Many years ago we ran a marketing campaign titled "When is an independent community pharmacy like a penguin?" The thought process behind this was that many community pharmacists have a patented response when asked what makes their pharmacy different and successful. They all say "We treat our patients better than anyone else." This is why we chose penguins as a metaphor for this issue. They all look exactly alike and it is almost impossible to pick one out from the others. We actually issued what we call "The Penguin Challenge" because it is imperative for community pharmacists to know what makes their pharmacies uniquely successful.
