The conversation about standing out in a competitive pharmacy landscape is not a new one. We’ve discussed it in many forms, but the core message remains just as powerful today: you don’t need to compete on price to run a successful, profitable pharmacy.
In fact, trying to out-discount the big-box retailers is a battle you’re unlikely to win. But here’s what you can do: focus on what makes your pharmacy different. Ask yourself:
What are your pharmacy’s niche offerings?
What can you provide that the big chains can’t?
How do you personalise your service?
While large-scale chains operate on volume and national marketing campaigns, community pharmacies win on trust, relationships, and expertise. These are your true competitive advantages, if you choose to lean into them.
Three Key Strategies for Standing Out
Let’s take a look at the core strategies that will help you grow, even in a crowded, competitive market:
1. Market Yourself as Pharmacists First
Pharmacists are among the most trusted health professionals in Australia. That’s a big deal. Leverage that trust and position your pharmacy as a true health destination not just another retail outlet. Promote the one thing that big-box retailers can’t offer at scale: personalised care, genuine advice, and strong patient relationships.
2. Engage With Your Community
This is where small pharmacies shine. Think hyper-local, where big brands struggle to build connection.
Partner with local allied health professionals
Run in-store health events
Collaborate with nearby businesses
Offer value-added services like home delivery, UTI prescribing, sleep apnoea consultations, or medication reviews
The more you embed yourself into your local ecosystem, the harder it becomes for large chains to compete on your level.
3. Build a Smart Health Services Strategy
Not all services are created equal and not all of them make sense for every pharmacy. So, before you introduce something new, ask:
Who will buy this service?
How will this benefit my community?
How do I educate patients on its value?
Time is precious in pharmacy, and your team is already pulled in many directions. So, any new service needs to be aligned with your audience’s needs and have a strong business case.
If your pharmacy is focused on senior health, for example, you may not need a baby nurse. But a pharmacist-led sleep health program or diabetes management service could be a perfect fit.
Promoting Your Health Services: Where to Start
Once you’ve selected the right service, it’s time to sell it. But here’s the thing: this step isn’t about being the loudest. It’s about consistency, connection, and creativity.
Here’s an example:
Train Your Team
Everyone on your team should understand how to talk about your services, even if they’re not delivering them.
Why? Because a missed conversation can mean a missed opportunity. Imagine a patient comes in on Saturday and mentions sleep issues but the weekend team isn’t trained or confident in recommending your sleep studies due to a lack of knowledge on them. Just like that, a potential patient is gone.
Train everyone to know the basics of each service and how to recommend it naturally.
Launch a Long-Term Promotional Campaign
Promotion isn’t a one-off flyer or a single Instagram post. It’s a campaign — one that plays the long game. It takes around 10 touch points for someone to remember a brand, so your campaign should be consistent and multi-channel.
Pick channels that make sense for your audience:
Under 40 females? Instagram Stories, reels, and live Q&As might be perfect.
Older demographic? Think Facebook, email newsletters, or flyers with QR code links to bookings.
Busy parents? In-store signage and SMS reminders may do the trick.
Run a three-month campaign with a mix of digital and in-person touch points, and make it interactive: surveys, live demos, or educational workshops all work well.
Track and Measure
As primarily a team of accountants, we love our data so how could we not include this step. Every service should be measured against clear goals.
Track:
Service bookings by month
Website traffic from campaign channels
Email open rates
Social media engagement
Over time, these insights will tell you what’s working and where you need to pivot. Give each service at least 12 months before making any decisions about scaling up or winding down.
Final Thoughts
At Peak Strategies, we believe there’s plenty of room for independent pharmacies to grow, not by mimicking the giants, but by confidently owning your unique value.
Focus on service over scale, quality over price, and connection over transaction. Your pharmacy won’t just survive, it will thrive.