Author: Annette Malave, SVP/Insights, RAB
Community pharmacies are evolving into frontline healthcare destinations – delivering everything from prescriptions to preventive care and wellness support. But as their role expands, so does the need to stand out locally and prove measurable impact.
According to the National Association of Chain Drug Stores, nearly 90% of Americans live within five miles of a pharmacy, making them one of the most accessible healthcare touchpoints in the country. That proximity creates opportunity – but performance turns opportunity into growth.
The role that pharmacies play continues to expand and that creates competition. According to the CVS Health 2025 Rx Report:
- 84% of patients view pharmacies as credible healthcare sources
- 80% prefer in-person care
Pharmacies are becoming high-frequency healthcare hubs, competing not only with each other, but also with urgent care, retail clinics and telehealth providers. Driving awareness to promote differentiation and drive consideration has become more important. Broadcast radio, known for driving awareness, also drives intent and improves a brand’s perception.
A case study focused on an online pharmacy and a healthcare brand provides clear, category-specific proof of radio’s impact.
The campaign measured pre- and post-exposure results among consumers in targeted U.S. markets and found:
- Brand awareness increased from 25% to 38%
- Familiarity with pharmacy offerings rose from 21% to 28%
- Perception as a valuable healthcare provider increased from 23% to 28%
In addition, AM/FM radio listeners demonstrated higher familiarity and stronger brand perceptions than the general population, reinforcing radio’s ability to not just reach audiences—but influence them.
Six out of every ten adults who filled a prescription at a drug store or pharmacy, tune into radio, per MRI-Simmons. This reach also drives behavior. Exposure to radio advertising leads consumers to search, visit websites and take action shortly after hearing a message.
For community pharmacies, that means:
- More “pharmacy near me” searches
- Increased awareness of services like vaccinations and clinics
- Higher likelihood of same-day or same-week visits
In a category where needs are often immediate, that search-to-store connection is critical. Radio aligns perfectly to fulfill and drive these behaviors by reaching consumers close to the moment of need and when they are on the go.
Community pharmacies sit at the intersection of local service, healthcare and retail. For businesses in this category, it means an ongoing opportunity to stay connected with local consumers and engage potential new ones.
Community pharmacies are central to how consumers access care. And in a category driven by proximity, urgency and repeat engagement, radio stands out – not just as a trusted medium, but as a proven medium to deliver results.