Physical environment
The physical space that your pharmacy occupies must convey professionalism through well-maintained shop fittings, signage, lighting and furnishings.
I am horrified at how sub-standard some pharmacy premises have become.When I walk into a dark store with lightbulbs out or barely glowing and see carpet that is threadbare or patched with tape it is immediately apparent the pharmacy’s brand has been neglected.
Your professional image starts with visual elements including the pharmacy logo, tagline, and colour scheme. These core components should be maintained across all external and internal signage and decor.
Once the major branding elements are in place they should be applied to smaller (but important) areas too:
- Dispensary labels
- Paper bags
- Staff uniforms
- Vehicles
- Car park signage
Digital presence
Just as important as the physical store appearance is what people see online when they Google your business, visit your Facebook page or land on your website.
This online presence is the new ‘window’ into your pharmacy. More than just representing your professional brand, when done well, your website and social media pages act as a new and inviting ‘front door’ into your business.
Hundreds of people see your pharmacy online every day, and they will be influenced to trust you and proceed to do business, or, in the click of a mouse or swipe of their finger, they will disappear off to a better-looking pharmacy’s site.
Your digital brand should include the following:
- Google Business Profile
- Healthpoint
- Email signatures
- Outbound digital communications – e.g. newsletters and reminders
- Service booking pages and messages
- E-commerce receipts and invoices
What you stock matters too
Actions speak louder than words – and the branding elements above can be undermined by a poor customer experience instore.
People shop with their eyes, and when they see a professionally laid out retail space, well categorised with good displays of the top-selling OTC medicines, this influences how they feel about the quality of your whole business.
Many pharmacies have failed to rationalise their retail product range and as a result their shop is cluttered with non-core ranges of clothing, toys, pottery, jewellery or fashion goods that are out-of-sync with customer expectations.
Not only does this mean capital is tied up in slow-moving products, but the whole pharmacy’s professional image is adversely affected.
Communication
Pharmacy staff need to be polite, empathetic and professional – and the standard of communication starts at the top with the way the owner deals with staff and customers.
Even if your front-of-shop personnel are not medicine experts, their demeanour must show that they care – so customers want to return.
If your phone rings without being answered, or the staff are too busy to greet customers when they enter, then the message you are giving is: “We don’t care”.
Impact on business performance
I have observed that a well maintained pharmacy image, though sometimes difficult to quantify, can increase financial results by 10% to 20%.
This improvement stems from enhanced customer confidence and trust, leading to better customer attraction, conversion, and retention rates.
A professional brand is not just about aesthetics, it’s a fundamental business tool that requires ongoing attention and investment.
