“Pharmacies from hell, how to bring about change” is my first book and I can assure you I had never imagined writing one! I am an architect and so I have spent a lot of time researching how to improve the use and perception of space in pharmacies. Today I find myself talking about strategic marketing. It may seem like a paradox, but in actual fact marketing is just like architecture: “less is more” as stated by Ludwig Mies van der Rohe, one of the most famous architects in the world. The first secret in professional marketing in pharmacies is specialization.