As seen in the December issue of Retail Pharmacy magazine.
For this month’s Pharmacy Profile, we speak with the CEO of Fullife Pharmacies, Ian Shanks, about his career highlights, the impact of tech on pharmacy in recent years, how the pharmacy has evolved over recent years, and more.
What have been some of your career and store highlights so far?
Revitalising the Fullife brand with the guidance of our Strategic Director, Michelle Bou-Samra, and evolving it into an effective health-focused pharmacy model has been our greatest achievement of recent years. I’ve learned that you can no longer be all things to all people if you want to be taken seriously as a health destination pharmacy.
Therefore, your ranging, in-store layout and messaging, along with your team focus, need to reinforce your health credentials. While it was a difficult step to give up our perfume, cosmetics and giftware, our results over recent years have confirmed the correctness of that decision.
What has been the impact of technology on pharmacy over recent years?
I think Covid-19 accelerated the implementation and our acceptance of IT innovations such as e-scripts. Speaking for our group, we now actively search for IT platforms and concepts that not only appeal to our customers but also make the lives of our team easier and more productive.
How has the pharmacy industry and its approach to health services evolved over years?
I remember seeing a business advertise itself as ‘we specialise in everything’. I think those days are gone, and I believe the pharmacy industry, while [it was] slowly moving towards a stronger health focus pre-Covid, has emerged from the pandemic far more aware of the public’s desire for better health solutions.
Tell us about the ethos of your pharmacy and how it differs from other pharmacies in your view.
Fullife Pharmacies are a business for purpose. We believe in making a positive difference, not only in the lives and health of our pharmacy customers, but also for the women and children we serve in Ethiopia through the Fullife Foundation, our nationally registered charity. Every time a customer makes a purchase, we make a small donation to the Fullife Foundation through our ‘Give Back’ program. Our customers love this, and it’s helped us take the trust relationship with our customers to a whole new level.
Why is looking after your community so important to your pharmacy? What do think your customer base values the most about your pharmacy?
In Fullife, our goal is to focus on the needs of others, and we feel a responsibility to be that point of contact for the health needs of our local community. I think our locals would see us as positive, approachable, knowledgeable and genuinely interested in them.
What are your values at your pharmacy and why is it so important to maintain core values in community pharmacy?
Our values are integrity, care, education, service and teamwork. Our mission is to help our customers live longer and healthier lives, and our vision is to be the health hub of the local community. We live by these values, and they’re the trust builders with our customers.
How has the pandemic most changed the way your pharmacy operates?
The pandemic accelerated our transition to a health-focused pharmacy and the removal of all categories that don’t fit with this narrative. It’s also made our pharmacies much easier to navigate and receive service. It also prompted the expansion of our home delivery service.
How has your team performed during the challenges of the past two years?
Our team have been nothing short of extraordinary. Despite the challenges from frustrated and angry customers, especially in the early days of the pandemic, our people kept their heads held high, delivered more than 9000 Covid vaccinations, and provided exceptional service. However, there’s been a toll on our people, so we’re now more aware of the stresses they encounter, and do all we can to reduce the pressure they experience.
What is your most popular service? Why do you think it’s so successful? What is your advice to other pharmacies seeking to strengthen that service in their store?
Our most popular service is an in-depth medication review by a pharmacist in our health hub – the consulting stations located next to our consult rooms. Customers love the ability to ask questions about their meds and health in a private setting, and have a free coffee or beverage from our in-store Thrive health cafe.
What do you predict the rest of 2022 has in store for pharmacy?
The primary issue in pharmacy for the rest of this year, and well into the next, will be workforce. For us, it’s about securing our team, looking for new and innovative ways to reward and recognise their efforts, and for the business as a whole to investigate every possible avenue, IT or robotics [implementation] to make their lives easier, and help contribute to Fullife being an employer of choice.
What do you look forward to the most in 2022/2023?
We’re in the design stage at the moment, but I look forward to refitting our largest pharmacy early next year with our new Fullife Health model. We’ll be designing our dispensary around a new dispensing robot, and hope to introduce new and innovative spaces and systems so we can more effectively meet the health needs of our customers.
