Dr. Zahid Siddique, MPharm, BDS, Director, Strategy, Mosaic
Pharmacies are much more than medication dispensaries. They have transformed to be a critical component of the healthcare system allowing them to fill gaps in healthcare delivery, particularly at the point of care. This shift not only benefits patients but also presents significant opportunities for pharmaceutical brands.
The evolving role of pharmacies
Traditionally, pharmacies have been viewed as the final step in the healthcare process, where patients would go to pick up their prescribed medications. Modern pharmacies provide a variety of services, including vaccinations, health screenings, chronic disease management and medication therapy management (MTM). These services position pharmacies as accessible healthcare hubs that can deliver care more efficiently and conveniently than many traditional healthcare settings.
Addressing accessibility issues
One of the most significant healthcare gaps that pharmacies help fill is accessibility. Many patients face barriers when trying to access healthcare services, including long wait times for appointments, transportation issues and the inconvenience of traditional healthcare hours. Pharmacies, often centrally located within communities and open for extended hours, provide a more accessible healthcare option for many individuals.
For example, pharmacies offer walk-in services for flu shots and other vaccinations, making it easier for people to stay up-to-date with their immunizations without needing to schedule an appointment with their primary care physician. Additionally, pharmacies provide convenient locations for health screenings, such as blood pressure and cholesterol checks, allowing patients to monitor their health regularly without the need for frequent doctor visits.
Enhancing chronic disease management
Chronic diseases, such as diabetes, hypertension and asthma, require continuous monitoring and management. Pharmacies play a crucial role in supporting patients with these conditions through MTM services. Pharmacists can help patients manage their medications, ensure they understand their treatment plans and monitor for potential drug interactions, nonadherence and side effects.
Moreover, many pharmacies offer disease-specific management programs. For instance, diabetes management programs might include regular blood glucose testing, dietary advice and consultations on insulin usage. These programs help patients maintain better control over their conditions and reduce the risk of complications, ultimately leading to improved health outcomes and potentially overall lower healthcare utilization and costs.
Providing medication adherence support
Medication nonadherence is a significant issue in healthcare, leading to poor health outcomes and increased healthcare costs. Pharmacies are uniquely positioned to address this problem by identifying nonadherent patients and providing them with support and education. Pharmacists can offer counseling on the importance of adherence, assist with setting up medication reminders and provide synchronization services that allow patients to pick up all their medications at once.
Pharmacies also have access to technology like mobile apps that can assist in optimal medication adherence by reminding patients to take their medications or notifying them when it is time to refill a prescription. These tools can be particularly beneficial for patients with complex medication regimens.
Expanding preventive care services
Preventive care is a critical aspect of healthcare that aims to prevent illnesses before they occur. Pharmacies have increasingly become involved in providing preventive care services. Many pharmacies offer smoking cessation programs, weight management services and wellness counseling.
These services not only help prevent the onset of chronic diseases but also promote overall health and well-being. By providing preventive care, pharmacies help reduce the burden on the broader healthcare system and improve population health.
Opportunities for pharmaceutical brands
The evolving role of pharmacies opens new doors for pharmaceutical brands. As an agency partner, IPG Health specializes in helping pharmaceutical companies harness these opportunities to enhance patient engagement, improve medication adherence and gain actionable insights—all while driving brand growth and trust.
1. Enhancing patient engagement and supporting medication adherence
Pharmacies serve as trusted touchpoints for patient care, making them ideal partners for engagement and adherence initiatives. At IPG Health, we help pharmaceutical brands collaborate with pharmacies to develop:
- Educational resources: Create tailored materials that pharmacists can share with patients—covering new medications, disease management and lifestyle tips.
- Adherence programs: Develop innovative tools and initiatives, like rewards programs, to encourage timely prescription refills and consistent medication use.
- Health events: Partner on screenings or awareness campaigns that educate patients about specific conditions and treatment options.
These strategies not only strengthen patient trust and brand loyalty but also ensure better health outcomes by addressing barriers to medication adherence.
2. Unlocking patient insights
Pharmacies hold a wealth of data on patient behaviors. IPG Health helps pharmaceutical brands turn these insights into actionable strategies that unlock new opportunities, such as:
- Mapping customer journeys: Create tailored pathways that address patient needs at every stage.
- Designing targeted campaigns: Develop personalized marketing efforts based on real patient data.
- Enhancing support programs: Refine tools like apps or resources to better assist patients.
These insights drive growth, improve outcomes and strengthen patient connections.
3. Elevating pharmacist expertise
Pharmacists are key influencers in patient decisions and at IPG Health, we help pharmaceutical brands develop training and educational resources that empower pharmacists to confidently advocate for their products. Examples include:
- Behavioral training programs: Equip pharmacists with tools and strategies to minimize switching or competitor recommendations, fostering stronger brand loyalty.
- Online training modules: Accessible courses that build pharmacists’ confidence in recommending a brand’s solutions.
- Continuing education support: Engaging resources that deepen pharmacists’ knowledge and strengthen their alignment with products.
These initiatives position a brand as a trusted partner while maximizing advocacy at the pharmacy level.
Summary
Pharmacies have become essential players in the healthcare system, filling critical gaps in care and providing accessible, convenient services to patients. This evolution presents significant opportunities for pharmaceutical brands to enhance patient engagement, improve medication adherence and gain valuable insights into patient behaviors. By partnering with pharmacies, pharmaceutical companies can better meet the needs of patients and contribute to the overall improvement of healthcare outcomes. As pharmacies continue to expand their role in healthcare, the potential for collaboration and innovation between pharmacies and pharmaceutical brands will only grow and become more fruitful.
If you have any questions or would like to discuss this topic further, please contact hello@mosaic-mm.com.
References
1 Get a handle on diabetes medication
2 Patient care services resources
3 Increasing adult immunization rates in a rural state through targeted pharmacist education
4 Role of the pharmacist in reducing healthcare costs: current insights
