Forward dispensing and the customer: Chemmart’s key focus

A revitalised customer-focused strategy with forward dispensing central was the theme of last week’s Chemmart Conference.

Customer-focused forward dispensing; the impact of PBS reforms, including the optional $! co-payment (slated for 1 January 2016) and increased competition were key themes of the Chemmart Conference.

More than 300 people attended the member conference in Vietnam which concluded last week.

Chemmart executive director Duncan Phillips told delegates the brand would strive to be the most agile and ambitious brand in the community pharmacy market.

“The challenges for pharmacy are as significant as they have ever been. The environment dictates that to survive, change is required, and to win, game-changing is needed,” says Phillips..

“We need to be more relevant to our customers, provide better value and ranges and, by growing our business, continue to invest in our proposition.”

The conference also highlighted its revitalised branding strategy that was revealed earlier in the year. The program was developed to offer Chemmart pharmacists with training and skills to help them offer “exceptional” customer service.

Talking about the strategy, Phillips says that the Chemmart Masterclass program has been delivering outstanding results in pharmacies and he hopes this will continue next year.

“In  terms of the level of training and support we offer our pharmacists, we believe we can lead the market not just in Australia but globally.”


The brand also announced a new ‘innovation fund’, which will provide interest-free loans to members as a way to drive innovation in their stores.

“We’re in a challenging market with an important period ahead of us. Great businesses are made from great ideas and it’s really important that we’re bold and innovative,” says Phillips.

“When I first came on board and was visiting stores and meeting staff, it struck me just how many ideas are out there – and that’s why I wanted to start the Chemmart Innovation Fund.”

Members with new ideas that deliver to Chemmart’s wellbeing proposition for customers are encouraged to develop a business case and apply for the fund, the conference heard.

Other topics addressed at the three-day conference included the launch of a genetic testing service in Chemmart stores, a new partnership with the Professional Compounding Centres of Australia and the importance of sensory marketing.

Smarter marketing campaigns will see television advertising focusing on Chemmart’s wellbeing proposition start to air next week.

For more information about Chemmart visit


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