A regionally focused scientific webinar for pharmacists, general practitioners, family medicine physicians, internal medicine physicians, haematologists, and other healthcare professionals across the Middle East — covering OTC cough and cold management, melatonin and sleep support, artificial intelligence in practice, and patient counselling.

Moderated by Dr Ahmad Mousa

Abstract

This regionally focused, CME/CPD-accredited scientific webinar targets pharmacists and healthcare professionals across the Middle East, with special emphasis on practitioners in Saudi Arabia. The programme supports pharmacists with practical, evidence-based insights relevant to everyday pharmacy practice — covering OTC medication use, sleep support, patient counselling, and emerging digital tools.

Pharmacists are often the first point of contact for patients seeking support for minor ailments, respiratory symptoms, sleep concerns, and OTC medicine selection. Equipping pharmacists with updated scientific knowledge, effective counselling techniques, and awareness of digital innovation is therefore essential to support safe, responsible, and patient-centred care.

This programme addresses four key areas of pharmacist practice highly relevant to daily patient interactions, OTC recommendations, and professional development:

1.  Cough & Cold Management
Cough and cold symptoms are among the most frequent reasons patients seek advice from community pharmacists. The programme will enhance pharmacists' ability to differentiate between common respiratory symptoms, support appropriate OTC product selection, counsel on responsible medicine use, and identify cases requiring physician referral.

2.  Melatonin in Sleep Support
Sleep concerns are increasingly common and may affect quality of life, productivity, and overall well-being. The programme will educate pharmacists on the appropriate use of melatonin, patient selection, counselling points, sleep hygiene measures, safety considerations, and referral criteria.

3.  Artificial Intelligence in Pharmacy Practice
AI tools may support pharmacists in improving workflow efficiency, patient education, clinical decision support, and access to medical information. The programme will build pharmacists' awareness of practical AI applications, responsible use, ethical considerations, data privacy, and how digital tools may support — but not replace — professional judgment.

4.  Effective Patient Counselling Skills
Effective counselling is central to the pharmacist's role in ensuring safe and appropriate medicine use. A dedicated session will address structured communication, patient engagement, motivational interviewing, adherence support, and patient-centred care.

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