Exploring the Brand Image of Pharmacy Using a Modified Nursing Framework.

OBJECTIVE: To explore pharmacist perceptions of their profession's current versus desired brand image. Guided by a modified version of the Brand Image of Nursing (BIN) Conceptual Framework©, the study sought to apply branding principles from nursing to pharmacy by examining how participants believed pharmacy should be perceived and who they viewed as responsible for promoting that image. METHODS: Data were collected through 50 facilitated discussion groups (n = 423) at a national pharmacy conference. Participants reflected on perceptions of pharmacy's current and desired brand image and identified stakeholders responsible for influencing that image. Inductive qualitative content analysis was used to analyze discussion responses and identify frequently occurring descriptors and thematic patterns related to pharmacy's brand. RESULTS: Notable gaps were identified between how pharmacy is currently perceived and how participants believed it should be perceived. Desired attributes included recognition as medication experts, healthcare providers, and essential members of the care team. Participants noted that pharmacy lacks a unified professional message and remains undervalued or misunderstood by the public. Comparisons with findings from nursing research using the BIN Conceptual Framework© revealed similar image gaps related to leadership and professional autonomy. Challenges unique to pharmacy included limited public visibility and unclear understanding of pharmacists' roles. CONCLUSION: Findings suggest that strategic, profession-wide branding initiatives could benefit the pharmacy profession. Applying relevant components of the BIN Conceptual Framework© offers a promising approach to guide these efforts. Unified messaging from pharmacists, educators, and associations is essential to elevate the profession's image and influence in healthcare.