90% of pharmacists who responded to a survey by the magazine Chemist + Druggist have said that they see loss leaders by pharmacists as dangerous for independent pharmacists. Only 10% thought loss leaders had a positive effect on the industry. The large multiples who are behind the loss leading policies said that it was important to think of new ways to innovate and it was not necessarily a bad thing. However, Claire Ward, CEO of The Independent Pharmacy Federation, said the reality was that loss leading was not a sustainable business model for independents. She commented: “The way forward is not to be seen as a bargain basement of medicines and ancillary items, but as a high-quality healthcare professional who delivers services and quality dispensing advice without the need for an appointment.”