When a patient picks up a script and swipes their card at the counter, it should be a routine transaction that puts payment in your pocket. But as independent pharmacists know all too well, it’s never that simple.In the dizzying world of PBM oversight, unpredictable reimbursements, ever-shifting fees, and the skyrocketing cost of credit card transactions, you’re often the last to know what you’ll actually earn on a prescription—and sometimes, you don’t earn anything at all.

The new year is full of new opportunities—and refining your marketing strategy should be at the top of the list in 2026.It’s no secret that pharma marketing is strategic: from doctor detailing and direct-to-consumer advertising to digital engagement, you have to use a variety of channels to reach the right patients with the right message.

In a world of swirling news stories, voices vying for attention, and misinformation around every corner, patients need someone to cut through the noise. For many, that voice is the pharmacist.

The era when pharmacy owners could rely on generous contracts and healthy margins is no longer. With rising costs, minimum to negative reimbursement rates, and PBM battles raging on, pharmacy closures have continued accelerating.

Meet a current pharmacy student, a former professor, and hear how the industry is changing and pushing forward.

Every year, pharma loses an estimated $630B on patient non-adherence—but the problem with adherence may not be the message itself, but where the message lands. Pharma invests billions annually in patient outreach: $10B in traditional advertisements, $20B on provider marketing, and an average $21M per drug on promotional efforts aimed at helping patients start and stay on therapy.

Connect 2025 is in the books, and we’re still buzzing about it. Earlier this month, we brought the RedSail Technologies network to Grapevine, TX and proved that everything really is bigger in Texas.

When a clinical message pops up in your pharmacy software—maybe it’s about reminding a patient to get vaccinated for shingles or flagging their 45-day+ gap in therapy—there’s more going on than computerized triggers and drug messaging.

For independent pharmacists, it’s rarely just about the software. Many pharmacists have built their business using PioneerRx, QS/1, or BestRx, and with that comes an expectation: that your technology partner will have your back while continuing to protect your future.