Pharmacists have the chance to transform themselves into a new kind of frontline healthcare professsional - and pharma companies can benefit from new alliances, say Fawz Farhan and Paul Lowndes

Pharma companies have always had good links with prescribers, and GPs, as the traditional prescriber, have been the most obvious target for the industry, with face-to-face contact, meetings and continuing medical education. But things are changing, and GPs are no longer considered the only ‘frontline’ healthcare professionals. In particular, pharmacists, like nurses, are breaking out of their traditional ‘backroom’ roles and becoming more engaged in with patients and patient care.