Warrington, UK
Orford Jubilee Neighbourhood Hub is now home to Luto’s flagship digital signage installation, designed to help community pharmacies increase patient engagement, drive service uptake, and create new revenue opportunities.
The installation, which went live in February, includes four high-quality digital screens positioned throughout the pharmacy, including a widescreen over-the-counter display. The screens showcase animated, evidence-based health content developed by Luto.
The aim is simple: make patients aware of services they are eligible for, including Pharmacy First and other funded consultations that are often underutilised.
Awareness of these free services remains low, despite national initiatives such as Pharmacy First.
From posters to “silent salespeople”
Community pharmacies have long relied on paper-based posters and window displays to communicate services. These are often overlooked, difficult to read, and not designed with patient understanding or health literacy in mind.
Luto’s digital approach replaces static messaging with clear, engaging, and accessible content that patients can absorb quickly, even before reaching the counter.
Early feedback from the Orford Jubilee team suggests a clear shift in behaviour. Patients are spotting services from a distance and initiating conversations as they enter the pharmacy, reducing pressure on staff to prompt engagement.
With even a modest increase in service uptake, the screens are expected to become cost-neutral, effectively acting as “silent salespeople” within the branch.
Addressing a growing sector challenge
With the National Pharmacy Association (NPA) reporting that 65% of pharmacies are operating at a loss, improving awareness and uptake of funded services is becoming critical.
At the same time, many pharmacies are leaving revenue on the table due to low patient awareness and limited government promotion of initiatives such as Pharmacy First.
Luto’s model tackles both challenges:
- Increasing visibility and uptake of existing services
- Creating optional advertising space for additional revenue streams
- Delivering patient-friendly, evidence-based communication that supports better outcomes
While large pharmacy chains have long invested in digital infrastructure, Luto is focused on making this approach accessible and effective for independent and mid-sized pharmacies.
Built for scale across the UK
The Orford Jubilee installation marks the first of a wider rollout across the Northwest, with further deployments already underway.
Luto is actively seeking partners nationwide, with applications already extending beyond community pharmacy into NHS Trust settings. In these environments, high-quality, patient-friendly communications can support clear patient communication, which is relevant to CQC inspection criteria.
Quotes
“As an information scientist, with experience from both the NHS and M&S, I can see a wide gap between what pharmacies are trying to tell their patients, and what patients are understanding. Our work exists to close this gap, support high-street pharmacies and keep patients healthy.”
Wayne Middleton, Luto (CEO)
“UK pharmacies are playing an increasingly important role in supporting patients, but many people are still unaware of the full range of services available to them. When patients understand what their pharmacy can offer, they engage earlier, conversations happen more naturally, and uptake of valuable pharmacy services increases.”
David Pedder, Luto (iC Service Manager)
“I’ve really enjoyed working with the team at Luto. They have been very professional but also really friendly and flexible. The animations on our screens are very eye catching and have been well received by our customers and team members. I’m really looking forward to scaling up across our estate.”
Khalid Khan, Imaan Healthcare (Head of Training and Professional Standards)