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Jefferson Pharmacy Earns NCPA Innovation Center Excellence Award

by NCPA | Mar 06, 2019

ALEXANDRIA, Va. (March 6, 2019) — Jefferson Pharmacy in Palmyra, Va. has earned the National Community Pharmacists Association's NICE Award (NCPA Innovation Center Excellence) for Best In-Store Display. This is the second year of the NICE Awards competition, which was created to recognize pharmacies for their efforts to enhance their value, promote their services, and better serve their communities.

"Congratulations to Jefferson Pharmacy and Jonathan Oliver, co-owner and front-end manager, for earning the NICE Award for Best In-Store Display," said Kurt Proctor, PhD, president of the NCPA Innovation Center. "The NICE Awards spotlight the best of community pharmacy branding and marketing – the innovations and redesigns that have made promotions more effective and patients' experiences more rewarding. Jonathan does an amazing job of creating unique displays that are resonating with Jefferson Pharmacy's patients."

Oliver knows that with the challenges facing independent pharmacy, the goal is to create a buzz with interesting displays that get attention and, ideally, additional sales. Last year Oliver, who has enjoyed carpentry since he was a kid, built a cart using an old wood pallet as a base and stocked it with natural and gourmet food. All it took was a $20 sheet of plywood, some hardware, and eight hours of labor. Additionally, he fashioned an end-cap with a display of local honey, another easy and inexpensive effort. An end-cap is a display for a product placed at the end of an aisle to grab shoppers' attention. Oliver prefers not to recycle displays, and always looking for something fresh and new.

"I would like to think the displays have helped," Oliver said. "These are lines that you do not expect to find in a pharmacy but are doing great. The honey was a very big hit with shoppers."

Jefferson Pharmacy was established in 2009. Its products and services include standard retail, medication adherence, durable medical equipment, medication therapy management, travel vaccines, health screenings, immunizations, Medicare open enrollment consultation, multi-dose pill packaging, and medication synchronization.


Founded in 1898, the National Community Pharmacists Association is the voice for the community pharmacist, representing 22,000 pharmacies that employ 250,000 individuals nationwide. Community pharmacies are rooted in the communities where they are located and are among America's most accessible health care providers. To learn more, visit