Your independent pharmacy is entering a new era where year-round immunizations and preventive care matter just as much as the annual flu rush. A comprehensive non-flu program isn’t just a nice add-on—it’s a strategic necessity that will strengthen your clinical presence, stabilize revenue, and keep your patients engaged long after.
Unlike flu season, which spikes and fades, non-flu vaccines create steady, predictable engagement. Patients who come in for shingles, pneumonia, RSV, or travel vaccines often come back for medication continuity, which builds trust.
“Previously, pharmacies were unable to give vaccines unless they had a collaborative agreement with a doctor. Today, most of the state pharmacy laws are written so they can prescribe and administer most vaccines in the pharmacy utilizing the CDC-approved guidelines,” Nick Smock, Director of Trade and Government Operations at PBA Health, said. “What’s more, a strong and successful non-flu program expands your clinical presence by positioning your pharmacy as a local and dependable destination for preventive care.”
While patient demand is growing for year-round immunizations, how can patients find marketing material from manufacturers?
What a Comprehensive Program Includes
Each category opens new revenue channels while addressing real gaps in community access.
- Adult immunizations. Shingles, pneumococcal, Tdap, and RSV
- Travel health. Vaccines, counseling, medication prep
- Lifecycle vaccines. HPV, Hepatitis A/B, meningococcal
- Community-driven services. On-site clinics, employer partnerships
“Today, there is a lot of free clinical, marketing, and educational support for pharmacies that offer vaccines in their communities,” said Smock. “Companies (e.g., Merck, Moderna, Pfizer, etc.), all work in a combined effort to create awareness and inform the public which pharmacies by ZIP codes are providing vaccines. The CDC (cdc.gov) is the official site for up-to-date guidelines and also provides informational materials for the pharmacist to use and distribute to their patients.”
Building a Workflow That Works
Pharmacies can use their pharmacy management system (PMS) and marketing tools to automate reminders, target eligible patients, and promote seasonal needs like back-to-school vaccines or pre-holiday travel. Automated outreach ensures your program stays top of mind without adding manual workload. Think about creating a dedicated “Immunization Lead” role that’s often a qualified, trained technician. They manage inventory, track upcoming opportunities, and ensure workflow runs consistently without any issues.
What CDC MMWR Shows About Adult Vaccine Uptake
- CDC MMWR analyses consistently show that adult vaccination rates remain below national targets for pneumococcal, shingles, Tdap, and hepatitis vaccines. Coverage varies widely by age, race, and underlying medical conditions, with many adults missing recommended immunizations.
- MMWR reports highlight that provider recommendation is one of the strongest predictors of adult vaccination, and
pharmacists are included as key immunizing providers in these findings. - Adults with chronic conditions—such as diabetes, COPD, or heart disease—are significantly less likely to be up to date on recommended vaccines, despite being at higher risk for complications.
- MMWR trend data show that pharmacy-based vaccination has increased steadily over the past decade, especially for pneumococcal and shingles vaccines, reflecting patient preference for accessible, community-based immunization sites.
- The CDC emphasizes that improving adult vaccination requires consistent, proactive outreach, including standing orders, reminder systems, and community-based immunization programs—strategies well aligned with independent pharmacy workflows.
Source: CDC MMWR (Morbidity & Mortality Weekly Report)
Pump Up Your Marketing
Your patients aren’t going to ask for vaccines they don’t know about. That’s why a strong marketing strategy is important to build awareness and drive participation. Start with simple, consistent messaging across your website, social media, and in-store signage. Highlight the convenience of walk-in availability, the expertise of your pharmacists, and the importance of staying up to date on adult vaccines.
“Offering and providing vaccines increases the trust in the eyes of communities which include the views of the patients and physicians,” Smock said. “As pharmacies educate, prescribe and administer vaccines, your pharmacy will transform and be seen as a preventive healthcare provider. Pharmacies occur as a destination for health care and prescription access in the community.”
Community partnerships can heighten your reach. Work with local employers, senior centers, and community groups to offer on-site clinics or educational sessions. These events not only increase vaccinations rates but also strengthen your pharmacy’s reputation as a proactive health resource. Think about creating seasonal campaigns—such as “Healthy Travel Season” or “Protect Your Lungs Month”—to keep your program fresh and relevant.
