MORE THAN LABELS: REDESIGNING THE ROLE OF THE PHARMACIST THROUGH SPACE

“…I’m not familiar with all that pharmacy can offer. I just thought of using the chemist for dispensing, really.” – 52-year-old male

Many in the community still see pharmacists as people who just stick labels on boxes. If that perception frustrates you as much as it does me, then the question becomes: how do we help our communities see more of what we really do?

Let me paint you a picture, one I think may sound familiar.
You work in a great pharmacy. You’ve got wonderful customer service. Your regulars wouldn’t go anywhere else. You’re proud of your work and the relationships you’ve built.

But let’s dive a little deeper.
Those regulars, what age are they? Mostly in the 65+ group?
The next generation has grown up with instant information and convenience at their fingertips. Together, we need to find ways to make sure that in, 10 or 20 years when they become our new ‘regulars’, they still see value in walking through our doors. Because let’s be honest: from the comfort of their couch, they can ask ChatGPT about their symptoms, get product recommendations, send an e-script to any pharmacy, and have it all delivered to their door. So why would they come in to see us?

We need to show our patients that pharmacists offer more than just transactions. That we are experts. That we care. And that we’re here to have meaningful, patient-centred conversations about their health.

It’s hard for these conversations to happen if we’re mostly behind a dispensary wall.

Let me share two stories from my own practice that changed how I see my role as a pharmacist.

Story One: The Cholesterol Conversation That Didn’t Happen

I was working in a rural community pharmacy where we had great rapport with our patients. We were proud of our service and the relationships we had built. But then one day, at a local community event, a regular patient approached me and said:

“I’m so glad I saw you, I’ve been wanting to ask about my cholesterol medication, but you’re always too busy.”

That floored me. I had no idea that was her perception. I had always thought I was available. But her words made me realise something powerful: perception is reality.

So I made a change. I began handing out every script personally and made a point of asking, “Do you have any questions or concerns about your medications?” It was better, I was creating more opportunities for conversation, but it still wasn’t great. Because the interaction still depended on me choosing to open the door.

I realised I needed to be available when they needed me.

So I took a bold step. I asked to be out from behind the dispensary. I had a conversation with my boss, and together we created a workflow where one pharmacist stayed in the dispensary with a tech, and I was out on the floor, engaging with patients.

And that’s when the second story happened.

Story Two: The Iron Tablets

I was out front when a gentleman came in asking for “the iron tablets in the red bottle.” If I hadn’t been there, a staff member likely would have simply sold him the product and wished him a nice day. But I was there, and I asked a few questions:

“Have you had a blood test?”
“Were you found to be low in iron?”

That’s when he told me he had been diagnosed with haemochromatosis. What?!

This man, who has a condition of iron overload, was asking for iron supplements. In fact, he’d already finished one bottle. I checked his My Health Record to see if it held any clues as to why he thought he needed the iron tablets – nothing. I advised him not to take the tablets and encouraged him to follow up with his specialist.

Two weeks later, he came back to thank me. He said: “I didn’t know pharmacists could help in that way.” At first, I felt warm and fuzzy. But later, I felt sad.

Sad that this kind of help isn’t expected from pharmacists. Sad that so many in our communities don’t understand the true value of pharmacists. It also made me realise how powerful these moments can be – and how many more opportunities there are for pharmacists to have this kind of impact, if our role and environment make it easy for patients to approach us

So What’s Standing in the Way?

Sometimes it’s fear.
Sometimes it’s workflow.
But often – it’s the space.

A thoughtfully designed pharmacy layout can elevate everything we do. It’s more than aesthetics, it’s about function, flow, and the message we send the moment someone walks through the door.

Time and again, after we’ve helped pharmacies redesign their space, the pharmacists swear it’s a quieter day. But when they check the figures, they’re just as busy – often busier. The difference? The new layout makes the work feel smoother and calmer and less stressful.  

Recently I came across a book titled “How to Do Things You Hate: Self-Discipline to Suffer Less, Embrace the Suck and Achieve Anything”. One of the most striking insights from the book was this: your environment shapes your behaviour more than you think.

The spaces we live and work in either support or sabotage our discipline. We can design friction into bad habits, and reduce it for good ones. In other words, willpower isn’t our only tool. Sometimes, changing the environment changes the outcome.

This idea applies so clearly to pharmacy practice. And it’s why pharmacy fitouts and pharmacy design should be intentional, strategic, and grounded in how people behave, not just how a space looks.

When your consultation rooms are visible, accessible, and inviting, patients are more likely to use them. When your front-of-shop is calm and welcoming, patients are more likely to engage. When your dispensary layout allows for flexible pharmacist roles, you’re more likely to be present and proactive.

Design speaks. It tells your community: “We’re here to help. You can trust us. We have time for you.”

It gives you the chance to step out from behind the counter and into the conversations that matter — the kind that drive better health outcomes and remind ourselves why we chose this profession.

Community Pharmacy: A Strong Future

We have a choice.

We can wait and hope that patients see our value, or we can show them, in every interaction, every pharmacy layout decision, and every pharmacy fitout.

Because community pharmacy can have a strong future.

And that starts by making space – physical and professional – for the pharmacist to be seen, heard, and trusted.

Pharmacy design isn’t just about shelves, benches, or floor plans.

It’s about making space for connection. And when we design with purpose, we show – not just tell – the community what pharmacy can truly be.