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As Alphega Pharmacy celebrated reaching 1,000 UK members in 2013 and looks ahead to another successful year, PM catches up with Caitlin Sorrell, managing director of Alphega Europe

How much of an achievement is it to have 1,000 UK members in just five years?

We are extremely proud that we have reached 1,000 members within only five years of launching Alphega Pharmacy in the UK. It is a fantastic milestone in the development of the business. We are pleased that the valued support we offer independent pharmacies is becoming increasingly recognised and we continue to have high expectations for the future of Alphega Pharmacy in the UK.

What do members say they find most beneficial about Alphega Pharmacy membership?

Being a member of Alphega Pharmacy means access to a wealth of experience and insight into the skills of retailing, merchandising, customer care, networking, benchmarking against peers and business development. It also helps complement the 'traditional' skills of independent pharmacies with additional business support and guidance. Our members see the support of Alphega Pharmacy as a platform for their future success. Furthermore, independent pharmacies are known for their accessibility and ability to forge relationships with their patients and customers. Alphega Pharmacy helps members build on this by sharing best practice.

What are the benefits of being part of a wider European network?

The broader international picture of Alphega is very positive. We now have more than 6,000 pharmacies across our European network and many opportunities lie ahead. Being part of a wider European network means that pharmacists have a greater voice across Europe and are able to benefit from the transfer of best practice and economies of scale for cost reduction and manufacturer support. We open up independent pharmacy to suppliers right across Europe, and drive down costs on our members' behalf.

Why do you offer three tiers of membership in the UK?

We provide one extensive membership offer but with three ways to pay and take part. Our 'access level' membership provides members with an entry level support package. Once members experience the value of our offer and the additional benefits of a more inclusive package, which also includes the support of their own business mentor, many people choose to upgrade.

How has the launch of the consumer website helped boost Alphega Pharmacy?

The launch of the new website last year was an exciting development for us in the UK. We have noticed two key benefits for our pharmacists. Firstly, branded members featured on the website's pharmacy locator are getting additional marketing support and increased brand awareness. Secondly, nearly one-third of visitors to the website use the pharmacy locator to find an Alphega Pharmacy, which means additional customers for our members.

How does Alphega Pharmacy support pharmacists with CPD and staff training?

Our members have responded very positively to the training we offer via our CPD centre. This includes free online access to the CPD centre, CPD digest, case study library, video library, help desk and message board.

In addition, we help our members and their teams deliver great customer care by providing a broad range of training/reference materials, face-to-face team development training, and a customer care training app on the Alphega Pharmacy tablet.

Our members belong to a wider network of pharmacists, while at the same time retaining their independence

How can member pharmacies benefit from branding at the same time as retaining their individual identity?

One of the key benefits of Alphega Pharmacy is the fact that our members belong to a wider network of pharmacists, while at the same time retaining their independence. Members always keep their own pharmacy name, even if co-branded with Alphega Pharmacy on the facia.

Our members have many opportunities to benefit from the scale of the network, as well as the shared brand. For example, we supply members with Alphega Pharmacy branding and marketing materials, which would otherwise be time-consuming and costly to produce. Also our members in the UK benefit from the increased footfall that the new consumer website encourages.

What are the elements of good customer service in pharmacy?

We measure our customer journey through our mystery shopper programme. This looks at elements such as tidiness, cleanliness and ease of shopping, as well as how customers are acknowledged when they walk in, questions posed by pharmacists and the advice given. We firmly believe that good customer service is essential to maintaining customer loyalty.

Why was the Customer Care Champions initiative developed?

The initiative was developed because we wanted to reward and recognise our members and individual team members who are scoring 100 per cent in their mystery shopper visits.

Achieving consistent, high quality customer and patient care across all of our members is a key part of our journey towards becoming the community pharmacy of choice. Also, delivering great customer care not only makes customers feel good about that pharmacy but it keeps them coming in again and again.

What are the main challenges facing independent community pharmacies in the UK?

Competition and changes in the NHS, especially with regards to the commissioning of services and the reduction of payments for prescriptions. Pharmacies are being asked to work through their LPCs and get organised locally in order to work constructively with CCGs, health and wellbeing boards, local professional networks and other healthcare professionals. Following the Francis Report, all healthcare professions are under increased scrutiny, with care and compassion being just as important as delivering outcomes and meeting targets. We must remain diligent in providing a high quality service in the community.

Why do we need a strong independent sector in the UK and how is Alphega Pharmacy helping to promote one?

It is very important for the UK, and indeed Europe, to have a strong independent community pharmacy sector working in partnership with the NHS in order to provide the best possible care to patients in the community. Results from Scotland and Wales, and from national services such as MURs, show what can be achieved by a strong sector when pharmacies deliver services at scale to consistently high standards.

Alphega Pharmacy is playing an important role in helping pharmacists to further develop their business models and adapt their customer proposition to work with the NHS effectively, while maximising their profitability by identifying more commercial opportunities.

Can independents survive without being part of a larger group? Email pm@1530.com