A consistent professional brand for pharmacy-the need and a path forward.

Objective: The authors draw on their broad experiences in the profession to put forth their assessment of the critical need for all elements of the pharmacy profession to agree upon its core services, and to deliver those services in all pharmacies. And also the need to promote the value of those services to patients, payers, and other providers.

Summary: Since the advent of pharmaceutical care, the profession has changed its curricula and its regulations to reflect the value of direct patient care.