Will Guidara wrote a book called Unreasonable Hospitality about going above and beyond what anyone expects. He was talking about restaurants. We think the same idea belongs in healthcare.
What does it look like in practice?
It looks like a pharmacist who calls you the day after you start a new medication to check in. Not because the system flagged it — because they care.
It looks like free prescription delivery across the entire GTA. Not because it's profitable on every order — because picking up medication shouldn't be another appointment in someone's day.
It looks like remembering that Mrs. Chen's granddaughter is allergic to red dye, so you compound her antibiotic in a clear formulation without being asked.
It looks like wait times that respect people's schedules. Not 45-minute waits under fluorescent lights while someone types into a screen.
Why most pharmacies don't do this
Chain pharmacies optimize for volume. Fill more prescriptions per hour. Reduce labor costs. Hit corporate targets. The patient experience is an afterthought.
We built our pharmacy around a different question: *what would this feel like if I were the patient?*
That question led to 750+ five-star Google reviews. It led to patients driving past three Shoppers Drug Marts to come to us. It led to a $2M-per-year pharmacy in a market everyone said was saturated.
Now we're building every Photon Health location around the same question.