Pharmacy Owner Highlights Experiences With Misinformation During COVID-19 Pandemic

Located in the Williamsburg area, the Prescription Shoppe not only navigated the complex challenges of misinformation and financial strain but also positioned itself as a critical health care resource for its community, according to Jade Ranger, PharmD, co-owner and pharmacist. During the height of the pandemic, the pharmacy ramped up its social media presence, collaborating closely with the Virginia Department of Health to combat widespread misinformation about COVID-19. By participating in "Myth Busters" campaigns and appearing on local news stations, the pharmacy's leadership worked tirelessly to educate patients about vaccine importance and accurate health information. However, their challenges extended far beyond communication strategies. The pharmacy experienced a significant financial squeeze, performing 10,000 more prescriptions in 2024 compared to 2023, yet seeing sales drop by nearly $250,000 due to increasingly complex pharmacy benefit manager (PBM) fees and DIR (direct and indirect remuneration) fee structures.

Despite these obstacles, the Prescription Shoppe remained committed to innovative service delivery. They expanded their offerings to include compounding services and point-of-care testing, creating revenue streams that both supported their business model and met critical community health needs. The pharmacy's approach goes beyond traditional dispensing, with a philosophy encapsulated by their hashtag #MakingADifferenceBeyondTheCounter. Pharmacists actively engage in patient care, checking drug interactions, following up with physicians, and providing personalized health guidance. The pharmacy's leadership emphasizes the importance of professional networking, maintaining memberships in national and state pharmacy associations, and actively participating in local chambers of commerce. By staying connected and adaptable, they've not only survived the pandemic's challenges but have positioned themselves as a vital, trusted health care partner in their community. Their strategy of identifying and filling specific community health care gaps while maintaining business viability serves as a potential model for other independent pharmacies navigating an increasingly complex health care landscape.

"Always think about how you can serve your community, [and] your specific patient population," Ranger said. "I think it's really important that you don't paint that with a broad stroke because our patients needs can be different, and once you are able to identify how you can specifically serve your community, it's really important that you do that and you capitalize on those opportunities."