For two years, I’ve been saying a sea change was coming. Today, you can feel it in every aisle, exam nook, and consultation window. Community pharmacies aren’t just the “last mile” of care anymore—they’re the bridge that gets people where they need to go, faster, safer, and with more trust than ever before.

One Simple Analogy to Frame It All: The Community Pharmacy as a Bridge

A good bridge solves hard problems elegantly. It connects two sides that used to require detours. It handles heavy traffic without losing integrity. It’s engineered, staffed, inspected, and constantly improved.

That’s the community pharmacy of 2025 and beyond.

• Clinical pharmacy is the bridge’s structural steel—evidence-based protocols and point‑of‑care (POC) tools that safely carry patients from worry to relief.

• Pharmacy operations are the load-bearing cables—workflow, documentation, billing, inventory, and central fill that keep the span strong.

• Pharmacy staff are the builders and attendants—pharmacists, technicians, and clerks who guide every traveler.

• Pharmacy trust is the bridge’s reputation—people choose your span because it’s reliable, direct, and open when others aren’t.

This is not a thought experiment. It’s the realized model of care many of us have worked toward, and it has finally arrived.

Why the Bridge Opened Now

COVID Test-to-Treat Accelerated Public Trust

During the pandemic, the federal Test to Treat initiative made thousands of pharmacy-based locations a one‑stop route to testing and timely treatment. That single change recast the pharmacy in the public’s mind—from a pickup counter to a frontline access point. HHS’ program description is clear: pharmacy-based clinics and other sites offered testing, evaluation, and treatment “in one stop, same day.” (ASPR)

In parallel, the FDA revised Paxlovid’s emergency authorization in July 2022 to allow state‑licensed pharmacists to furnish it to eligible patients under specific safeguards. This wasn’t a symbolic gesture; it codified the pharmacist’s role in urgent antiviral access and demonstrated how protocol‑driven clinical pharmacy can work at scale. (U.S. Food and Drug Administration)

Those two pillars—one‑stop access and pharmacist furnishing with guardrails—reset consumer expectations. Pharmacies proved they could safely manage high‑stakes care with speed and accuracy. HHS later extended key PREP Act authorities for pharmacy personnel through 2029, cementing the continuity of these services. (Pharmacist.com)

Even Retail Giants See the New Span

Walmart recently highlighted how its pharmacist role will “absolutely go deeper,” shifting more volume to centralized fill so store pharmacists can focus on one‑on‑one, clinical services like test‑and‑treat for strep, flu, and COVID where state law allows. In other words: move the repetitive tasks off the bridge deck, and let your on‑site experts guide traffic and solve problems. (Supermarket News)

Point‑of‑Care Marketing Crosses $1B—Because the Bridge Works

The Point of Care Marketing Association (POCMA) reports that POC marketing revenues surpassed $1B for the first time, with a 171% increase from 2019 to 2023. Meanwhile, DTC ad spend rose 26% and HCP‑targeted media fell 22% over the same period. Why? Because messages delivered at the point of care—in waiting rooms, pharmacies, and telehealth sessions—reach patients right before they act. POCMA also cites survey results that patients rate in‑office materials as more effective than websites, TV, or social media. The bridge is where decisions happen. (Fierce Pharma)

What the Bridge Looks Like in Practice (Clinical Pharmacy, Simply)

A patient arrives with symptoms. Trained staff register the visit and collect a brief history. A CLIA‑waived POC test is performed (e.g., rapid antigen for strep or flu). The pharmacist reads an objective test result, then follows a rigid, evidence‑based protocol to initiate treatment or refer. There’s no guessing and no scope creep. It’s clinical pharmacy doing what bridges do best: turning uncertainty into safe passage.

In many pharmacies, the entire experience—test to treatment—can be measured in minutes rather than hours, particularly when scheduling, documentation, and therapy selection are templated. Patients appreciate leaving treated, not just with a to‑do list.

Common Questions We Hear on the Bridge (And Straightforward Answers)

Q1: “Why can pharmacies test‑to‑treat for COVID, but not for flu or strep?”

Short answer: They can—in many states. The challenge is a patchwork of state practice acts, protocols, and payer rules.

