Case Name :      Graham’s Pharmacy: Traditional Care, Modern Solutions

Authors :           Nicole Bérubé, R. Frank Delanghe

Source :              Ivey Publishing

Case ID :           9B16A047 / W16637

Discipline :        Marketing

Case Length :    09 pages

Plagiarism : NO (100% Original work)

In 2012, Graham’s Pharmacy opened to offer more traditional pharmacy services and counselling in contrast to franchise pharmacies. The business was the brainchild of a pharmacist and entrepreneur with a strong commitment to the pharmacist profession. Located in the heart of the historic business sector of Kingston, Ontario, Graham’s Pharmacy had taken over a historic building that formerly housed a bank. The pharmacy was intended to improve the quality of life of its clients through prevention and active engagement, rather than merely through the passive and mundane role of a pill dispensary. However, the pharmacy needed to be profitable if the vision was to be fully realized. Although the founder was confident in the capabilities of his team, and that a market existed for a pharmacy that provided personalized service and advice, he wondered how to market the business in light of competition from much larger rivals.