It’s like mortar in a brick wall
February 3, 2014
ONE of Pharmacy’s most
powerful assets is “context”.
And it’s the one most often
overlooked or not leveraged at
all.
In 2013 we undertook a
national research program
to help us better understand
the consumers’ perspective of
Pharmacy and to explore the
dynamics of their relationships.
What we came to understand
was in one sense nothing new,
but it was also revelatory. A
question we put to focus groups
was, “If you had the choice of
getting health cover from a
call centre, website, healthfund
or your Pharmacy, which
would you prefer?” That 100%
responded “my pharmacy”
struck us like a lightning bolt.
Whilst the Pharmacy business
proposition has evolved into
something materially more
about discounting than anything
else, consumers today still
regard Pharmacy as the centre
point of health and wellbeing.
Therein lies the context and
we believe, like mortar in a
brick wall, it is what ties it all
together.
Too often the temptation is
to pursue service bolt-ons or to
include new retail lines which
have nothing to do with health
and wellbeing, and you’re
then left to wonder why you’re
carrying stock you can never
shift.
For Pharmacy the context is
health and wellbeing, leverage
that.
This week’s
contributor is
Anthony Huxley,
Managing
Director of
Covad.
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