Community pharmacies under pressure: issues of deregulation and competition

As providers of emergency medication, expert advice and specialist healthcare services, retail pharmacies are central to their neighbourhoods. Traditionally, recognition of this vital contribution to the community has been reflected in special protective measures at the macro level, making the pharmacy sector one of the most highly regulated within the UK retail industry. However, recent deregulation measures in relation to all aspects of the services marketing mix, namely products, price, place, promotion, physical evidence, people and processes, have made for a dynamic competitive climate with increasing pressures on the livelihood of small‐ to medium‐sized enterprises. Strategies for success are discussed.