Pharmacy
Pharmacy On King
A neighbourhood pharmacy website built around prescription transfers, because that is what patients arrive to do.
The brief.
An independent pharmacy competes with chains that have far bigger budgets and, usually, worse service. Almost everyone who reaches the website is doing one of two things: moving a prescription across from somewhere else, or checking whether a specific service is offered before making the trip in person. Anything that delays either answer costs the pharmacy a patient it had already won.
How it was decided
Three calls that shaped the site.
Transfer first, story second
Moving a prescription is the highest-value action on the site, so it is offered immediately rather than sitting at the bottom of a services page. The pharmacy's history is worth reading, but it is not why anyone came.
Services as a list, not a paragraph
Patients are checking for one particular service, not reading about all of them. A scannable list answers that in seconds; prose makes them hunt. The list is also what a search engine can pull a direct answer out of.
Local, not corporate
Chain pharmacy websites read as institutional, and that is the one advantage an independent has. Warm red on white, the real service names staff actually use, and a contact form that reaches the pharmacy rather than a queue.
What the build included.
- Single-page structure, as long as the content needed
- Prescription transfer as the primary action
- Scannable service listing
- Contact form delivering to the pharmacy inbox
- Tap-to-call on every screen
- Responsive across phone, tablet and desktop
More real work.
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