New life for Hedensted Pharmacy – and big ambitions for the future

As the new pharmacist, Gudlaug Olafsdottir aims to develop Hedensted Pharmacy into a modern healthcare provider with strong local roots, new health services and a clear ambition to play a greater role in the everyday lives of local residents.

In the summer of 2025, Gudlaug Olafsdottir took over the license for Hedensted Pharmacy. As the new pharmacist, she now runs the medium‑sized town pharmacy with two branches and a pharmacy outlet, all of which already play an important role in the local community – but Gudlaug has ambitions that reach further.

Hedensted is characterised by a strong sense of community, and that is exactly the focal point of Gudlaug’s approach to her new role. She aims to strengthen the pharmacy’s position as an active healthcare partner – not only for local residents, but also for the municipality, care homes, assisted‑living facilities and other local institutions.

– The pharmacy must be more than a place where you pick up medicine. It should be a place where you receive help, knowledge and reassurance, says Gudlaug Olafsdottir.

A long‑standing ambition

Gudlaug knew she wanted to become a pharmacist the moment she first set foot in a pharmacy during her studies. The combination of professional expertise, business insight, leadership and close customer interaction resonated deeply with her.

– As a pharmacist, you have to master the professional, the financial and the human aspects. That appeals to me – and it’s what I’m passionate about in my daily work.

She has taken over the license from the former pharmacist, who retired. The ambitions are clear: Hedensted Pharmacy is set for development.

New health services and strong local collaboration

A key focus area is the development of health services. This includes vaccinations, training in medication management and support for assisted‑living facilities and care institutions. Gudlaug sees significant untapped potential in collaborating with the municipality and local partners.

– The pharmacy can play a much greater role in local healthcare. We are close to the citizens – and that comes with responsibility.

Modernisation is a necessity

For Gudlaug, professional development and technological modernisation are inseparable. If the pharmacy is to remain relevant in the future, it must dare to think differently.

The use of modern technology is a key element. Today, Hedensted Pharmacy employs digital price tags from Delfi Technologies, among other solutions.

The signs are used not only to display prices, but also to highlight special campaigns, provide supplement information, show relevant product details and communicate other useful product knowledge.

This reduces manual work at the shelves and frees up time for the staff, who can instead focus on counselling, service and logistics.

Technology should make everyday life easier

Through her work as a pharmacist, Gudlaug has gained hands‑on experience with several different digital signage solutions.

That is precisely why she highlights flexibility and user‑friendliness as two crucial elements.

– Technology should support the staff. I find the solution from Delfi Technologies flexible and easy to work with in everyday operations.

Through the mobile app (BreeceGo), staff can work with the solution directly at the shelf, adding products, removing products and changing placements. In addition, a single sign can display multiple items, allowing for more efficient use of shelf space.