AAH is aiming to be the first port of call for independent pharmacies, for any aspect of their business, Nigel Swift, marketing and sales director at parent company Celesio UK, told ICP in an exclusive interview.

In preparation for its rebranding as a company 'All About Health', AAH has spent 18 months researching exactly what its pharmacy customers want from the company so that it can deliver on a number of fronts. "Everything we do now is with the customer in mind," says Mr Swift.

Wholesalers have had to change their focus as the marketplace evolves, admits Mr Swift. "It’s not going to be about pricing any more, it’s about added value." With this in mind, AAH now tailors its offerings to three categories of independent pharmacy:

• Those with supply needs – "There will always be some independents who want to be wholly independent"
• Those with help needs – AAH can provide support via, eg, IT solutions or business advice
• Pharmacists' grow needs can be satisfied via the Careway scheme.

With 135 independents now signed up to the Careway scheme, AAH is increasing its workforce to cope with the demand. And new own-brand products for Careway pharmacies were due to be launched at the Pharmacy Show.

One of the fastest growing categories is independent living aids, and around 400 pharmacies are now signed up to AAH's Better Life scheme, says Mr Swift. This category is a perfect fit for pharmacy, in line with its great access and the ageing population.

And AAH's Complete Generics solution promises the best generics prices on the market, in a scheme that 800 independents have signed up to.