Start outside your pharmacy. Stand across the road from your premises. What image does it portray? Try to adopt the mindset of a customer.

They don’t know what you do and what happens behind the scenes. You can’t take for granted that they understand everything that you understand about the pharmacy service and what is involved.

Does your pharmacy look like a premises where a professional is going to look after their health or does it look like a retailer? It might say pharmacy on your fascia but are the words consistent with the image?

You might have a thriving retail business as well as your healthcare business. Does the image your pharmacy portrays communicate everything that you offer; dispensing, over-the-counter medicines and healthcare supplies, clinical services and your retail offering? Are these messages balanced in terms of the profit from each income stream or how you want your business to develop?

How would you compare the image of your pharmacy to that of local GP practices or other local pharmacies? How would you compare to the best pharmacies that you know, the pharmacies that you aspire to look like? Ask yourself whether it looks welcoming from the outside.

The windows and fascia should be clean. Little details make a big difference in terms of how you are perceived by the public and other local healthcare professionals.

Next, walk up to your pharmacy and have a closer look at your windows and front door. These are an important marketing channel for your business.

Are there any posters in the windows or on the door? Are they tidy, professional and up to date? Are they appropriate to the season? Are mandatory notices in the window (eg a directory of services)? Are your opening hours clearly visible? 

Walk through the door into your pharmacy. What are the first things that you see? Are different areas of the pharmacy clearly visible? If you were a customer, would you know where to go to get what you wanted? Are sections clearly visible and signposted?

Gondola end one is the first gondola end that a customer will encounter. Is this the strongest marketing point in your pharmacy? Does it have a strong message? It should say something important about your retail offer and pharmacy services, rather than simply being used to hold stock. 

The saying goes that you don’t get a second chance to make a first impression. While most of your customers will have used the pharmacy on previous occasions, the first impression whenever they come into the pharmacy will set the tone for the interaction you have with them.

Pause to reflect

Stand on the other side of street of the road from your pharmacy. Record your observations about the image your pharmacy portrays. What would you change?