Train Your Team For Success
It may seem silly, but your staff is the engine of your non-flu program. With that said, invest in training that builds confidence and consistency for your team. You should be prepared to deliver clear, concise vaccine counseling, while technicians should be trained in documentation, billing, and patient flow. Regular team huddles can help identify barriers, celebrate wins, and keep everyone aligned.
Encourage your team to make proactive recommendations. When technicians and pharmacists feel comfortable initiating vaccine conversations, your program becomes more effective and patient centered. Equip them with quick reference guides, eligibility checklists, and talking points that make these conversations easier.
“Awareness, education, and training are the keys to growing and transforming your practice,” Smock said. “Consider with all the press in the market regarding vaccines there is concerned, concealed, demand for vaccines and or education. The pharmacist has a real opportunity to expose the need and educate the patient why to vaccinate or why not to vaccinate given their specific health status. This increases trust in you and your healthcare practice and pharmacy.”
“Asking the patient questions regarding vaccines and their health allows us as pharmacists to remember not all patients are the same. For example, do they have asthma? Do they have COPD? Do they smoke or vape? Are they immunocompromised? What are their health and vaccine concerns? This allows us space to open a patient-provider conversation to recommend and educate them on their particular risk factors and preventive measures,” Smock said. “Ultimately, it is the patient’s choice to receive a vaccine or not, and having the two-way dialogue with the patient is critical for them to make that decision.”
Competition is on the rise, and patients are choosing pharmacies that are proactive, modern, and clinically confident and capable. Having a comprehensive non-flu program signals that your pharmacy is ready for the future of community care. If you embrace this shift, you will strengthen your profession, deepen patient relationships, and stand out as an essential health hub in your community.
Purchasing Contracted Vaccines
Previously, most pharmacies purchased vaccines around Wholesaler Acquisition Cost (WAC) plus or minus. PBA Health created a relationship with a branded pharmaceutical vaccine manufacturer in 2017 to start the program. Today, PBA Health has contracts with Merck, Moderna, and Pfizer on the non-flu vaccines and another coming soon. Pharmacy owners can earn an adequate reimbursement fee for administration. By being on the PBA Health contract, you can purchase contracted items which allow for an advantageous buy/sell profit that covers your cost of operations, cost of goods, and receive a return on investment (ROI) for your practice.
To view contract pricing, log in to your PBA Health account, click ”Resources” then click “Vaccines.” You will find specific vaccine contract pricing information there. If you have questions or need assistance to create a PBA Health account, call us at 800-333-8097.
Understanding Today’s Non-Flu Vaccine Opportunities
Respiratory Vaccine (Merck, Moderna, and Pfizer)
- Covid-19
- Technician involvement
- Standing orders
- Patient communications
- Billing procedures
Increasing Patient Awareness
- Year-round vaccine messaging
- Patient education materials
- Social media
- In-store signage
- Medication synchronization conversations
- Prescription pickup opportunities
- Wellness events
Manufacturer Resources
- Patient education brochures
- Eligibility
- Vaccine Schedules
- Reimbursement assistance
- Marketing materials
- Training resources
Overcoming Common Challenges
- Inventory costs
- Storage requirements
- Insurance billing
- Vaccine hesitancy
- Staff time
More articles from the September 2026 issue:
- In-Pharmacy Testing
- Market Segmentation
- GLP-1 Reimbursement
- Cody Drug
- Your New Front-End Minimalism
- Reinventing the Pharmacy Technician
- Quality Choice Private Label
- Creating a Comprehensive & Profitable Non-Flu Vaccine Program
A Member-Owned Company Serving Independent Pharmacies
PBA Health is dedicated to helping independent pharmacies reach their full potential on the buy-side of their business. Founded and run by pharmacists, PBA Health serves independent pharmacies with group purchasing services, wholesaler contract negotiations, proprietary purchasing tools, and more.
An HDA member, PBA Health operates its own NABP-accredited warehouse with more than 6,000 SKUs, including brands, generics, narcotics CII-CV, cold-storage products, and over-the-counter (OTC) products — offering the lowest prices in the secondary market.
