There is an undeniable change in the landscape with more digital offerings emerging– driven by consumer demand, emerging competition, and national policy. To keep up with this movement, it remains essential for community pharmacies to find their role in this space. Community pharmacies have always been key providers of healthcare services and products but there is opportunity to play an even greater role by using digital channels to promote your services and/or make it easier for patients in your locality to access the healthcare they need.
The rise of online pharmacy services
The high street, once the bustling heart of local communities, is experiencing a transformation driven by the evolution of consumer habits. As the UK boasts a high internet penetration rate, with 96% of the population having internet access and 84% using smartphones, consumers are increasingly turning to the convenience of online shopping. 1 This shift has been particularly impactful for high street pharmacies, leading to a decrease in foot traffic, in part, to the closure of many establishments.
To thrive in this new retail landscape, pharmacies are reimagining their business models. By leveraging technology, they are offering online prescription services and embracing partnerships with local healthcare providers. These innovations are part of a broader strategy to meet the changing needs of their customer base and secure their role as essential healthcare providers within their communities.2
The presence of online pharmacies is not new, having been around for more than 25 years, with established names like Chemist Direct and Pharmacy2U marking their territory in the digital space. Larger pharmacy chains, such as Boots, and Rowlands Pharmacy, are responding to this shift by making significant investments in digital infrastructure. They’re developing mobile prescription apps and exploring efficient centralised dispensing systems, enabling them to offer an optimised care experience that meets today’s patients’ expectations.2
By integrating digital solutions, these pharmacies are positioning themselves at the forefront of a healthcare revolution, one where convenience and accessibility are paramount. This ongoing transition ensures that pharmacies retain their pivotal role in the healthcare ecosystem, even as the dynamics of retail continue to change.
NHS drivers for moving online
As community pharmacies adapt to this digital era, they find guidance in the NHS Long Term Plan. This ambitious scheme for the future of healthcare in the UK advocates for a ‘digital first’ approach, aiming to make health services more accessible and efficient by 2024. The plan encourages pharmacies to embrace digital tools and integrate with wider healthcare services, aligning with the NHS’s vision for a comprehensive digitisation of care settings.3
In line with the Long-Term Plan, community pharmacies are encouraged to develop digital competencies, allowing for effective operation within Primary Care Networks (PCNs). These networks are crucial for providing patients with coordinated and integrated care experiences. These changes are reflected in the Community Pharmacy Contractual Framework which sets the future direction for community pharmacy as one that is ‘increasingly clinically focused, with less emphasis on dispensing and more on providing advice and other support for patients in the community setting.’ 4 The framework incentivises pharmacists to go beyond traditional dispensing to include a broader range of clinical services. This includes everything from apps to automated dispensing. Developing even a basic online presence for your business is an easy but important first step in embracing this change.
The rise of hybrid pharmacy models
Despite the surge in online pharmacies, there is still a demand for the experience offered by physical pharmacies. Online-only pharmacies cannot currently replicate the full patient experience achieved in the bricks and mortar setting, and face-to-face contact will remain important to many people and for many conditions. A hybrid business model combines the convenience of online services with the personalised care of physical stores. This approach allows patients to choose the most convenient option for their needs, whether it is ordering medication online and having it delivered to their home or visiting a physical pharmacy to speak with a pharmacist in person.2
Building a robust online presence
For community pharmacies venturing into the online realm, establishing a robust online presence is a vital first step. It’s an opportunity to showcase the unique offerings of a pharmacy, such as expert advice and tailored services. Effective communication of the range of available services is crucial, ensuring that consumers are aware of the advantages of engaging with pharmacies both online and in person.
Future-proofing pharmacy services
As community pharmacies navigate through the digital landscape, it’s essential to ensure that their online offerings are effective, compliant with regulations, and focused on the consumer. By doing so, pharmacies can sustain their competitive edge, cater to a diverse set of consumer needs, and continue to be a trusted healthcare resource.5
Looking ahead, the future of online pharmacies is bright, with predictions of growth driven by an aging population, increasing internet usage, and the flourishing e-commerce sector. 6 The larger chains are expected to maintain their momentum in digital investments to keep pace with pure online pharmacies and the emerging hybrid models.
In our next article community pharmacies can learn more about optimising online visibility through search engines and social media. This will explore the potential of digital engagement to help pharmacies remain pivotal in the healthcare ecosystem, even as the retail dynamics evolve.
References
1 Office of National Statistics. Internet access – households and individuals, Great Britain: 2020 (Accessed November 2023)
2The Pharmaceutical Journal. 26 July 2019 High street multiples take on the digital pharmacy revolution. (Accessed November 2023)
3National Health Service. 2019. NHS Long Term Plan (Accessed November 2023)
4National Health Service, 2019. Community Pharmacy Contractual Framework: 2019 to 2024 (Accessed November 2023)
5General Pharmaceutical Council, April 2019. Consultation on ‘Making sure patients and the public obtain medicines and other pharmacy services safely online’: analysis report (Accessed November 2023)
6TechSci Research. 2012. ‘United Kingdom E Pharmacy Market by Product Type.’ (Accessed November 2023)
