by Jen Johnston
A mission statement is not “fluff.” This essential statement is what gives meaning and direction to any business. It answers the questions, “What business am I in and why?” and “Who are my customers?” The mission statement helps clarify whether your business is service-oriented, product-oriented, or both. It brings into focus just whom you are serving and why.
You might think this is a waste of time, since you know you are in the pharmacy business. But consider this – if you are only in the business to fill prescriptions, you may be headed for trouble. If you view your mission as broader, your approach to marketing may be drastically different.
For example, if your marketing efforts focus solely on your prescription business, you will exclude many current and potential customers. Your prescription department is one aspect of your business, albeit very important; however, with their typically higher margins, your health, beauty, and wellness departments constitute another important source of profitability.
Your mission statement will be broader and more meaningful if you view your 
pharmacy as an extension of the healthcare system in your community. Your role will be more significant if you see yourself as more than a dispenser of prescriptions, but as a trusted healthcare consultant and advisor.
Here is a mission statement for fictitious Community Pharmacy:
Community Pharmacy is in the business of providing the highest quality drugstore products and services to our community while remaining competitive in the marketplace. We strive to serve our customers’ needs while maximizing our profitability.
From your understanding of your mission comes the next step – understanding the overall goal of your business that you and your employees strive for each day. This overall goal is sometimes called your vision statement. Again, it’s not fluff. By putting the overall goal or vision into writing, your day-to-day work takes on a larger purpose. This vision should be explained to all new hires.
Here is a vision statement for fictitious Community Pharmacy:
At Community Pharmacy we foster a work environment that is dedicated to employee growth, as well as store growth. We encourage new ideas to promote and maintain our current business. We strive to be the best in the industry by remaining competitive and offering services that provide convenience to our customers. We take the time to listen to our customers’ needs so we can provide the best service possible. We believe the customer always comes first.
Mission and vision statements provide focus and direction for your marketing plan and your overall store operations. Don’t skip this critical step.