Marketing Will Help Define the Future of Pharmacy

Awareness is one of the biggest barriers to the success of Pharmacy First and private services within pharmacy writes Shelley Gibbins, Head of Marketing at Centred Solutions.

Despite the NHS investing heavily in Pharmacy First and pharmacies delivering millions of consultations, a huge proportion of the public still does not understand what community pharmacy can offer. Research has consistently shown that many patients remain unaware that pharmacists can now assess and treat common conditions without the need for a GP appointment.

Most recently, a study by Healthwatch Calderdale and Kirklees found that almost half (44%) of respondents had never heard of the Pharmacy First services. Around a fifth of those surveyed had heard of the service but were unsure what it involved or which conditions pharmacists could treat. The report revealed that younger people were less likely to be aware of Pharmacy First, with 93% of those aged 16 to 24 saying they had not heard of it.

That should be a wake-up call for the profession. For years, pharmacy has focused heavily on operational delivery while assuming patients would naturally discover new services. But healthcare has changed. Gone are the days when pharmacies were simply dispensing hubs. They are now frontline healthcare providers, clinical destinations and increasingly, businesses that must actively compete for patient attention.

The pharmacies that thrive over the next decade will not necessarily be the biggest, they will be the ones that market themselves best.

Awareness Is Now the Real Currency

The evidence is impossible to ignore. Nearly half of UK adults were unaware of Pharmacy First shortly after launch, while awareness of wider pharmacy services has been reported as low as 13% in some surveys. Yet once patients are informed about the service, willingness to use pharmacy rises dramatically. That means the issue is not public resistance, it is communication.

And it’s not just Pharmacy First or NHS services, marketing should be used to promote any private services offered by the pharmacy too to make the most of the opportunity available. At a recent panel discussion at the Northern Ireland Pharmacy Brunch, experts reinforced this point, arguing that one of the biggest reasons pharmacies struggled to implement new services successfully is a lack of marketing. Pharmacies often launch services quietly and then wonder why uptake remains low. If patients do not know a service exists, they cannot use it. It sounds obvious, but historically pharmacy has not always behaved like a sector that needs to promote itself. That mindset must now change.

Every Pharmacy Should Be Marketing Daily

Marketing should no longer be viewed as optional or something only done by large chains, it should become an intrinsic part of everyday pharmacy operations. Marketing does not always require huge budgets or expensive campaigns, often, small consistent actions have the biggest impact. Something as simple as stapling a Pharmacy First leaflet to every prescription bag can dramatically increase awareness. A patient collecting medication today may become a Pharmacy First consultation tomorrow. They may also tell family members, friends and colleagues. That is how momentum builds.

Window posters or TV screens, counter cards and staff conversations all really matter because every patient interaction is a marketing opportunity. The most successful pharmacies understand that awareness compounds over time.

Pharmacy Websites Are No Longer Optional

In 2026, every pharmacy should have a website. Not only because it looks professional, but because patients now expect one. A pharmacy website acts as a digital brochure for the business. It tells patients:

• What services are available
• How to access them
• Opening hours
• How to contact the pharmacy
• Whether private services are offered
• How to book appointments

But websites can also become much more than that. Pharmacies can use ecommerce functionality to sell products online, offer private clinics, take bookings, process payments and generate additional revenue streams beyond NHS dispensing. They can also use blogs to enhance their chances of being discovered through AI search functionality and position themselves as credible experts in the services being provided. The pharmacies embracing digital tools today are creating entirely new business models.

WhatsApp and Digital Communications

Patients increasingly expect convenience and fast communication. Using WhatsApp Business allows pharmacies to engage with patients in a way that feels familiar and accessible. Appointment reminders, prescription updates, service promotions and health campaigns can all be communicated quickly and effectively.

This is especially important for younger demographics who may never pick up the phone but will instantly respond to a message. Pharmacy has traditionally been reactive, digital communication allows pharmacies to become proactive.

Social Media Is No Longer a “Nice to Have”

If a pharmacy is not using social media consistently, it is missing a major opportunity. At minimum, pharmacies should now have an active presence on both Facebook and Instagram. These platforms remain essential for local visibility, patient education and community engagement.

But the real growth opportunity may lie with TikTok. Many pharmacy owners still underestimate TikTok because they associate it purely with entertainment. In reality, it has become one of the most powerful awareness platforms available. Short educational videos explaining common conditions, Pharmacy First eligibility or private services can generate huge engagement. TikTok reaches demographics many pharmacies would otherwise struggle to connect with. If pharmacy wants to future proof itself, it cannot ignore where public attention is moving.

The Future Pharmacy Will Be Clinically Driven and Commercially Smart

Community pharmacy is evolving rapidly. Independent prescribing, Pharmacy First, vaccination services, weight management clinics and private healthcare services all create enormous opportunities for growth, but those opportunities only translate into revenue if patients know they exist.

That is why marketing is no longer separate from pharmacy strategy, it is pharmacy strategy. The profession has spent years proving its clinical value. Now it must become better at communicating that value. Because the future of pharmacy will not belong solely to the pharmacies offering the best services. It will belong to the pharmacies with services that patients actually know about.