SCIENCE HUMANISED: RETHINKING PHARMACY AND SELF-CARE: A FRESH CONVERSATION WITH DR AUSTEN EL-OSTA (PART 2).

The Changing Role of the Pharmacy

Pharmacy First and the Burden on Healthcare 

Austen acknowledges the reality: GPs and pharmacists alike are under mounting pressure. While the Pharmacy First scheme aims to ease demand on GPs by empowering people to seek help at their local pharmacy, the reality is that pharmacies are also incredibly busy juggling their business needs with an expanding set of services. 

Evolving Business Models 

As small pharmacies find it hard to survive, we’re seeing the rise of larger pharmacies with broader offerings, including health checks, digital services, and even HIV prevention. This trend mirrors practices in other countries, where pharmacies often provide essential, wide-ranging health services in rural and urban areas alike. 

Beyond “Pharmacy” 

Is “pharmacy” even the right word anymore? Austen suggests the need to update public perceptions: today’s pharmacy should be a first-stop wellness hub—where you can learn about your health, access not just medicines but advice, blood pressure checks, health foods, and even the basics of biohacking!. 

Supporting Self-Care Competencies 

The Pre-Primary Care Bubble 

Austen urges us to see pharmacies as more than dispensaries. They can empower people with tools and education: whether it’s blood pressure monitoring, insulin self-injection, or simply understanding mental health as a core pillar of self-care. 

The Need for Tier 3 Pharmacies 

He highlights the need for more “Tier 3” pharmacies, which offer a much wider spectrum of support and services. This not only encourages better self-care but can ultimately keep people healthier and out of primary care for longer. 

The Power of Health Communications 

How Agencies Like Verve Can Help 

Austen sees a vital role for healthcare communication agencies: making self-care concepts clear, raising awareness about available technologies, and supporting both the public and professionals with simple, accurate information. He calls for myth-busting—such as helping people understand the real differences between common medicines like ibuprofen and paracetamol. 

Bringing Policy and R&D to the Forefront 

By sharing research priorities, policy updates, and new guidelines from organisations like WHO, communicators can keep everyone in the loop about global developments and best practice. 

Measuring What Matters 

From Outcomes to Activation 

Traditionally, the focus has been on things like blood sugar or vital signs. But newer tools, such as the Patient Activation Measure, seek to gauge how engaged people are in their own care—a key predictor of health outcomes. 

The CAPITAN Toolkit 

SCARU’s work now includes developing more holistic instruments that measure self-care abilities across multiple domains—not just as patients, but as everyday individuals. Prevention, he stresses, starts long before illness. The Self-Care Capability Assessment (CAPITAN) Toolkit can help people understand how self-care ready they are.  

The Boundless Scope of Self-Care 

No Boundaries, Many Pillars 

Self-care is about more than just products—it spans mental health, behaviour change, community support, digital tools, and much more. Austen’s role, he says, feels “boundless,” reflecting the sheer scope and complexity of the field. 

Making the Absolute Case 

Despite success stories, there’s still a need for rock-solid evidence to show policymakers that self-care is cost-effective, beneficial to social and mental health, and ultimately, society-wide. 

A Positive Story to Tell 

Austen encourages us to focus on the positives—on progress, not just problems. He closes with a gentle reminder: self-care should be empowering, enjoyable, and yes, sometimes about treating yourself to a cupcake. 

We’d like to thank Austen for his time and inspiring thoughts on the world of Self-care. 

Who we are

Verve is a health communications agency with the belief that great scientific communication doesn’t just inform – it connects, inspires, and drives action. Science is more than just clinical data and research papers; it’s also about the people it impacts and the ideas that shape the world around us. 

 Our philosophy at Verve, Science, humanised, brings together the precision of science and the power of human connection. We blend data with empathy, translating complexity into communication that resonates. Whether we’re creating compelling healthcare narratives, simplifying scientific breakthroughs, or engaging audiences with thoughtful storytelling, our mission is the same: to bridge the gap between knowledge and understanding. 

Because when science is understood, it becomes more than knowledge, it becomes meaningful. We don’t just convey facts; we create experiences that make science accessible, relevant, and engaging. Our approach ensures that every story is rooted in accuracy but delivered with emotion, inspiring people to take action. 

In a world where science is more important than ever, clear and impactful communication is key. Let’s make science something individuals don’t just read about-but truly connect with. 

Thanks for reading! Stay curious, stay connected – We give you Verve.