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Mr Annabel said that while the
awareness created by advertising
would be useful, even without it
there is much that pharmacies can
do to raise consumer awareness
‘ The main thing, which can be
easily done, is to get the S3s that
can be displayed out the front so
customers can see what you’ve
got. It’s basic but it’s amazing how
many owners fail to get the basics
right in this area.
‘I think it comes from making so
much money from generics that
they haven’t really cared. Some S3s
need to be hidden from the public
view so what a lot of pharmacies
do is hide the lot because it’s
easier, neater and tidier to keep
them all together. Often they sit
on a dispensary shelf out the back
or on a side shelf somewhere
out of the way where no one can
‘ The first thing to do is get those
that can be displayed out the
front so customers can view them.
The other thing is to make sure
they are near the script out and
minor ailments service area so
they can be easily accessed when
giving advice and making product
recommendation,’ he said.
The Society submission says, ‘currently
PSA supports the advertising of
Schedule 3 medicines on a case-by-case
basis. We do not believe that all
Schedule 3 medicines are suitable for
advertising and we are opposed to price
promotion of these products.’
In its submission the Pharmacy Guild says
it is ‘open to supporting some modest
reforms to the current regulations for
the advertising of Schedule 3 medicines.’
It then goes to list the conditions under
which it would do so.
However, not everyone supports S3
The Australian Medical Association
(AMA) opposes DTC advertising
for prescription medicines and S3
medicines. In its submission the AMA
says, ‘many of the concerns about DTC
advertising of prescription medicines
also apply to Schedule 3 medicines
and there appears to be little benefit in
changing current regulations.’
The Consumer Health Forum of Australia
also opposes it. In its submission
it, ‘strongly opposes any relaxing
of Australia’s laws concerning DTC
Mr Schoombie is ‘quietly confident
that there may be an appetite from
government for change.’
He said: ‘We think it [the Review] is the
best opportunity for change that we’ve
seen in a very, very long time. We’ve
been pushing for reforms in this area
for the past 15 years and it’s been an
uphill battle. It is only in recent times
that we’ve had the kind of support that’s
required to achieve meaningful change.
‘ Things change over time,
not only politics but the
socio-economics of it all, and price
disclosure has certainly forced the
issue. There is no question about that.
‘People are now forced to think
differently about things. But the
potential [of S3s] has always been sitting
waiting to be had. And we all believe the
time is right for this to happen.’
The Review is scheduled to release its
report and recommendations by the
end of this month so Mr Schoombie
does not have long to wait to find if his
optimism is justified.
Nick Logan believes it is time the S3
category is allowed to advertise, but
with some restrictions.
‘I would like to see strictly enforced
guidelines for all advertising suggesting
that the consumer ask their pharmacist
if it is a suitable product for them.
Consumers deserve to be alerted to the
great products that exist in S3.
‘Introducing them to clinically effective
products and prompting them to
have a professional interaction with a
pharmacist can only lead to improved
primary health care,’ Mr Logan said.
However, he said that combination
codeine products and pseudoephedrine
containing products should not be
allowed to be advertised.
1. Daffey J. A wake-up call we had to have. Nov 200;19(10)580.
2. Australian Self Medication Industry. ASMI Response to the
Review of Medicines and Medical Devices Regulation, Jan 2015.
3. Pharmaceutical Society of Australia. Submission to the
Australian Government Department of Health Review of
medicines and medical devices regulation. Jan 2015. At:
4. The Pharmacy Guild of Australia. Submission to the “Review
of Medicines and Medical Devices Regulation Discussion
Paper”. Jan 2015. At: www.health.gov.au/internet/main/
5. AMA submission – Review of TGA medicines and devices
regulations. Australian Medical Association. Jan 2015. At:
6. Submission to the Review of Medicines and Medical
Devices Regulation. Consumers Health Forum of Australia.
Jan 2015. At: www.health.gov.au/internet/main/publishing.
S3 duck yet
MAXIGESIC® is the only combination analgesic that delivers
the maximum recommended daily OTC dose of Paracetamol
4000mg and Ibuprofen 1200mg, if required.*
References: 1. Merry, A. F., Gibbs, R. D., Edwards, J., Ting, G. S., Frampton, C., Davies, E. and Anderson, B. J. (2010). “Combined acetaminophen and ibuprofen for pain relief after oral surgery in adults: a randomized controlled trial” British Journal of Anaesthesia 104(1):
80-88. Result achieved in a trial of post-operative pain relief after removal of 1–4 wisdom teeth using Maxigesic® compared with Paracetamol 4000mg or Ibuprofen 1200mg alone per day in four divided doses.
Maxigesic® film coated tablets (Paracetamol 500mg and Ibuprofen 150mg; 10s, 16s and 30s) are a Pharmacist Only (S3) Medicine for the temporary relief of pain and reduction of fever. The usual dosage for Adults and Children over 12 years is 1-2 tablets taken every
6 hours with a full glass of water, as required, up to a maximum of 8 tablets in 24 hours. Patients should not take more than 8 tablets in a 24 hour period. Incorrect use can be harmful. Do not use in children under 12 years or if patients have kidney disease. Do not use if
patients have asthma or a stomach ulcer. Do not combine with any other Paracetamol or Ibuprofen containing medicines. Patent No. 2005260243.
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DOUBLE ACTION PAIN RELIEF WITHOUT CODEINE
}MAXIGESIC® DELIVERS MORE
MAXIGESIC® delivers 2.5 times more
combined Paracetamol and Ibuprofen than
Nuromol®** at maximum recommended
daily dosage, if required*
Clinically proven to reduce pain levels by at
least 32% more than a full daily OTC dose of
either Paracetamol or Ibuprofen alone1.
}SIMPLE, FLEXIBLE DOSAGE REGIMEN
1–2 tablets up to 4 times per day, if required,
offers flexibility and control in managing
HARTLEY ATKINSON, Pharmacologist and Inventor of MAXIGESIC®
* 2 tablets of MAXIGESIC® taken every 6 hours over a 24 hour period
** Nuromol® is a registered trademark of Reckitt Benckiser Group PLC
Please review the full Product Information before recommending,
available at www.maxigesic.com.au
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