• Authority: Since COVID, more states explicitly empower pharmacists to order/administer POC tests and initiate therapy for common infections (flu, strep, COVID), sometimes under statewide protocols and sometimes via collaborative practice agreements. But it varies by state—hence the “patchwork.” (NASPA)

• Precedent: The FDA’s Paxlovid move and the federal Test to Treat program normalized pharmacist‑enabled rapid care. Those pathways showed policymakers what’s possible—and safe. (U.S. Food and Drug Administration)

• Payers: Even when legal authority exists, reimbursement can lag. Some Medicaid programs and commercial plans reimburse pharmacists as providers; others don’t yet, or only pay under narrow conditions. That’s the bottleneck we must widen. (For example, Virginia recognized pharmacists as providers under Medicaid and authorized statewide test‑and‑treat for strep, flu, COVID, and UTI—evidence of policy momentum.) (Pharmacist.com)

Q2: “Are pharmacists replacing doctors?”

No. That’s a fallacy. Bridges don’t replace roads; they connect them. Pharmacists aren’t diagnosing based on symptoms in a vacuum. They’re reading objective test results and applying protocol‑bound algorithms to treat minor, acute conditions or to refer when red flags appear. Physicians (and NPs/PAs) remain essential for differential diagnosis, complex care, and longitudinal management. In hospitals, this collaboration has long been routine—one expert diagnoses, another expert optimizes therapy. Community care is catching up to the same team‑based model.

Q3: “Can this help with healthcare deserts?”

Yes—measurably. The U.S. faces a projected shortage of up to 86,000 physicians by 2036, with primary care gaps hitting rural and underserved communities hardest. Pharmacies are already within five miles of 90% of Americans, and pharmacist‑led test‑and‑treat creates new lanes on the access bridge, particularly when payer models recognize pharmacists and technicians for the clinical services they deliver. (AAMC)

At the same time, coverage churn from the Medicaid unwinding has left millions reconsidering or losing coverage temporarily, magnifying the importance of fast, local access points like pharmacies for triage, testing, vaccinations, and cost‑transparent counseling. (KFF)

Q4: “What exactly qualifies pharmacists to do this?”

Pharmacists complete intensive professional training—typically four academic years in a Doctor of Pharmacy (PharmD) program after required pre‑pharmacy coursework, plus licensure, and often board certification or residencies for those in advanced clinical roles. This is a medication expert trained to interpret results, identify interactions, apply protocols, and know when to refer—the core competencies a safe bridge demands. (aacp.org)

Pharmacy Trust: Why Patients Choose This Bridge

Trust is the currency of any bridge. Data from POCMA, highlighted by Fierce Pharma, shows patients value information delivered at the point of care more than info from websites, TV, or social media. When education appears where decisions are made—inside clinics, pharmacies, and telehealth flows—patients are more likely to engage and follow through. That’s why point‑of‑care marketing passed the $1B mark and grew 171% since 2019: it aligns information with action. (Fierce Pharma)

Pharmacy Operations: How to Engineer a Stronger Bridge

Think like an engineer: design for load, redundancy, and throughput.

1. Automation and Processes as the Off‑Ramp for Volume
   Offload high‑volume, repetitive dispensing to automation where feasible. That’s how Walmart is creating time and space for in‑store clinical services like test‑and‑treat and contraceptive prescribing (where allowed). The lesson for independents: anything that doesn’t require your bench’s brainpower should be streamlined, automated, or outsourced—so your team can practice at the top of license. (Supermarket News)

2. Protocolize Everything
   Build rigid checklists for each POC service: inclusion/exclusion criteria, red flags, counseling scripts, documentation, eRx templates, and payer rules. Protocols aren’t bureaucracy—they’re your bridge’s load specs.

3. Staff the Bridge Intentionally

   • Pharmacists: clinical decision‑making, test interpretation, therapy initiation under protocol or CPA, patient education, and referrals.

   • Pharmacy technicians: patient intake, data capture, inventory, device prep, billing support, and (in many states) vaccine support.
     The right pharmacy staff mix lifts service volume without compromising safety or experience.

4. Tighten Billing and Credentialing
   Test‑and‑treat is only sustainable if it’s paid. Learn payer‑specific workflows (e.g., medical vs. pharmacy benefit, POS modifiers, incident‑to equivalents where available). National groups like APhA and NASPA publish practical resources for billing and credentialing in strep/flu test‑and‑treat. (Pharmacist.com)

5. Measure Throughput and Outcomes
   Time‑to‑result, time‑to‑therapy, and avoidable referrals are your key metrics. Track and publish them. Bridges with posted load limits and maintenance records earn the most trust.

