The twenty-first century has brought in an era that is more sexualised than ever before.

That can create huge difficulties for society and for individuals: not only health problems such as unplanned pregnancies and sexually transmitted infections, but from stresses that impact on emotional health, such as the pressure to have sex, or the tensions arising when sex is disappointing.

That said, the benefits of living in a society with more open sexuality are huge. Clearly none of us would want to live in a world where sex was often fumbled, hasty and guilty. In addition numerous studies now suggest love-making increases physical health, improves mental and emotional health, creates more secure relationships, and stabilises family units. In short, we now acknowledge that positive, mature sex is a Good Thing.

To overcome the difficulties and make the best of the benefits, though, it's crucial that we have resources for sexual health and support for sexual wellbeing. And these are being delivered in contraception clinics, genito-urinary clinics, GP practices, by key organisations such as Brook and the sexual health charity FPA - and now, increasingly, by high street pharmacies.

This move is not only welcome but also logical. Pharmacies are accessible, reputable, can offer extended opening hours and product services. Pharmacists and pharmacy assistants are trained and knowledgeable. Plus, stores offer an anonymous environment for wary or embarrassed customers reluctant to approach their primary care health professional (or for those whose wary, embarrassed health professionals who are reluctant to be approached!)

Nevertheless, delivering sexual information and advice can be a challenge and pharmacy staff may feel unresourced. So the FPA and Brook have put together some advice for staff to help them deliver sexual health services and sell products in-store.

1: Be comfortable and confident

It's natural to feel a little embarrassed when you first answer sexual queries; be reassured that this embarrassment will fade as you get more practice! You can help yourself by reading round the subject so you're confident that you can answer queries - this will also help normalise the subject matter for you and so help you feel more comfortable. All the information about sexual health is available on both Brook and FPA websites.

2: Build trust

A customer asking for sexual health products and services may well be embarrassed too. What will help enormously is that your pharmacy's name and reputation will create a feeling of trust; it will help the customer to feel less tense and to take your advice seriously. You can build this sense of trust by drawing on all your customer service skills (eye contact, smiles, voice tone); putting your attention on that will relax you too.

3: Be non-judgemental

Try not to make assumptions about whether a customer is having sex, or the kind of sex they are having; let them tell you their situation before you jump to conclusions! Equally, you may have certain opinions or beliefs about what's acceptable in sex - but it's vital not to let your judgements affect the way you treat customers, and to respond calmly and kindly to questions and enquiries. Remember that the need for support in sexual wellbeing is just the same as in any other area; in both, the customer is simply relying on you to help them solve their health issue professionally but kindly.

4: Confidentiality, privacy and discretion

A customer may be embarrassed about their issue or they may not want anyone else to know what they are asking you. So once it's clear that an enquiry is about sexual health, ask the customer if they want to go into a space where they can talk privately. Even if they don't, try to maintain a sense of privacy by keeping your voice down during your conversation; if they need guiding to a sexual health product, be discreet when pointing out or discussing the product. The aim is to make people feel confident and comfortable talking about their sexual health.

5: Offer knowledge

Of course, gain as much knowledge as you can about sexual health issues and the relevant ranges that you stock; the more information you can give a customer, the more supported they'll feel and the more likely they'll return for more advice and more products. That said, don't expect to be a sexual health expert; for specific issues where you're not able or qualified to advise, refer the customer on to a local specialist service. This might be a contraception clinic, genito-urinary clinic, psychosexual counselling service; have details of all of these available in-store to hand to customers. Brook and FPA can provide consumer leaflets, help and advice, professional training as well as an online shop and other resources. Find out more at www.brook.org.uk and www.fpa.org.uk.

It's vital, for individuals and for our society, that reliable information and supportive advice is available, helping everyone towards sexual wellbeing. Pharmacists are in a unique position to offer these things.

Article release date: 6th September 2011