The traditional image of a pharmacist sitting in the back of a chemist shop mixing pills and potions could soon change under NHS reforms.

Usually seen by customers only when handing over prescriptions, the role of the pharmacist is now expanding to provide a much more wide-ranging service.

Pharmacist Gareth Rees is one of several in Sussex now aiming to raise awareness about the work they do as part of a drive to help ease the workload of GPs.

Changing the role of the pharmacist is one of a series of NHS reforms.

Another is the development of the NHS Direct helpline, which people can call for advice on whether to see their GP, go to casualty or visit their pharmacist.

The goal is to reduce queues at accident and emergency departments and GPs' surgeries.

Mr Rees, based at Lloyds Pharmacy in Durrington, near Worthing, says things have changed drastically since he first started ten years ago.

He said: "At first I used to feel like a Wizard of Oz figure.

"I'd be sitting and giving out all these prescriptions but people never got to see what I looked like.

"But that has changed now. People are coming in and looking for advice about what sort of medicine or treatment to buy.

"If it is for a minor ailment then I will be able to help.

"The more information I can learn from someone the better I am able to give the right treatment.

"Obviously, if there was a chance of it being something more serious then I would immediately send them to a GP.

"We are not trying to take over the doctor's role. We are simply offering a service that can complement what they do.

"The response from local GPs, who are chronically overworked, has been very positive.

"I didn't train for five years just to count pills. I like to speak to people, interact with them and do what I can to help."

Longer opening hours and an increase in the number of drugs that can be bought over the counter have made a difference.

Other changes include the provision of facilities for tests traditionally carried out at doctors' surgeries.

Healthy heart and blood pressure tests are now available at some pharmacists and could be expanded throughout the area.

There are also plans to set up repeat prescription schemes in the Worthing area for people with long-term conditions such as diabetes or asthma.

Going straight to the chemist for their regular supplies instead of having to go via the GP's surgery will help make things more convenient for patients.

Mr Rees said: "We are only here to help with minor ailments, such as colds, hay fever, sunburn or athlete's foot.

"They are serious for the patient but can be dealt with by us instead of by a doctor which means that the GP can work with patients who need more intensive support."

The changes taking place in pharmacies in Worthing are expected to spread to other towns in the county eventually.