The Pain Code is a nationwide UK campaign launched to equip pharmacy professionals with the tools, knowledge, and confidence to advise responsibly on non-prescription pain relief, particularly codeine-containing medicines.

Objectives

• Educate and empower pharmacy staff to safely and confidently advise on non-prescription pain relief options, especially codeine-containing medicines
• Equip teams to handle sensitive conversations about analgesic misuse
• Increase consumer safety through professional guidance and better-informed pharmacy interactions

Target Audience

• UK pharmacists and pharmacy assistants

Key Activities and Approach

A comprehensive 360° campaign including:

Digital training modules

• 3 x 3-minute videos guiding pharmacy staff through pain-related customer conversations
• Built around protocols like WWHAM, offering practical tips and escalation strategies

Targeted digital marketing

• 1-month campaigns for each module
• Behavioural email drips, sponsored features in Pharmacy Magazine, social media ads

Print distribution

• 6-page high-quality training supplement in Training Matters magazine (QR code linked to digital content)
• 14,565 printed copies distributed to every UK pharmacy

Face-to-face training & webinars

• Delivered by Perrigo field sales and Skills in Healthcare
• Reached 1,600 pharmacy professionals via events at Boots, Day Lewis, Well Pharmacy, and independent chains

‘Did you know?’ media campaign

• Interactive tools to test pharmacy knowledge and direct to appropriate modules

Consumer engagement

• Over 50,000 “pain management cards” distributed to pharmacies to support patient interactions

Impact and Result

Reach & Training Engagement

• 25,159 module views (254% of target)
• 17,970 video completions (269% of target)
• Reached 117,996 HCPs – covering 100% of UK pharmacies

Knowledge & Confidence Boost

• Knowledge of mode of operation up 17%, side effects up 10%
• 87% of pharmacists and 81% of assistants reported high confidence recommending codeine-containing medicines

Consumer Insights

• 80% would consult a pharmacist on acute pain

Feedback

• Over 80% rated the training “excellent” on all assessed aspects
• 86% said it improved their understanding of responsible OTC analgesic use

Insights and Takeaways for Others

• Short, engaging training modules meet real-world pharmacy needs
• Consistent communication builds confidence around sensitive topics
• Blending digital, print, and face-to-face formats multiplies reach
• Pharmacist empowerment translates directly into safer consumer choices

Additional Resources and Contact

• Training hub: https://www.pharmacymagazine.co.uk/manufacturer-resources/perrigo-training-hub
• Campaign contact: Natalia.Shelton@perrigo.com