As more aspects of our daily lives move online, retail pharmacies continue to play a vital role in their local communities. People appreciate the speed and convenience of digital services, however, when it comes to their health, they still want human connection and trusted advice.
That’s becoming increasingly important as access to primary care becomes more limited. Across Europe and beyond, populations are aging, chronic conditions are more common, waiting lists are getting longer and healthcare professionals are stretched thin. Yet the answer to these problems may be right on our high streets: pharmacies, often an untapped resource, have both the access and expertise to do more for patients.
That’s why we’re seeing retail pharmacies becoming trusted health hubs, connecting everyday wellness with practical care and advice. And technology is helping to make this possible. Digital solutions, AI-powered insights and omnichannel capabilities help pharmacists expand their role from dispensing medication to offering consultations, preventive health checks and personalized guidance. This shift brings care closer to where people live and makes it easier to access when they need it. For many, the pharmacy might be the first and most familiar stop on their healthcare journey.
With this in mind, here’s a look at five of the top trends making a big impact in retail pharmacy today:
1. Expanding role in patient care
Pharmacies are becoming essential partners in long-term health management. As populations age and chronic conditions such as diabetes, heart disease and hypertension become more common, patients need consistent, everyday support, and pharmacies are stepping up.
According to data from Surescripts, around three-quarters of pharmacists believe they should be allowed to take on more primary care duties, and many already are. In all kinds of global markets, they now offer testing, chronic-condition monitoring and even treatment for common illnesses, making access to care more convenient and easing pressure on traditional healthcare providers.
Consumers are also receptive to these changes, especially when it means they don’t have to wait as long to be seen by a familiar face.
How retail pharmacies are expanding patient care:
- Developing holistic chronic-care programs that manage repeat prescriptions, monitor drug adherence and send automated reminders to patients
- Introducing more clinical services such as point-of-care testing, vaccinations and medication consultations
- Connecting pharmacy data with wider healthcare networks to coordinate treatment and improve patient outcomes.
2. Pharmacies as health and wellness destinations
The role of the pharmacy is expanding into whole-person health. More people are turning to them for wellness products, preventive care and everyday health management, and want to be able to pick up other everyday essentials during their visit.
Research shows that nearly half of consumers buy over-the-counter products from their preferred pharmacy, and many also pick up grocery items, beauty products and household goods while they’re there.
What retail pharmacies are doing to promote health and wellness:
- Designing wellness zones that link preventive care with relevant retail products and advice
- Bundling services such as health screenings, check-ups and personalized product recommendations
- Educating and engaging customers through nutrition guidance, vaccination drives and chronic-condition awareness campaigns.
3. Omnichannel convenience becomes standard
Convenience has become a defining expectation in every aspect of modern life, and pharmacies are no exception. Customers now want the same seamless experience from their pharmacy that they get from any other retailer. They expect to be able to renew prescriptions through an app, book consultations online, get home delivery and still enjoy the reassurance of in-person service.
Winning omnichannel strategies combine the ease of digital with human connection. Online ordering, automated repeat prescriptions and real-time stock visibility all help to make the patient experience more convenient, while in-person consultations build trust and loyalty. Some pharmacies also now offer telemedicine services so that patients can speak with a healthcare professional before getting a prescription or starting a treatment plan.
How retail pharmacies are strengthening omnichannel:
- Creating a unified customer experience that connects retail and clinical systems through a single online portal
- Offering virtual consultations alongside in-person services
- Expanding fulfilment options with home delivery, collection lockers and same-day pickup
- Integrating digital payments and loyalty programs to encourage repeat visits and higher-value interactions.
4. Artificial intelligence and personalized medicine
As is the case in most industries, artificial intelligence (AI) has the potential to be one of the most powerful gamechangers in modern pharmacy. Around 60% of industry leaders say they’re closely monitoring AI as an emerging trend and recognize its powerful role in helping to predict patient needs, support clinical decisions and make healthcare safer and more efficient.
Already, AI and advanced analytics can flag potential drug interactions, detect adherence risks and even generate consultation prompts for pharmacists. These capabilities save time and also help to identify patients who might be at risk of missing doses or developing complications. AI also improves operations behind the scenes, assisting with everything from forecasting demand, flagging drug/product shortages ahead of time, monitoring regulatory compliance, and reducing waste.
How retail pharmacies can use AI:
- Predicting patient needs and forecasting demand for drugs and treatments to prevent shortages
- Using AI-powered insights for precise recommendations or relevant wellness products
- Assisting pharmacists with AI copilots that summarize patient data, check compliance and offer consultation prompts.
5. Creating a more connected pharmacy experience
Rising cost pressures and growing competition from online and grocery retailers are pushing pharmacies to rethink how they operate. Many are diversifying into new service-based models such as vaccination clinics, diagnostic testing and personalized health plans. Partnerships are also key. Pharmacies are teaming up with insurers and healthcare providers to secure compensation for the expanded clinical services they deliver, while data analytics helps leaders make smarter strategic decisions, from where to open new branches to how to staff them effectively.
How to build a more connected retail pharmacy experience:
- Adding service-based offerings such as testing, vaccination and chronic-care management Partnering with health systems to deliver new services
- Using data analytics to optimize store networks, inventory and staffing
- Centralizing data and improving transparency to maintain patient confidence and comply with regulations.
The evolution of pharmacy retail reflects a broader shift in the healthcare industry itself and has the potential to change how people experience and manage their everyday health. Contact our team of experts to find out how we can help you embrace this transformation and set a new standard for accessibility, convenience and trust in retail pharmacies.
