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In healthcare, we often talk about influencers who shape consumer decisions. But pharmacists provide something far more valuable: personal, considered recommendations grounded in real human interaction, says Aden Kelly...

Three products from Lanes Health – a family-owned business based in Gloucestershire – were recognised by this year’s Independent Community Pharmacist’s Products of the Year Awards: Olbas Breathe Easy Patches took Baby & Child Care Product of the Year, with Jakemans Throat & Chest and Olbas Oil both Highly Commended across the categories. 

We’re incredibly proud to have three of our products recognised in the Independent Community Pharmacist’s Product of the Year Awards. It’s a meaningful achievement - and one that reflects the care, expertise and dedication that go into developing, manufacturing and distributing our remedies.

What makes this recognition truly special is who it comes from. These awards are voted for by independent pharmacists, not a sponsored panel or closed jury, but the people behind the counter, supporting communities across every region of the UK. That gives this accolade a unique and powerful significance. 

In healthcare, we often talk about “influencers” - those who shape consumer decisions, where trust lies and which voices people turn to in moments of need. Long before people were searching online for advice on a sore throat or a blocked nose, pharmacists were already providing something far more valuable: personal, considered recommendations grounded in real human interaction.

Community pharmacists are often a constant presence in people’s lives. They’ve seen families grow, from newborns and teething toddlers to school-age illnesses and are often among the first to notice when older members of the community may need additional support.

They’re frequently the first port of call for everyday health concerns like coughs, colds and sore throats. For those who live alone or face barriers accessing a GP, they can also be a vital source of reassurance and guidance.

The relationship between an independent pharmacist and their customers goes far beyond a transaction. It’s built on familiarity, consistency and trust developed over time. 

And that trust matters. Data shows* that the top reasons people choose a product are because they know it works (43%), they trust it (39%) or it’s something they’ve always used (36%). In moments of uncertainty, it’s often the pharmacist’s recommendation that helps make that final decision.

That’s exactly why pharmacist endorsement means so much to us. When an independent pharmacist recommends a Lanes Health product, it’s because it has genuinely earned their confidence.

It’s also worth reflecting on the timing of these awards. We’re in a period of heightened price sensitivity, with consumers more deliberate in their choices than they’ve been in years. While some have explored own-label alternatives, we’re seeing that loyalty to trusted, heritage brands remains strong. People continue to choose products they know will deliver.

An award voted for by pharmacists speaks volumes. While the industry rightly explores new channels, audiences and ways to reach consumers, it’s important not to overlook the original and most trusted influencer: the community pharmacist.

For many of us, they’re a familiar face on the high street - someone who knows their customers by name, has been part of the community for years, and offers trusted advice when it matters most. It’s a relationship worth valuing and one every brand should invest in.

Aden Kelly is sales director at Lanes Health.