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“Smart” should suffice

From Mr P. B. Lowe, MRPharmS


I refer to the letter from Geoff Swift (PJ, 16 March 2013, p300). The principle functions of work-related clothing are protection, identification, evidence of authority and advertisement. The white coat as protection became unnecessary (and, by implication, an affectation) for community pharmacists when they stopped making medicines and its adoption by delivery drivers and ice cream sellers has severely diminished identification with a healthcare role. The pharmacist more effectively identifies his or her availability to patients by adopting smart clothing, a confident demeanour and a badge and his or her authority by the advice or instruction imparted. Admittedly, many sportsmen effectively use dress to advertise and community pharmacy could, right now, use an alternative income stream. But a brand-embellished white coat would probably not be Mr Swift’s garment of choice.

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Peter Lowe

Newcastle upon Tyne

Citation: The Pharmaceutical JournalURI: 11119505

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