It follows the launch of Rowlands’ flagship “state-of-the-art” concept pharmacy in Ellon, Aberdeenshire last September, which combines “traditional dispensing services” with new technology.

The multiple – which has more than 450 pharmacies across Scotland, England and Wales – has already converted 12 of the 70 branches, with the additional 58 set to be completed “this year”, Mr Swift told C+D in an exclusive interview on Monday (April 25).

The pharmacies will be “similar” to its Ellon offering, he added, “with a focus on services and a focus on releasing time for conversations with our patients”.

Rowlands is “without a doubt”, moving towards a service-based model, he said.

“We want to be famous for pain management”

Key to all 70 “newly refreshed” pharmacies is a “real presence around medicines”, particularly with regards to support around pain management, Mr Swift confirmed.

“We know in pharmacy that the key medication that people actually look for is for pain management. We know in the UK, there's always a list of 10 million people suffering from pain,” he added.

“We want to really go all out and really focus and be famous for something around pain management.”

With patients facing difficulties booking GP appointments, a pain management service will allow them to “talk to an expert” and “really understand what will really benefit their pain and how we can help them manage that”, he told C+D.

“That's been massively successful in the first 12 and that will carry on definitely for the next 58 pharmacies,” Mr Swift said. “It's all about expanding our USP in pharmacy.”

Earlier this year, Rowlands also launched a private weight management service pilot in 100 pharmacies across England, Scotland and Wales, with the aim of extending the pilot across its UK network, “to enable more of its pharmacies to offer the free service”.