As I was developing our recent white paper, I did a little research on the history of retail pharmacies. While my research didn’t stretch too far back in time, it was interesting to track the origins of the business of pharmacy and the experiences of customers over the years. So, speaking of experiences…if you’re not part of a certain generation, then you are probably not aware – or maybe only faintly aware – that drugstores used to be quite the popular social destinations. No, people didn’t flock to their local pharmacy to gather excitedly around the latest headache remedy. Instead, they took a seat at a friendly soda-fountain counter and enjoyed a variety of beverages, milk shakes, and eventually even hamburgers! If this seems incongruent with what we would commonly associate with pharmacy services, then think again…its origins were in health. The soda fountain phenomenon began at the beginning of the 19th century, when carbonated waters began to emerge as an important aid for sustaining health and to combat certain ailments. Over time, they became a logical extension of drugstore offerings for their perceived medicinal value. Pharmacies began producing soda water with special dispensing “fountain” machines and people would come in and buy it by the bottleful. Someone along the way got the very bright idea to add flavored syrups and make the freshly-created concoction available at a special counter in the store. The idea took off in a big way and soon the “soda fountain” became a regular component of most American drug stores. Many forward-thinking pharmacy owners seized on the trend with specially designed onyx and marble countertops, ornate fixtures of silver and bronze, and Tiffany lamps. These efforts represented early pharmacy-marketing at its finest, drawing in large numbers of people and enhancing the drug store’s status as a community centerpiece. The magazine Drug Topics even featured a special section on Fountain Management.
Over time, of course, quick-serve food, beverages, and ice cream became widely available through other outlets and as a result soda fountains in pharmacies began to decline rapidly in number. You’ll see a few around today but mostly they serve as nostalgic tourist spots.
The Pharmacy is still a gathering spot – but for different reasons
Community drugstores don’t serve the social function that they once did; nevertheless they are still drawing in huge numbers of consumers every week. These people may not be sharing milkshakes with their friends any longer, but they are getting everyday necessities, prescriptions, and over-the-counter medications. They are also finding pharmacist-provided services, wellness events, chronic disease management, educational information about medications, and treatment resources. While the 19th century “soda fountain” proprietors might be amazed at the experiences available today, they probably wouldn’t be too surprised. After all, the restoration and maintenance of health was the stimulus for what eventually became the soda fountain. And meeting the health needs of consumers continues to serve as the inspiration for today’s pharmacy leaders.
Read our white paper to get a perspective on pharmacy’s multi-faceted evolution and its value as a consumer pharmaceutical marketing platform.