes.
