An article titled 'The Intimate Facts' published in February 2015 on the Independent Community Pharmacist website stated that 39% of women polled in a YouGov survey would be too embarrassed to talk to their pharmacist about intimate conditions. Customers find it difficult discussing their symptoms therefore it is important that you approach them sensitively.

Before starting a conversation with a customer consider the following:

• Ask the customer if they would like to discuss their condition in private and reassure them that the conversation will be confidential. Use the consultation room if the customer wishes.
• Try to put the customer at ease by saying that symptoms are common and there are treatments available OTC for some symptoms or conditions.
• By actively listening to the customer and using the WWHAM questions correctly you can obtain the relevant information to offer accurate advice without embarrassing the customer further.
• Remaining professional by trying not to appear embarrassed or uncomfortable yourself will also help to put the customer at ease.
• Always offer self-help advice to customers as often this can give them the option of managing their condition and prevent future re-infection.

These conditions can cause anxiety as women are embarrassed about their symptoms which can lead to depression and affect their day to day activities, particularly their intimate relationships. Therefore getting the right treatment for these conditions is imperative and you have a vital role in ensuring that customers receive the correct advice. Your skill and sensitivity in supporting customers can have an impact on their health and wellbeing and will help encourage them to return to your pharmacy in the future.