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About the Authors: Dr. Cohen received a BS in pharmacy from the University of Illinois at Chicago (UIC) and a PharmD from Midwestern University Chicago College of Pharmacy (MWU). After owning an independent pharmacy for many years, he moved into the corporate sector as Director of Pharmacy for Dominick’s Finer Foods (a division of Safeway). He has served as Senior Director, Clinical Services, for Walgreens. Today, he serves as Executive Vice President of Pharmacy Advocacy at MJH Associates, a health care communications company. Dr. Cohen has been recognized nationally for his role in bringing patient care to the forefront of community pharmacy practice. He holds adjunct faculty positions at UIC and MWU, as well as serving on both colleges’ advisory committees. Dr. Cohen has served as Chair of the Administration Section of the American Pharmacists Association—Academy of Pharmacy Practice and Management and on the Board of Directors of the Illinois Pharmacists Association.

Erna Mesic received a BS in biology from the UIC and Masters in Public Health from Benedictine University. She has worked for Walgreens, first as a pharmacy technician and later moving into the corporate sector serving pharmacy services programs such as immunizations, health system transitions of care, and most recently as Director of Pharmacy Operations (Market Access).



After completing this chapter, readers should be able to

  1. Describe the evolution of merchandising in pharmacy from the beginning of the 20th century to current practices used today.

  2. Identify merchandising techniques that enhance the awareness and use of the pharmacy department as a health care destination for patients.

  3. Explain omnichannel merchandising challenges to changes in the way patients access pharmacy health care services.

  4. Identify and discuss the implications of ineffective omnichannel pharmacy merchandising.

  5. Evaluate the impact of merchandising on the financial success of a pharmacy.


Jerry Western, a third-year Doctor of Pharmacy student, was home recently to attend a family gathering. There was much ado about Jerry’s progress in pharmacy school. His family was asking questions about school, his classes, his job, and his future. As the conversation continued, Jerry found the family involved in a discussion about how they search for and access pharmacy goods and services. The family had a full range of opinions that addressed everything from the ability to easily access a pharmacy, the range of goods and services they offer (including delivery services), and even a pharmacy’s online offerings. They discussed the pharmacists and staff, convenience, and the store hours.

Jerry was impressed with the conversation. He had never thought much about the issues being discussed by his family. It seemed that the pharmacy where he works as an intern, Middletown South Pharmacy, is the least liked by his ...

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