Provide expert advice on pharmaceutical matters including medicines related queries, cost-effective prescribing, medicines legislation and professional ethics. Communicate sensitive/contentious and occasionally highly complex medicine related information and advice to GPs, other members of the primary health and social care teams, patients and carers. Communicate prescribing issues to relevant healthcare professionals within the practice team often using influencing/negotiating skills with prescribers to promote evidence based, quality prescribing. Hold the ability to respond at a variety of different levels to patients, clinicians and the wider healthcare team on matters relating to prescribing, medication and medicine use Provide high quality patient education on medicine use. This includes formal presentations to large patient groups and Patient and Public Advisory Group (PPAG) as well as individualised information and medication adherence interventions Create and deliver presentations to a varied group of internal and external stakeholders. Support the development of standard operating procedures, policies, guidelines for use by the medicines optimisation team. Use appropriate analysis of prescribing data (ePACT) and knowledge of individual practices to prioritise areas of prescribing that require work. Ensure that effective and relevant analytical information is provided to prescribers to support quality, safety and cost-effective prescribing decisions.