Marketing the pharmacist as a community health specialist

The marketing of pharmacy services in the community setting has traditionally focused on the sale or delivery of a product. The public in general is not aware of the typical community pharmacist's involvement in the overall health and well being of the populace he or she serves. This paper proposes a new focus to the marketing of pharmacy services that will highlight the expanded health role of pharmacists in the community and allow them to move away from a product-oriented practice toward a more service-oriented practice. Several examples of specialized services that can be easily implemented in the community setting are also presented.