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This World Pharmacist Day, the theme “Think Health, Think Pharmacist” got me thinking. It’s a great line, but here’s the big question: when people actually think about their health, do they think about their local pharmacy first?
From the conversations I’ve had with community pharmacies - especially independents and smaller groups - the answer is often no. And that’s the real challenge. We know pharmacy has stepped up over the past decade with more clinical services, more consultations, and more responsibility. But unless the public mindset shifts, too many people will still head straight to the GP or A&E when their pharmacist could have helped them faster and closer to home. So how do we change that?
From mindset to action
Changing how people think means changing how they behave. And that requires both confidence from pharmacy teams and clear communication to the public.
Here are some practical, testable ways to start turning the dial:
1. Attract attention
Keep it simple: three to five key services on rotation work far better than a wall of posters. Use digital screens, seasonal campaigns, and eye-catching prompts.
2. Educate patients
Spell it out: minor ailments, flu jabs, blood pressure checks, advice, referrals. Train the whole team so the message is consistent from the counter to the consultation room.
3. Convert awareness into action
Actively invite patients into services: “We can help with that here.” Make it easy to book or drop in for quick consultations.
4. Retain and build trust
Consistency is key. Deliver a great experience every time. Share patient stories and positive feedback to build confidence locally.
5. Integrate and refer
Strengthen referral links with GPs and other services. Make sure patients feel pharmacy is connected to the wider system, not a standalone stop.
6. Measure and learn
Track uptake, listen to feedback, and don’t be afraid to tweak your approach. Small adjustments compound into bigger results.
Why smaller teams have the edge
For independents and small groups, this can feel daunting, especially without a marketing team.
But here’s the thing - smaller teams can often move faster, test ideas quickly, and build personal relationships that corporates can only dream of. It doesn’t need to be complicated or expensive.
A well-placed screen, a short seasonal campaign, or staff confidently explaining services can create real behaviour change. That agility is a huge advantage.
Making it real with Cegedim Rx
clear, effective communications.
• Grow script volume
streamlined dispensing and workflows.
• Expand clinical services
tools for consultations, vaccinations, and screenings.
• Cross-sell and upsell
practical ways to grow revenue.
• Build loyalty and retention
strengthening patient relationships long term.
Final thought
World Pharmacist Day shouldn’t just be a date on the calendar. It’s a chance to challenge perceptions and spark behaviour change. So, here’s my ask: the next time someone in your community thinks about their health, how do you make sure they think pharmacist first?
Think Health. Think Pharmacist. Think First
Tags: Community Pharmacy Solutions, Clinical Pharmacy Services | Author: Stephanie Yapp
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