Building Community Referral Partnerships for Independent Pharmacy

As the retail pharmacy landscape continues to shift, store closures are no longer just limited to small independents. Major chains like CVS, Walgreens, and Rite Aid are shuttering locations across the country—revealing cracks in the PBM-driven model that once promised scale and sustainability.

While these closures underscore the broken economics of the current system, they also open a door for independent pharmacies to step forward. Nimble and rooted in the communities they serve, independents now have a chance to reclaim volume lost to mail order, preferred networks, and retail giants.

To seize this opportunity, it’s critical to establish strong community referral partnerships and position your pharmacy as the go-to resource in times of disruption. Here's how:

1. Engage Local Providers and Referral Sources Early

Physicians, discharge planners, and care coordinators will soon be working with patients displaced by pharmacy closures. Don’t wait for these patients to find you—proactively build relationships with healthcare professionals in your area.

Tactics to Try:

• Share a one-pager that highlights your pharmacy’s services, especially transition-friendly options like free delivery, medication synchronization, and compliance packaging (e.g., blister packs).
  
  
• Emphasize your ability to improve adherence and health outcomes through personalized service.
  
  
• Provide a direct contact (email or cell) for clinic or prescriber staff to streamline referrals and communication.
  
  

2. Use Digital Marketing to Target Displaced Patients

Modern marketing tools allow you to reach affected patients right where they are—online. Use geo-targeted advertising to focus on neighborhoods and ZIP codes near closed chain locations.

Effective Channels Include:

• Facebook and Instagram ads targeting users who frequented now-closed stores.
  
  
• Google Ads keyed to “pharmacy near me” and “prescription refill” searches in impacted areas.
  
  
• Email marketing to existing patients encouraging them to refer friends or family members affected by closures.
  
  

Tip: Partners like Dispense Marketing and GRX Marketing can provide turnkey support with geofenced advertising.

3. Offer Your Voice to Local Media

Pharmacy closures are news—and your local media is looking for expert insight. This is your chance to become the voice of independent pharmacy in your region.

Ways to Contribute:

• Offer to be interviewed on TV, radio, or in print about the impact of closures and how your pharmacy is stepping up.
  
  
• Write and submit op-eds or letters to the editor highlighting the risk of pharmacy deserts and the importance of access.
  
  
• Position your pharmacy as a local, accessible solution during this transition.
  
  

4. Host a Community Outreach Event

Sometimes the most effective marketing is face-to-face. Hosting a local event can build trust and generate awareness among new and existing patients alike.

Event Ideas:

• Free health screenings, flu shots, or blood pressure checks.
  
  
• Educational sessions on managing diabetes, heart health, or other chronic conditions.
  
  
• Open house with refreshments, giveaways, and introductions to your pharmacy team.
  
  
• Collaborate with local churches, senior centers, chambers of commerce, or civic groups to promote and co-host your event.
  
  

Encourage your current customers to invite friends and neighbors—especially those impacted by local closures.

The Bottom Line: Change = Opportunity

Chain pharmacy closures are reshaping the future of pharmacy access. For independent pharmacies, this is more than a crisis—it’s a turning point.

With proactive outreach, smart digital targeting, and a renewed focus on community relationships, you can not only weather the shift—you can lead it.