The Transformation of Pharmacy: Understanding and Leveraging the Rapidly Changing Retail Environment

The US healthcare system is in the midst of dramatic change — new technologies, new medications, and new techniques are revolutionizing how and where healthcare is delivered. At the same time, demographic, economic, and legislative forces are resulting in an intense focus on controlling costs and preparing for new, more integrated care delivery and value-based payment models. With increased industry-wide pressure to do more with less, retail pharmacies are facing challenges similar to their physician and manufacturer counterparts. In this paper, we will explore how key trends in this rapidly changing healthcare environment are affecting the practice of pharmacy and shaping how care is consumed and paid for in our local communities. We will examine what brand teams need to be aware of and potential ways to utilize this emerging channel to reach consumers via the pharmacy channel.