Dutch pharmacists revamp their image

The Dutch pharmacists' organisation has launched a 17 million guilder (pounds sterling 6.2m) campaign to increase the profession's profile and emphasise its role in the health care system. The three year campaign aims at encouraging people to turn to dispensing chemists for advice about medicines. Backed by a series of television advertisements about medicines and their use, the campaign aims at dispelling the image of the pharmacist as a well paid glorified shop assistant. According to the association's research, half the …