Marketing the Bridge: Meet Patients Where They Already Are

Your best marketing happens at the bridge. SiteLabs Global’s guidance for attracting new patients maps cleanly to point‑of‑care realities:

• Offer diagnostic testing services (flu, COVID‑19, strep, blood pressure, cholesterol) alongside OTC and counseling. This positions you as an access point, not just a pickup point.

• Build a strong online presence so local searches for “strep test near me” or “clinical pharmacy flu treatment” land on your scheduling page.

• Invest in community education—health fairs, workshops, prevention days—to convert general goodwill into repeat visits and referrals.

• Personalize service (medication reviews, adherence plans) to reinforce trust and differentiate your clinical pharmacy.

• Collaborate with local clinicians for warm handoffs in both directions. Bridges are most valuable when both shores are invested. (sitelabsglobal.com)

Overlay those tactics with the surge in POC marketing—which places high‑quality education in your waiting area, drive‑thru lane, and telehealth screens—and you’ve created the ideal “right message, right time, right place.” (Fierce Pharma)

Policy & Payer Reality: The Tollbooths on the Bridge

Here’s the truth: scope is not the only gate—payment is the other.

• Authority is expanding. Many states now let pharmacists test‑and‑treat for common infectious diseases using CLIA‑waived tests under statewide protocols or CPAs. But which conditions, which ages, and which settings? It varies. That’s the patchwork. (NASPA)

• Reimbursement lags. Some Medicaid programs and commercial payers reimburse pharmacists’ clinical services; others do not. Provider status, coding pathways, and network contracts are the deciding factors. Virginia’s Medicaid recognition is one example of how states are closing the gap. (Pharmacist.com)

• Federal continuity helps. The PREP Act extensions through 2029 maintain federal backing for pharmacy‑based vaccination and certain test‑to‑treat services, signaling long‑term legitimacy and encouraging payer alignment. (Pharmacist.com)

Bottom line: Patients already trust this bridge. Policymakers are fortifying it. Payers must remove the last tolls so pharmacists and pharmacy technicians can keep traffic moving.

What This Means for Independent Pharmacies

Independent pharmacies have always been community bridges. Today, you can compete not by out‑dispensing larger players, but by out‑serving them in clinical pharmacy, pharmacy operations, and pharmacy staff development.

• Clinical pharmacy: Add or expand test‑and‑treat lines for strep, flu, and COVID where permitted. Build standing orders or CPAs. Train your team with nationally recognized POC testing certificates. (NCPA)

• Operations: Use automation to reclaim bench time. Convert it into protocol‑driven care slots.

• Staff: Up‑skill technicians to run the intake, documentation, and device prep lanes. Delegate relentlessly—your license should be used for clinical decisions, not avoidable busywork.

• Trust: Publish your metrics. Ask for reviews. Use POC education materials to turn waiting minutes into informed decisions. (Fierce Pharma)

• Demand fair tolls: Join state associations advocating for provider recognition and reimbursement—Medicaid and commercial. The bridge is built; the tollbooths need updating.

Where RxPost Fits: Widening the Bridge for Independents

At RxPost, we champion independent pharmacies as the frontline and backbone of community healthcare. Our mission is to:

• Elevate clinical pharmacy—helping pharmacies stand up POC services and protocol‑driven pharmacy operations that let your pharmacy staff practice at the top of their training.

• Advocate for expanded payer models—so pharmacists and technicians are properly reimbursed for clinical care, not just product.

• Build healthier businesses—because a bridge only matters if it stays open. Profitability and access are not opposites; they’re interdependent.

When I worked under a Board‑certified pharmacist, it was routine for physicians to call for input on complex therapy decisions. That’s the hospital norm: an expert to diagnose, and another expert to treat. The community pharmacy bridge is bringing that collaborative model to Main Street—putting patients before egos, and access before delays.

A Quick Reality Check on COVID vs. Flu/Strep

• COVID: Pharmacists prescribing Paxlovid under EUA conditions (since July 2022) proved that rapid, protocol‑based therapy from pharmacists is both feasible and safe. (U.S. Food and Drug Administration)

• Flu & Strep: Many states authorize pharmacist test‑and‑treat for these exact conditions; others require CPAs or have narrower protocols. The bottleneck is often payer reimbursement and state variation, not clinical competence or test reliability. Expect continued convergence as more states update laws and payers follow. (NASPA)

For patients, this means you can often get tested and treated at your local pharmacy in under 30 minutes, then get back to life—instead of losing half a day at urgent care only to end up at the pharmacy anyway.

