Change is difficult. Yet, paradoxically, change is the only constant.
At various industry events like The Pharmacy Show , NPA – National Pharmacy Association events, and other key gatherings, I’ve spoken about the immense opportunity digitisation presents for pharmacies. I’ve shared why I entered this sector and the success stories we’re seeing. But today, I want to take a step back and revisit some powerful lessons from history—lessons that underline why the pharmacy industry must embrace change before it’s too late.
The Kodak Moment—A Warning for Pharmacies
Eastman Kodak Company , the pioneer of photography, invented the digital camera. Yet, the company collapsed. Why? Because its sales team was too focused on selling film rolls—their existing cash cow—rather than embracing the future of digital photography. The result? The world moved on without Kodak.
This is exactly what’s happening with repeat prescriptions today. If pharmacies continue to rely on them as their primary revenue driver without adapting to the digital shift, they risk the same fate as Kodak. Funding challenges, underfunding, and increasing competition from digital-first platforms mean that pharmacies must expand beyond NHS prescriptions. Private services, delivery charges, and digital presence are no longer optional; they are survival strategies.
If pharmacies don’t evolve, repeat prescriptions will become their “camera roll”—a business function that shifts elsewhere, leaving them obsolete.
The Automobile Paradox—Winning Over Consumers
When automobiles first appeared, they disrupted the world. Horses were frightened by these strange machines, and people were hesitant to adopt them. Some car manufacturers came up with a peculiar solution—they attached a fake horse head to automobiles so that horses wouldn’t panic.
Pharmacies must think similarly. The modern consumer is already accustomed to seamless digital experiences— Uber , Deliveroo , Just Eat Takeaway.com , and Amazon are shaping their expectations. Over 95% of the UK population owns a mobile phone. If your pharmacy lacks a digital presence, consumers will naturally gravitate toward competitors who offer convenience at their fingertips.
Digitisation doesn’t replace human interaction—it enhances it. A digital pharmacy makes services more accessible while retaining the trusted, local, patient-first approach that communities value.
The Lift Operator Lesson—Automating to Elevate Pharmacy
Electric lifts existed long before they were widely adopted, but for decades, people resisted using them. The breakthrough? Engineers added a “Speak to Operator” button, allowing users to call for help if something went wrong. This simple feature reassured people, and soon, lift operators were obsolete.
What does this mean for pharmacies? Patients call because they lack visibility. They want to know the status of their prescription, whether it’s ready, delayed, or needs action. If a pharmacy provides real-time digital updates—just like Amazon does with deliveries—patients won’t need to call. This frees up staff to focus on value-added services like private healthcare offerings, rather than answering routine prescription queries.
Here’s the catch: the NHS App is designed primarily for GP surgeries, not for pharmacies. While it offers some digital convenience, it doesn’t provide the same level of service that pharmacies can. The NHS App will not show real-time prescription statuses, delivery tracking, or allow seamless integration with pharmacy-led private services. Pharmacies that take control of their digital journey will be the ones that thrive.
Change is Here. Will You Lead or Lag?
History has shown us that industries that resist change eventually disappear. Kodak ignored digital cameras. Traditional transport businesses ignored @Uber. Lift operators resisted automation. The lesson? Ignoring change doesn’t stop it—it only ensures you’re left behind.
Pharmacies have an opportunity to shape their own future. By digitising operations, improving patient access, and offering services beyond prescriptions, pharmacies can not only survive but thrive in the digital age.
The time to act is now. Let’s come together and transform this industry.
The future of pharmacy lies in innovation, and the time to act is now.
written by Santosh