Nick Payne, owner of Payne Pharmacy, in Market Place, Wirksworth, said he has been inundated with questions from members of the public after the national company, Pharmacy2U, started leafleting the town recently.
He explained: “Wirksworth has been leaflet bombed with this convincing marketing.”
Nick, who is the third generation of the Payne family to work at the town chemist, said the leaflets were set out in a way that made them look like they could be from the NHS and even mentioned the local surgery, Hannage Brook Medical Centre.
He said the pharmacy currently provides free services such as deliveries to homes in the area and advice, however these are paid for through the business from prescriptions. If people stop using them, they will no longer be able to afford to provide them.
Dr Julian Harrison, a director at Pharmacy2U, said: “Local GP’s have started introducing the NHS Electronic Prescription service, which is giving patients far greater choice about how and where they get their prescribed medications. Patients can choose a registered pharmacy anywhere in England to dispense their medications.
“Our service is well-established and being used by thousands of patients across the country who require regular medication. It allows you to order online, by phone or using a mobile app, and then have the medication delivered for free to any UK address.”