Westbury Chemist's winning formula

Wole Ososami, the Director and lead pharmacist at Westbury Chemist, shares insights into the key factors behind the pharmacy’s success and his approach to leadership...

Westbury Chemist, located in Streatham, South London, serves as a prime example of what the future of pharmacy can look like. Under the leadership of Wole Ososami, the pharmacy has garnered recognition, including winning the prestigious Pharmacy Business of the Year award. Wole attributes this success to the balanced and innovative model the pharmacy operates on.

Westbury Chemist is a hybrid of NHS services and private services, with NHS services accounting for 55% of the business and private services for 45%. This balance has allowed the pharmacy to reduce its reliance on government funding, which has helped set it apart in an increasingly competitive healthcare environment.

In 2022, the pharmacy underwent a significant redesign. The new look, clean and modern, was designed to appeal to a wider demographic and create a more inviting atmosphere for customers. The store spans across four shop fronts, offering a spacious layout, large counters, digital screens displaying promotions, and see-through shutters that enhance visibility after hours. Westbury Chemist is open 365 days a year, from 9 am to midnight, and includes five consultation rooms—two of which are CQC-compliant—used for GP services and aesthetic treatments.

Balancing Roles

Wole believes that the key to his success lies in his ability to balance two important roles: that of a pharmacist and a businessman. “The pharmacy industry is highly competitive and constantly changing, so your ability to wear both hats is essential,” he explains.

Winning thePharmacy Business of the Year award was a moment of recognition for all the hard work put into building Westbury Chemist into what it is today. Wole notes, “I’m excited and overwhelmed that our hard work is finally being recognized. This award will not only boost our team’s morale but also help reassure clients and customers that we’re a trusted and well recognized business.”

The recognition has also given the team a sense of achievement, which Wole plans to capitalize on by showcasing the award in-store, featuring it on their upcoming website, and mentioning it in a newsletter to customers and patients. “This will help maintain confidence in doing business with us, knowing we have been acknowledged for the work we do.”

Innovations That Set Westbury Chemist Apart

Wole and his wife Bola purchased their first pharmacy, Jackson Chemist, more than 23 years ago and gradually expanded their business portfolio over the years. Westbury Chemist was their fourth acquisition, which they took over in November 2020 as part of a group of two pharmacies.

When Wole and his wife took over, they quickly recognized the need for a major upgrade. “I’ve been in this area for 20 years and have a deep understanding of the local community and their needs,” he says. “I knew that a change was necessary. People needed a place where they could shop in a pleasant and comfortable environment.”

With numerous competitors in the area, Wole decided that Westbury Chemist needed a 10X stand out. He carried out a high-end store refit redesigning the store’s layout to create a more welcoming atmosphere. Additionally, Wole embraced digital technology with the introduction of a paperless patient entry system and the Westbury Chemist branded mobile app that allows customers to track their orders. This has helped free up staff time, increase efficiency, and improve customer loyalty.

“The launch of the mobile app significantly helped reduce phone call volume and enabled staff to focus more on delivering services,” Wole explains. The layout of the pharmacy was also revamped, with wider aisles and a more clutter-free environment, which has led to increased foot traffic and first-time customers.

Introducing Automation

One of the standout innovations at Westbury Chemist has been the integration of automated dispensing systems. These systems have drastically reduced patient waiting times, a common frustration in the pharmacy industry. “Before we introduced automation, customers would wait up to 20-30 minutes for prescriptions,” says Wole. “Now, with the automated dispensing system, we can serve a majority of our customers in 10 to 15 minutes.”

Automation has also been extended to other aspects of the business. Wole introduced a blister-packing robot, which has reduced manual labour and helped streamline operations. Along with adopting a hub-and-spoke model across four pharmacies, the automation system has improved workflow, reducing the need for additional staffing, though no layoffs have occurred due to these changes.

In-store, the introduction of background music adds to the relaxing atmosphere, encouraging customers to spend more time in the pharmacy. This focus on automation and customer experience has led to improved productivity, customer satisfaction, and staff morale.

Left to Right: Shailesh Solanki, Stephen Kinnock MP, Wole and Bola Ososami, Barry Gardiner MP, Kalpesh Solanki and Rory Bremner

Future Plans

Looking ahead, Wole is focused on further enhancing the pharmacy’s online presence and improving its use of software automation. One of the key upcoming initiatives is the introduction of a chatbot on the pharmacy’s website to assist customers with stock availability queries.

“We want to enhance the online shopping experience, and integrating our mobile app with the PMR system will allow customers to track their orders in real time,” Wole explains. Additionally, integrating inventory control systems across both online and offline stock will help reduce stockouts and improve product availability.

Westbury Chemist has also teamed up with Heal Health to provide private GP services, hormone replacement therapy (HRT), and weight loss services. Wole plans to expand these services further in the future, helping meet the growing demand for healthcare services outside of the NHS.

A Diverse, Multi-Cultural Team

At Westbury Chemist, the team is made up of both full-time and part-time staff, providing the flexibility needed to meet the demands of being open 365 days a year. Weekends and bank holidays are the busiest times, and having a diverse workforce ensures that there are staff members available to meet the needs of customers during these peak periods.

Having a multi-cultural and multi-religious team allows for a better work-life balance, with staff able to cover different holidays based on their own religious observances. This flexibility ensures the pharmacy continues to provide excellent service, even when others might be closed.

Addressing Challenges Head-On

One of the biggest challenges facing the pharmacy sector is the ongoing issue of medication shortages, which has been exacerbated by funding cuts. “The government has set priorities around funding for dispensing, which is leading to medication shortages,” Wole explains. “As pharmacists, we need to evolve into clinician roles to stay relevant in this changing landscape.”

Wole also shares the difficulties faced by pharmacy teams due to the complexities of medication procurement. “Patients don’t always understand the challenges we face when medications are delayed or unavailable, which can lead to frustration and increased anxiety,” he says. “To keep customers happy, we sometimes end up purchasing medicines at higher costs than what is reimbursed.”

Wole estimates that around 10% of the medicines dispensed at Westbury Chemist are bought above reimbursement prices, which adds up over time, especially when the price difference is significant. However, he notes that the mix of NHS and private services helps manage the financial strain caused by medication shortages and fluctuating prices.

Paving the Way for Service-Based Pharmacy

With the shift in government funding from dispensing to service provision, Wole believes that pharmacies must adapt to the changing landscape. He sees the Pharmacy First service as a crucial opportunity for pharmacies to offer more services and receive compensation for work they have been doing for years.

"Pharmacists have skills beyond dispensing medication. With the new Pharmacy First service, many tasks we previously did for free are now being recognized and reimbursed, although the payment still doesn't fully reflect our expertise" Wole says.

Empowering People to Lead

Wole’s leadership philosophy revolves around empowering his team and creating a high-performance environment. “I believe in delegating responsibilities so that my team can take ownership of their roles,” he says. This approach has helped foster a culture of independence, allowing Wole to maintain a healthy work-life balance.

“I don’t work weekends unless there’s a last-minute cancellation, and I make sure to take time off when I need it. Work-life balance is key to maintaining personal and professional well-being,” he adds.

Wole is also a member of the Independent Plus Pharmacy Association (IPPA), which supports pharmacists and independent pharmacy contractors of African descent in achieving excellence in their businesses.

For aspiring pharmacy business owners, Wole’s advice is clear: “You must think as both a pharmacist and a businessperson. Understand what it means to run a business and be able to attract and retain the right talent.”

If You Weren't a Pharmacist, What Would You Be?

Wole’s answer: “I would be a high-end motivational speaker. I love to inspire and empower people to act. That’s my second heart.”