NCPA promotes local pharmacies in satirical campaign

National Community Pharmacists Association has rolled out a nationwide advertising campaign titled Neighbors, Not Numbers, promoting local, family-owned pharmacies as an alternative to corporate chains and mail-order services.

The multi-million-dollar, multi-year campaign will air nationally over the next two weeks on CNN, Fox News, HGTV, TBS, and TLC before expanding to local cable, streaming platforms, social media, and online sites.

The initiative seeks to highlight the personalized care and convenience offered by independent pharmacies.

Kristen Riddle, president, NCPA: "Corporate pharmacies treat patients like numbers. We want Americans to rediscover their local, family-owned pharmacy, where they will get a much better experience and state-of-the-art health care. There's a local alternative nearby, and we want to help them find it."

Satirical approach underscores service gaps

One commercial, What I Love About Chain Pharmacies, uses satire to emphasize shortcomings at corporate outlets. Customers ironically praise inconsistent operating hours, automated phone systems, and being treated impersonally. Another spot mocks mail-order pharmacies, showing mishaps such as prescriptions delivered to the wrong address or arriving late—or not at all.

These scenarios are then contrasted with the friendly, personalized service that community pharmacies provide, reinforcing the value of local access. All ads encourage viewers to use the NCPA website pharmacy locator to find nearby independent pharmacies.

Emphasizing accessibility and trust

Riddle: "There are nearly 19,000 independent community pharmacies across the country, and there's a very strong chance there's one very close to you. Independent pharmacies were treating patients long before the box stores, and long before mail order, and we're still here to give you and your family the health care experience you deserve."

www.ncpa.org

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