Your 90‑Day Bridge Plan (Independent Pharmacy Edition)

Days 1–30: Survey & Design

• Map your state’s test‑and‑treat authority and payer rules (Medicaid + top commercial). Identify the CPT, HCPCS, and payer‑specific codes you can bill today. (Pharmacist.com)

• Pick two POC services to start (e.g., flu & strep). Draft protocols, inclusion/exclusion criteria, and referral pathways.

• Enroll pharmacists/techs in POC testing training; choose CLIA‑waived assays and build SOPs for quality control. (NCPA)

• Choose an automation strategy to reclaim clinical time. (Supermarket News)

Days 31–60: Build & Pilot

• Configure scheduling, consent, documentation, and eRx templates in your workflow software.

• Stand up billing and credentialing for medical claims where payers support it; test clean claims on a small volume. (Pharmacist.com)

• Launch POC education: patient‑friendly displays and QR codes explaining what to expect, how fast results are, and when to seek additional care. (POC materials matter—patients trust information delivered at the point of care.) (Fierce Pharma)

Days 61–90: Expand & Promote

• Add COVID, flu, and strep as a bundled “Respiratory Rapid Care” lane with clear pricing (cash + insurance).

• Use SiteLabs Global strategies to attract new patients: announce testing services, strengthen your website SEO for “clinical pharmacy” + “test and treat,” host a small community screening day, highlight personalized care, and coordinate with nearby clinics for reciprocal referrals. (sitelabsglobal.com)

• Share throughput metrics (“Average time from test to therapy: 27 minutes”) to build pharmacy trust.

• Reinvest early wins into technician training and expanded hours during peak respiratory seasons.

Why This Moment Is Durable (Not a Pandemic Blip)

• Regulatory continuity (PREP Act extensions) and state reforms are stabilizing the role of pharmacists in front‑line care. (Pharmacist.com)

• Market validation (POC marketing > $1B; giants like Walmart retooling operations) shows money and attention are flowing toward the bridge—because it moves people efficiently. (Fierce Pharma)

• System pressures (physician shortages and coverage churn) make localized, protocolized access essential—not optional. (AAMC)

A Word on Scope—and Respect

Bridges need rules. Pharmacists don’t want to diagnose appendicitis; they want to treat the treatable under clear protocols and refer when the pattern doesn’t fit. That’s not replacing doctors; it’s respecting the lane markings so every clinician can work at the top of license.

The payoff for patients is obvious: fewer detours, less time off work, and faster relief. The payoff for physicians is real too: lighter queues for routine acute care, and more time for complex cases. And the payoff for pharmacies is profound: sustainable clinical pharmacy revenue, stronger pharmacy operations, empowered pharmacy staff, and durable pharmacy trust.

Closing the Loop: The Bridge Is Open—Drive On

Point‑of‑care pharma marketing topping $1B, patients rating in‑office information as more effective, federal backing for pharmacy services through 2029, and retailers re‑architecting operations for clinical roles—these are more than headlines. They’re mile markers on the bridge many of us set out to build. (Fierce Pharma)

At RxPost, we will keep widening this bridge for independent pharmacies—advocating for expanded payer models that reimburse pharmacists and technicians for the clinical care they already deliver, and for healthier businesses that keep the lights on for the neighborhoods that rely on you.

The sea change is no longer on the horizon. It’s under your feet.

Time to welcome more travelers.

Sources & Further Reading

• POC marketing > $1B, +171% since 2019; in‑office trust: Fierce Pharma summary of POCMA data. Fierce Pharma

• HHS Test‑to‑Treat (pharmacy-based, one‑stop): Program overview. ASPR

• FDA authorizes pharmacists to prescribe Paxlovid (July 6, 2022): Press announcement. U.S. Food and Drug Administration

• PREP Act authorities extended through 2029: APhA release. Pharmacist.com

• Walmart: pharmacist role will “absolutely go deeper”: Supermarket News interview. Supermarket News

• State patchwork for test‑and‑treat (flu/strep/COVID): NASPA explainer; YCC national summary. NASPA

• Physician shortage projections (to 2036): AAMC report. AAMC

• Medicaid unwinding and coverage loss: KFF survey. KFF

• Patient acquisition tactics for independents: SiteLabs Global, “5 Strategies to Attract New Patients to Your Independent Pharmacy.” sitelabsglobal.com