Community pharmacy is evolving rapidly and for many owners, automation has become a critical part of that journey.
We spoke with Kath Hughes, Senior National Sales Manager, about what’s driving that shift, how pharmacies can approach automation with confidence, and why partnership matters more than ever.
What typically prompts a pharmacy to start exploring automation?
It’s rarely a single trigger. Instead, it’s usually a combination of pressures building over time.
We’re seeing pharmacies dealing with increasing prescription volumes, particularly repeat prescriptions and monitored dosage systems. At the same time, staffing challenges haven’t gone away, and it’s becoming harder to scale using traditional, manual processes.
Then there’s the shift in focus. Pharmacies want to do more clinically, spend more time with patients, deliver more services, but they’re held back by the operational workload.
That’s where automation comes in. It helps pharmacies create capacity within their existing teams, rather than simply adding more resource.
You’ve been closely involved in automation for many years. How has that shaped your perspective?
I’ve had the unique privilege of being part of the original VBM 200F launch team in the UK, and I’ve seen first-hand how the technology, and our approach, has evolved over time.
In the early days, it was about introducing automation and helping pharmacies understand what was possible. Today, it’s about refining, optimising, and scaling, ensuring the VBM delivers real, measurable outcomes in live environments.
Being part of that journey means I’ve seen:
- What works in practice (not just in theory)
- How different pharmacy models adopt automation
- The importance of getting implementation and support right
It also means we bring a huge amount of real-world experience into every new project. We’ve learned from over 150 VBM installations and continue to build on that every day.
Are there any misconceptions pharmacy owners have about automation?
Yes, there’s a few that come up time and again.
One of the biggest is around throughput figures. On paper, systems can look very similar, but real-world performance depends on factors like prescription mix, workflow design, staffing models, and integration.
Having worked with the VBM 200F from the beginning, we’ve built up a strong bank of live, operational data. That allows us to set realistic expectations, rather than relying on headline claims.
Another misconception is that automation is plug-and-play. It isn’t. The best outcomes come from careful planning, integration, and collaboration.
And importantly, automation doesn’t replace people. It supports pharmacy teams, freeing them to focus on higher-value, patient-facing work.
How does your consultative approach shape the solutions you recommend?
For us, it always starts with listening. We don’t just look at where a pharmacy is today, we look at where they want to be in the future.
A good example is pharmacies with ambitious growth plans. Their current volumes might not immediately demand automation, but their future direction absolutely does.
In those cases, we’ll often recommend a solution that works today but scales with them; whether that’s supporting MDS growth, onboarding additional sites, or moving towards hub-and-spoke models.
What makes an implementation feel “safe” rather than disruptive?
A “safe” implementation is all about experience, structure, and partnership.
Having supported over 150 implementations of our VBM 200F automated blister packing solution, I’ve seen how our approach has evolved and been refined over time. Today, every implementation benefits from:
- A structured, end-to-end process
- Lessons learned from previous installations
- A deep understanding of real pharmacy workflows
We know what good looks like and we know where challenges can arise.
That allows us to:
- Set realistic timelines
- Tailor each installation to the pharmacy
- Minimise disruption as much as possible
For pharmacy owners, that experience creates confidence. They know they’re not going through something untested, they’re benefiting from a proven model built on real-world delivery.
What tends to differentiate pharmacies that see value quickly from those that don’t?
The biggest factor is willingness to adapt workflows. Automation delivers the greatest benefit when processes evolve alongside it, rather than trying to replicate manual ways of working.
The second factor is engagement.
With automated medication pack-filling, go-live is just the start. The customers who get the most value:
- Stay engaged after implementation
- Work with us on ongoing optimisation
- Make continuous improvements
Because I’ve worked with our VBM automation customers over many years, I’ve seen how that value compounds the more they refine their processes, the more benefit they unlock.
How do you support customers after installation?
This is where partnership really comes to life.
Every customer is supported by a dedicated UK-based account management team, acting as a single point of contact and helping them continue to get value from their automation.
We stay involved long after go-live, supporting:
- Workflow optimisation
- Performance reviews
- Service and system enhancements
- Future growth planning
And importantly, we connect customers into our wider expert teams — including engineers, technical specialists, and clinical expertise — so they have access to the full breadth of knowledge behind our VBM 200F and JVM DOB solutions.
It gives our customers confidence that they have a trusted partner they can rely on long term.
Consumables are sometimes seen as interchangeable. What’s your view?
It’s understandable why people think that, but in practice, it carries risk.
Blister packing systems, like the VBM 200F, rely on tight tolerances and dependable performance across the entire workflow. Consumables that haven’t been specifically designed and tested for the system can increase the risk of jams, errors, or downtime; ultimately impacting both pharmacy operations and patient supply.
Consumables are an integral part of that end-to-end process, directly influencing accuracy, system performance, and service continuity.
Using validated, purpose-built consumables helps ensure everything works together as intended. It’s about protecting the integrity of the entire system, not just a single component.
Looking ahead, what will define successful pharmacies?
The landscape is definitely becoming more demanding, so success will come down to a few key things.
The most successful pharmacies will be those that can:
- Operate efficiently and resiliently
- Protect time for clinical services and patient care
- Make future-focused investment decisions
- Build strong partnerships, not just supplier relationships
It’s really about being adaptable, putting the right foundations in place now to handle both current pressures and future opportunities.
Finally, what advice would you give to someone considering automation today?
Look beyond the product.
Automation is a significant investment, and success depends just as much on who you partner with as the technology itself.
Ask the right questions early:
- How will this work in my pharmacy day to day?
- What does implementation really look like?
- How will this solution integrate with my PMR and existing workflows?
- What support will I have after go-live?
- Will this scale with my business?
And most importantly, think long term. The right solution should help you operate more efficiently today, while giving you the confidence to grow and adapt in the future.
