Numark Ltd is to change its branding to emphasise pharmacists rather than pharmacies as part of its strategy for 2000.
In an outline briefing document sent to shareholders recently, the company says: "Numark's branding should differentiate itself from multiple pharmacies and other independent pharmacies. Numark's strength is in its relationship between the pharmacist and the consumer, rather than the premises." The new branding will carry the words "Numark pharmacists" and the name of the business owner.
The briefing document emphasises the company's plans for minimum standards for member's pharmacies saying that it "cannot develop new services from local pharmacies until it deals with the problems which cause people to shop elsewhere". These problems are poor customer perceptions of the accessibility, exterior and interior appearance, merchandising, ranges and promotions, and the service offered by independent community pharmacies. The standards for members are to be drawn up by Numark's regional liaison committees.