Independent pharmacies are navigating a transformative landscape shaped by digital advancements and shifting patient expectations. Despite the dominance of large chain pharmacies, these businesses are finding innovative ways to stay competitive by integrating technology and expanding beyond traditional roles.
Good Neighbor Pharmacy, a key subsidiary of Cencora (formerly AmerisourceBergen), supports independent pharmacy owners with tools and strategies to tackle modern challenges. These efforts range from optimizing daily operations to strengthening customer engagement and fostering community ties. Through its digital solutions, Good Neighbor Pharmacy enables its members to maintain their competitive edge while delivering trusted healthcare services.
Staying True to Its Core Mission
Since its inception in the 1980s, Good Neighbor Pharmacy has prioritized empowering independent pharmacies. Jenni Zilka, senior vice president of Community and Specialty Pharmacy at Cencora and president of Good Neighbor Pharmacy, highlighted the organization’s evolution in a recent interview.
“Initially, we focused on boosting buying power and brand awareness to help independent pharmacies resemble chains,” Zilka explained. “This included standardized signage, branding, traditional marketing, and high-margin products under the Good Neighbor Pharmacy private label.”
As the industry evolved, particularly during the growth of chain pharmacies in the 1990s and changing reimbursement models in the 2000s, Good Neighbor Pharmacy adapted while staying true to its mission: equipping independent pharmacies with the resources needed to provide exceptional healthcare and grow their businesses.
“Today’s pharmacy owners must navigate digital marketing, social media, and enhanced inventory accessibility,” Zilka added. “We assist them with digital advertising strategies on platforms like Google and Facebook, positioning independent pharmacies as trusted local healthcare destinations.”
Digital Tools Empowering Care Delivery
Good Neighbor Pharmacy’s approach includes digital tools designed to alleviate administrative burdens, allowing pharmacists to focus on personalized patient care.
“Pharmacists are among the most accessible healthcare providers, often interacting with patients more than other providers,” Zilka noted. “This unique position enables independent pharmacies to address broader public health needs, thanks to their proximity and strong community connections.”
These efforts have earned Good Neighbor Pharmacy significant recognition, including its eighth consecutive No. 1 ranking in Customer Satisfaction with Chain Drug Store Pharmacies in the J.D. Power 2024 U.S. Pharmacy Study.
Digital Strategies for Competitive Advantage
Amid increasing competition, Good Neighbor Pharmacy helps members differentiate themselves with tailored marketing and community-focused solutions.
“We provide insights into community demographics to identify care gaps and opportunities,” Zilka shared. “For instance, pharmacies can use multilingual signage or brochures to connect with diverse populations.”
To enhance front-end sales, Good Neighbor Pharmacy introduced Marketplace in 2023. This eCommerce platform offers over 50,000 products from 250 sellers, streamlining procurement for pharmacies and reducing vendor contract complexities.
Meeting Evolving Consumer Expectations
As younger generations prioritize convenience and digital engagement, Good Neighbor Pharmacy is adapting its strategies to meet these preferences.
“Younger consumers use technology to discover and purchase products,” Zilka stated. “We’re helping our members implement digital tools that appeal to this demographic, leveraging social media, mobile apps, and YouTube ads to drive awareness and engagement.”
By embracing digital transformation, Good Neighbor Pharmacy ensures its members are equipped to thrive in a competitive and ever-evolving healthcare market.
