Feel-good rooms on prescription

First of all, there are only a few specialists in pharmacy planning. Additionally, there is too little discussion about spatial design and functional workflows in the pharmacy sector. Market analysis is rarely considered. Pharmacies, as customers of manufacturing companies, are usually offered the kind of furniture they think they want. However, most pharmacists don’t give much thought to the actual space of their pharmacy.

This is likely due to historical reasons. Pharmacies follow a logical business model. In Austria, for example, the territorial protection system limits competition. While this has advantages, it also means that pharmacies never had to think much about how to position themselves against competitors. As a result, market analysis was often overlooked, and planning focused less on how to optimize customer interactions.

Pharmacies have unique characteristics. They serve an aging customer base and offer a wide range of services that many people ar not even aware of. Most customers simply visit a doctor, get a prescription, and pick up their medication. But pharmacies provide much more than that—they cover a broad spectrum of health and well-being services. The territorial protection system allows pharmacies to focus more on expertise rather than aggressive sales tactics. This advantage should be utilized. Personal expertise and direct customer interaction give pharmacies a significant edge over online retailers, which will become their biggest competitors in the future.

We don’t approach pharmacy design as mere furniture installers who place shelves where the client wants them. Instead, we consider the entire concept holistically. The goal is not to create flashy architecture but to provide a structured space that enhances services, expertise, and customer experiences. Architecture should make a space clear, easy to navigate, and intuitive. Customers are willing to invest in their health, but we must create an environment that encourages them to do so.

There are two key aspects. First, we need to reduce customer stress. The pharmacy should serve as a calm zone—a space that fosters a sense of security. When customers feel safe, they are more likely to engage with the pharmacy’s offerings. This involves careful attention to acoustics, lighting, and other architectural details.

Pharmacies, compared to other retail stores, face the challenge of displaying a vast number of products in a limited space. This makes category management crucial. Imagine walking into a supermarket—you first need to find the pasta or detergent sections. In a pharmacy, where everything is condensed into a small area, the design must clearly guide customers toward different product categories.

Over the years, we’ve developed a system with Josef Göbel Apothekenbau that optimizes pharmacy design. Our approach considers spatial psychology, particularly how shelving and mobile furniture can be arranged and adjusted over time. Another major factor is customer loyalty. Pharmacies rely heavily on repeat customers, as health concerns are built on trust. But this also presents a design challenge—we must keep things fresh and engaging for returning customers. Small changes in layout can create new experiences and draw attention to different offerings.

I have known Josef Göbel as a manufacturer since the 1980s. In the early 2000s, we sat down and analyzed how we could make pharmacy design more efficient. We quickly realized that we were duplicating efforts, especially when it came to furniture planning. That is how Josef Göbel Apothekenbau was founded—to streamline processes and offer cost-effective solutions.

…but of course, there is also the back-office area. Here, the focus is on optimizing workflows. When processes are streamlined—whether through automation or better layout design—pharmacists can spend more time with customers. In some cases, we have even developed concepts where pharmacists interact with customers directly in the space rather than staying behind a counter. The traditional setup, where customers must approach the pharmacist like a petitioner, is outdated. We aim to create spaces that foster more engaging and customer-centric interactions.