During the conference“Patient Loyalty: The Keys,” moderated by Charlotte Nattier and featuring a presentation by Aurélie Paquier, director of the Vu agency, a strong message emerged:patient loyalty is not limited to a loyalty card or promotions. It is built over time through trust, personalized advice, and the quality of the in-store experience. 

Through several patient testimonials, the conference highlighted that consumer behavior can vary greatly:some choose their pharmacy based on prices or promotional offers, while others remain loyal because of the pharmacy’s proximity, the pharmacist’s knowledge of their medical history, and the personal relationship they have with their pharmacist. In this context, loyalty is never a given: it must be nurtured on a daily basis and can quickly be undermined if the perceived added value disappears. 

The conference also highlighted the impact of the new code of ethics, which clarifies the role of communication in pharmacies.Pharmacies can now better communicate about their activities, expertise, and services, providedthey incorporate a strong public health focus. The example of sunscreen products illustrates this shift well: beyond simply promoting these products, pharmacists play a vital role in prevention, particularly regarding the risks of skin cancer. 

Aurélie Paquet highlighted the limitations of traditional customer loyalty tools, which often focus on price. Loyalty cards, promotions, or events such as

Commercial incentives may attract patients, but they primarily create superficial loyalty that can easily be undermined by a more attractive offer from a competitor. Conversely, healthcare services, pharmaceutical consultations,vaccinations, and follow-up care for patients with chronic conditions help build stronger, more lastingloyalty that is often less costly to acquire. 

To strengthen this relationship, several concrete ideas have been proposed:making the pharmacy more welcoming, encouraging interactions in the aisles, addressing patients by name, providing useful materials tailored to their needs, and offering concrete advice through fact sheets, tracking logs, or “pharmacist’s prescriptions.” The challenge is also to clarify the pharmacy’s positioning by highlighting a few key areas or areas of expertise, rather than flooding customers with a multitude of unclear messages. 

In conclusion,lasting patient loyalty depends above all on people. The pharmacist and their team are the primary drivers of loyalty, through their ability to listen, advise, support, and create a unique experience. More than just a marketing tool, patient loyalty thus becomes a genuine public health and community-based initiative. 

If you are registered for PharmagoraPlus 2026, you can watch a recording of this conference by clicking the following link:HERE.