It’s easy to make assumptions about what customers and patients understand about your pharmacy. You take it all for granted – you are possibly in the pharmacy 40 hours each week, 46 weeks a year, or more. Many of your staff will be the same. Your customers, on the other hand, visit for a few hours, at most, each year. But that should still be long enough to inform them about what you can offer.

In addition, you – like most professionals – have your own language that you use to talk about the pharmacy and what you do. Realistically, your customers are not going to understand what this means. It’s really important to communicate with people in ways that make sense to them, rather than ways that make sense to you. This is the essence of marketing.