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With the right strategy, independent pharmacies can revitalise their service by not only expanding their product range but deepening their relationship with their community, says Richard Janes…

Over the years, I've seen the role of pharmacies evolve from a place to pick up prescriptions to a hub for community health. Yet, there’s one area that many pharmacies have yet to fully tap into: dental care.

While oral health is crucial to overall wellness, it’s often sidelined. It’s about recognising that people increasingly want personalised care when it comes to oral health.

Pharmacies are ideally placed to provide this, offering tailored advice and a carefully curated selection of products for different needs - from sensitive teeth to children’s dental hygiene and even specialist items like orthodontic supplies or fluoride rinses.

Pharmacists can become trusted advisors, building loyalty with every interaction

This isn’t just about filling shelves with more options; it’s about offering customers advice they can't get in a supermarket aisle. By understanding the specific needs of their customers, pharmacists can become trusted advisors, building loyalty with every interaction.

Stocking a variety of reputable dental brands is key. High-quality products appeal to customers seeking effective solutions, while more specialist products can attract new audiences.

For instance, products targeting gum health or teeth whitening may appeal to adults, while fluoride-free or organic options can engage parents focused on their children’s health.

However, it’s not just about the products. Pharmacies can benefit immensely from transforming their space to make dental care a core part of the customer journey.

Create a dedicated dental section that’s visually appealing

Simple adjustments, like creating a dedicated dental section that’s visually appealing and accessible, can set the tone and invite customers to explore. Clear signage, shelves organised by need (e.g., children’s care, gum health, whitening), and even small educational displays about oral health can add to the experience.

For example, short guides on effective brushing techniques or the benefits of flossing positioned near the products can encourage customers to engage more deeply and perhaps even purchase multiple items.

Pharmacists should also consider training themselves and their staff to discuss oral health with confidence. A well-informed team can offer valuable advice on everything from managing sensitive teeth to understanding the importance of daily flossing.

Even simple guidance on selecting the right toothbrush or mouthwash can make a big difference to customers, who may not get this level of care in larger retail settings.

The opportunities in dental care go beyond immediate sales. By developing a reputation as a go-to source for quality advice and products, pharmacies can nurture long-term relationships with customers.

With an engaged team, a carefully chosen product mix, and an inviting layout, pharmacies can make dental care a central feature, turning it from an overlooked shelf to a valued part of their service.

This shift won’t just benefit sales; it will enhance the pharmacy’s role in supporting the community’s health, helping to cement its place in people’s lives for the long term.

Richard Janes is head of Alphega Pharmacy UK – retail.