Making the pharmacy visible: why local brand building matters more today than discount campaigns

The pharmacy as a brand — an underestimated success factor

While large retail chains have been building brands consistently for decades, in many pharmacies the subject is still equated with logos or corporate design. In reality, brand building covers considerably more: it describes the perception that customers associate with a pharmacy.

A study by the consultancy Deloitte shows that trust, professional competence and personal counselling are among the most important factors in choosing a health service provider. Especially in an age of online pharmacies and digital health offerings, this makes the local pharmacy an important anchor of trust.

For customers today the question is less where they buy a product than whom they trust. This development opens up a great opportunity for bricks-and-mortar pharmacies: they can offer services that purely online providers can hardly replace — personal counselling, individual support and immediate availability.

Visibility does not begin in the shop window

Many pharmacies still understand visibility primarily as physical presence. But the customer journey has long since begun digitally.

According to BrightLocal’s “Local Consumer Review Survey”, more than 90 % of consumers research local businesses online before visiting them. Health services too are increasingly found via search engines, map apps and online reviews.

Anyone who is not visible in a Google search for “pharmacy Zurich” or “sun protection advice” frequently loses potential customers before the first contact.

The most important digital foundations include:

• a well-maintained Google Business Profile
• up-to-date opening hours
• regular customer reviews
• a mobile-optimised website
• local search engine optimisation (local SEO)

Reviews in particular are gaining importance. Studies show that consumers trust online reviews almost as much as personal recommendations.

Seasonal marketing: relevance instead of activity for its own sake

Many pharmacies plan their marketing along classic seasonal themes such as hay fever, sun protection or colds. In principle this approach makes sense — but only if it offers genuine added value.

Customers react increasingly critically to pure sales promotions. Successful seasonal marketing therefore relies on counselling and problem-solving.

In spring, for example, a pharmacy can do more than promote allergy products; it can at the same time:

• provide free pollen count information
• offer short consultations on allergy prevention
• publish social media content on cross-allergies
• send a newsletter with seasonal tips

This creates expertise instead of advertising pressure.

Marketing experts speak here of “content marketing”: providing relevant information that supports customers with health questions.

The shop window: an underestimated stage

Despite digitalisation, the shop window remains one of the strongest points of customer contact.

Retail studies show that purchase decisions are frequently made within a few seconds. A well-designed window can attract attention, convey competence and encourage spontaneous visits.

Successful shop windows share three characteristics:

1. A clear theme Do not communicate ten messages at once; focus on one main message.

2. Benefit rather than product display “Sun protection for sensitive skin” often works better than presenting ten different products.

3. Changing displays Regular updates signal dynamism and topicality.

Combinations of seasonal themes, health education and emotional elements are particularly successful.

Customer loyalty arises after the purchase

Many marketing measures focus on acquiring new customers. Yet the greatest potential often lies with existing ones.

According to Bain & Company, increasing customer retention by just 5 % can raise a company’s profitability by 25 to 95 %.

For pharmacies this means:

• fostering personal contact
• using loyalty programmes sensibly
• offering reminder services for vaccinations or medication checks
• sending newsletters with relevant health knowledge
• creating digital contact options

The future of successful pharmacies lies not in selling products alone, but in long-term health relationships.