The decision to invest in automated collection and the Pharmaself24 has given Zia the clear point of differentiation he was looking for to support the recruitment of new patients. Not only that, it led to HMI Pharmacy being included on the shortlist for Business Initiative of the Year at the 2019 C+D Awards.

Zia says it provides an answer for anyone questioning why they should choose to bring their prescription to his business. At the same time, because it is visible from the street, bypassers are not always sure what the Pharmaself24 is and so it opens up a conversation.

Once patients have tried it, even those who are initially reluctant are quickly won over by its convenience and ease-of-use.