Guide
Pharmacy websites for Pharmacy First
One of the most-searched NHS pharmacy services — and one of the easiest to under-explain on a website.
List the actual conditions covered
Patients search for the specific condition — UTI, sore throat, earache, infected insect bite — not the scheme name. Name each condition your pharmacy sees under Pharmacy First, not just "Pharmacy First available here."
Say plainly that it’s free and same-day
Pharmacy First is NHS-funded and typically same-day — this is a genuine advantage over booking a GP appointment, and the website should say so clearly rather than assuming patients already know.
No booking widget required
Unlike private services, Pharmacy First consultations are usually walk-in. A clear "no appointment needed, just come in" message does more good than a booking form here.
Link it to your opening hours
Same-day only works if patients know when you’re open — keep opening hours visible on the same page, not just in the footer.
What Pharmacy First is, in plain English
In England, the NHS Pharmacy First service lets patients get advice and, where appropriate, treatment from a community pharmacy for a set list of common conditions, without needing a GP appointment. It launched in January 2024 and builds on earlier minor illness referral schemes. Arrangements differ in Scotland, Wales and Northern Ireland, so if you operate outside England check the equivalent local service and word your page accordingly.
The seven conditions covered in England
Patients search for their symptom, not the scheme name, so list the conditions and describe them in everyday language. The seven clinical pathways are:
- Sinusitis
- Sore throat
- Earache (acute otitis media)
- Infected insect bite
- Impetigo
- Shingles
- Uncomplicated urinary tract infection (in women)
Each pathway has eligibility criteria, such as age ranges or symptom checks, and the pharmacist may refer a patient on if they are not suitable. Say so on your page rather than implying that everyone will be treated.
What to tell patients about cost and access
- The consultation is NHS-funded. Medicines supplied may be subject to the usual NHS prescription charges unless the patient is exempt; explain this plainly.
- Patients can usually walk in, or be referred by NHS 111 or their GP practice. Be clear about what applies at your pharmacy.
- Availability depends on a pharmacist being on duty and a private consultation room being free, so avoid promising a fixed time.
Do not turn a walk-in service into a booking funnel
Unlike private clinics, Pharmacy First is usually walk-in, so a booking widget can set expectations you cannot meet. A better approach is a short, clear message: “No appointment needed, just come in during opening hours”, plus a phone number for anyone who wants to check availability first.
Link it to your opening hours and location
The advantage of Pharmacy First is speed and convenience, so the page should make it easy to see when you are open today and how to get there. Show opening hours, including late closing or weekend hours, on the same page rather than only in the footer.
Include safety-netting advice
A short, calm section on when to seek urgent help is both helpful and responsible. For example, direct patients to NHS 111 or emergency services if they feel seriously unwell, and make clear that Pharmacy First is for specific minor conditions. Link to NHS guidance on each condition so patients get reliable information.
Help patients find you for the right searches
Title and heading the page around the service, mention your area, and add short sections for the individual conditions you want to be found for. Keep your Google Business Profile services list consistent with the website. Ask patients who had a good experience to leave a review.
Use it to introduce your other services
A patient who comes in for a Pharmacy First consultation is already in your pharmacy. A light-touch link to your other services, such as travel vaccinations or ear wax removal, helps them find those when they need them. Keep it informational and avoid pushing private services onto an NHS patient.
Frequently asked questions
Does Pharmacy First apply outside England?
The named Pharmacy First service described here is the NHS England scheme. Scotland, Wales and Northern Ireland have their own minor ailment or common condition services, so describe the local service if that is where you operate.
Should I use the words Pharmacy First on my page?
Yes, because people search for it. But also use the condition names, because that is what most patients type when they are unwell.
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