SECURING a steady footfall through the store is critical for any pharmacy, and getting people through the door is key to attracting patients.
In Florence, Italy, one of the world's oldest pharmacies - if not the oldest - Santa Maria Novella, is using its unique history to lure 2,000 people through its doors.
Dating back to the 1220s the apothecary was run by the local monastery, and 100 years later the monks developed rose water, hoping it would be an antiseptic that could be used to fight the plague that was ravaging Europe at the time.
While rose water failed to deliver a silver bullet to overcome the threats of plague, it became a beauty product that is still popular today.
The store has continued to innovate, developing alcohol-based fragrances, a liqueur that was used to numb labour pains and aromatic vinegars that have been used to prevent people fainting.
Today these products are still being produced by hand using flowers from the Santa Maria Novella's gardens.
Added to the fragrances that have been developed on site for centuries, the pharmacy was also responsible for the creation of a number of liqueurs that can be sampled in upmarket bars and hotels near the 800-year-old pharmacy.
There's also a full range of giftware, including scented candles, face creams and sleeping masks, soap, body wash, bath salts, shaving cream and more - check it out at smnovella.com.
The above article was sent to subscribers in Pharmacy Daily's issue from 21 May 19
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