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Jenny Phillips, Alphega business mentor for Ashdown Pharmacy, on why branding is central to patient trust

When patients walk through the door of the Ashdown Pharmacy in East Sussex today, they immediately recognise it as a professional healthcare space. 

That wasn’t always the case.

Sai Bejugam, the pharmacy owner, described the site as, “pretty much nearly empty”, when he first bought the site, formerly owned by a large high-street pharmacy operator.

He was then introduced to the Alphega Business Mentor Programme, which showed him how support could rework the unclear retail space from a store that lacked coherent identity, to a professional and trustworthy pharmacy.  

For many independent pharmacy owners, this scenario will be familiar. Former chain sites often carry visual leftovers of the past, while new owners face the challenge of reshaping the space into something that reflects their own service ambitions.

In a climate of funding pressure, rising costs and growing demand for clinical services, the way a pharmacy looks and feels goes just beyond cosmetics.

It plays a central role in building patient trust and encouraging people through the door.

Sai decided to tackle this challenge face on. The pharmacy underwent a redesign that replaced the legacy look with a clearer, more modern identity.

The shop floor layout was reorganised and merchandising guidance introduced, helping clarify what products should be stocked and how they should be presented.

The result is a pharmacy that now looks both professional and welcoming when patients walk in. 

That sense of professionalism matters more than many pharmacy owners realise. Patients often rely on visual cues to judge the reliability of healthcare settings.

A clean, organised pharmacy with clear signage signals competence and safety. When a pharmacy environment feels structured and well maintained, patients are more comfortable asking questions, seeking advice and exploring services.

Sai’s pharmacy has begun offering services such as ear microsuction and a weight-management clinic under Patient Group Directions (PGDs). Introducing these kinds of services requires patient confidence and trust.

When the physical environment feels professional and organised, it becomes easier for patients to trust that these services are legitimate and delivered within proper clinical frameworks.

Branding alone is not enough and customer experience must be supported by consistent processes, training and efficient systems.

Sai has also implemented Titan Patient Medication Record, a pharmacy software system used to manage prescriptions and patient records, which helps streamline workflows and create a smoother experience at the counter.

Together, operational improvements and a clearer physical environment reinforce the same message: this pharmacy is a reliable place for care.

For independent pharmacies, the lesson is straightforward. Branding should not be seen simply as a design exercise. It is part of how pharmacies communicate professionalism and credibility to the communities they serve.

As community pharmacies take on a broader healthcare role, whether through weight management, ear care or diagnostic services, the space patients walk into will shape how those services are perceived and trusted.

Pharmacies that invest in creating a clean and comfortable environment will find it easier to build trust, and in turn attract footfall to support the next phase of community pharmacy care.

alphega-pharmacy.co.uk