Work · Healthcare · Dermatology
Medrock Pharmacy: Built to Fit the Business, Built to Be Built On
Medrock Pharmacy is a compounding pharmacy that focuses on dermatology, led by a pharmacist who cares how every detail of his business looks. I designed its logo and built its website for two audiences: the doctors who write the prescriptions and the patients who send them in. The site was built to grow with the pharmacy. Its Google traffic grew about 40 times in four years, and the pharmacy’s own team runs it today.
40x
Google traffic in four years
1 to 3
Pharmacies
1 to 30+
States where it serves patients
30,000+
Monthly website visits
Medrock Pharmacy today. One Florida pharmacy when we started, three now.
Client
Medrock Pharmacy
Where
Florida, Tennessee and Texas
Business
Dermatology compounding pharmacy
Working together since
2020
What I did
The logo, the website, the search work, and the features added as the pharmacy grew
Since then
Their own team runs it and keeps building on it
01
The Compounding Pharmacy
A pharmacy that does one thing, and does it for doctors as much as for patients.
Medrock Pharmacy is a compounding pharmacy built around dermatology. It mixes custom compounds for individual skin conditions, fills generic and brand-name prescriptions, ships free to patients, and keeps its pricing simple and the same for everyone. It is accredited by the Pharmacy Compounding Accreditation Board. Its line is “The Pharmacy with Focus,” and focus is the idea behind the whole business: the same way you see a specialist when your skin needs one, you should be able to use a pharmacy that specializes too.
Ash Ahmed, a pharmacist, founded Medrock and built it from scratch on that idea. He cares about the details, from the formulas to the way the pharmacy looks to a doctor seeing it for the first time, and he was hands-on in this project from the first logo sketch.
That focus decides who the website is for. A patient does not usually go looking for a compounding pharmacy. A dermatologist decides where the prescription goes, and the patient follows. So the website’s first job was to make a dermatologist look at a pharmacy she had not used before and feel confident sending her patients to it.
The mark: melanin’s rings in purple and maroon, held in a grey mortar.
02
A Pharmacy That Outgrew Its Website
A Florida pharmacy with one sales rep, a printed book, and a website it had outgrown.
When we started, Medrock was a single Florida pharmacy with one local sales rep. New business arrived the way it arrives in that world, with a rep walking into a dermatology office and leaving a copy of the compound book, the reference guide doctors prescribe from. It worked. It was also slow, and it stopped at the edge of the territory one person can drive.
The pharmacy had outgrown its website. It was built on a template the pharmacy could not change or add to.
Before: the pharmacy’s previous website, on the two pages a dermatologist was most likely to see.
Ash asked for the logo first, and the website built around it. He wanted it clean and unique, with the calm, well-kept feeling that dermatology carries, and professional enough that a prescriber would take it seriously. The words he gave me were focused, scientific, caring and trustworthy.
Before and after: the old mark and the new one.
03
The Logo, the Site, and the Store
The logo first, then a pharmacy website inspired by it, built as a platform the business could grow on.
The logo came first, and the site was built out of it. Ash and I worked through six rounds of the logo in about a month. The shapes were his idea, and they come from melanin, the pigment that gives skin its color. He sent me images of its molecular structure, and the mark is built from its six- and five-sided rings, set in a grey mortar in purple and maroon. A Medrock Dermatology version sits beside it. The brand colors and type came with it, so every later piece could match.
Everything on the site came out of that mark: the color, the type, the restraint, the way a product looks when it sits on a page. It is still the best-looking site I have built in dermatology, and a pharmacy that puts that much care into how it presents itself is telling a doctor something before she has read a word.
The prescriber’s side is the part that had to work hardest. At its center is the compound book, the reference guide dermatologists prescribe from. I built the book into the site as a members-only area. A dermatologist signs up, the pharmacy approves her, and she has the whole book online. It follows the printed book tab for tab, with pricing and regimens beside each compound and a search for the study pages. When a new edition of the book comes out, the pharmacy updates the online version itself.
The providers’ side also has a form to order printed books and materials, a way to ask for a rep visit, and how-to videos for sending a prescription from the systems doctors’ offices use.
The providers page and the patients page. A prescriber and a patient need different things, so each has a page of its own.
The patient’s side does the everyday things well. Patients can send in a prescription to be filled, pay online, and read about the condition being treated, with short videos for many of them. Then DermShop, a store for the skincare a dermatologist recommends, which went in after launch.
The site kept growing with the pharmacy. Over the next few years I added what the business asked for: an online payment form, a photo release form, condition pages with videos, and an order form for printed materials. I built it as something the business could keep growing into, and it did.
The search work ran alongside the build. The condition pages, the copy, and the page titles gave Google something to rank. In 2020 the old site showed up for 16 Google searches. By the end of 2024 the new one showed up for more than 7,900, and its traffic from Google had grown about 40 times.
The store went in after launch, on the same build, without starting over.
04
Results
Google sent more people every year, the pharmacy grew from one location to three, and the site kept pace.
+79%
Google search visits, April to September 2024 vs. 2023
93,000+
Google clicks in the past year, on the site I built
1 to 3
pharmacies, from Florida into Tennessee and Texas
Google clicks a month
From two months after launch to the pharmacy’s third year.
Google kept sending more people. Two months after launch, the site got 307 clicks a month from Google search. By July 2024 it got 5,820. In the six months before the handoff, Google sent 47,318 visits, against 26,433 in the same months a year earlier. In the year before the handoff, the site had more than 260,000 visits in all.
The growth is Medrock’s. One Florida pharmacy became three, in Florida, Tennessee and Texas, serving patients in more than thirty states. That growth belongs to the pharmacy: to the compounds, the pricing, the service, and the reputation it has built with the doctors who prescribe.
The website kept pace. Once the Tennessee pharmacy was running, every form on the site began sending requests to the right team by the patient’s state. New sales reps went onto the provider sign-up form as they joined. As new state licenses came through, I built the locations map and added the states to it. The same website took all of it on.
The clearest sign is what the pharmacy did with the compound book. The online version I built has since grown into an app of their own. That is exactly what should happen to a good idea when a business outgrows the first version of it.
The site still does its job. In the past year it earned more than 93,000 clicks from Google, with the pharmacy’s own team running it.
The locations map I built, now kept current by the pharmacy’s own team.
In Ash’s words
What the work has meant for the pharmacy.
“Working with Josh on MedRock Pharmacy’s logo and website, and continuing to work with him as our business grew, has been a great experience. He created a logo that was both creative and elegant, with typography that brought that same elegance to our website.
The website felt ahead of its time, especially the customized sections for our healthcare providers. Josh brought innovative ideas while understanding what we needed as a pharmacy and how the site would serve our audience.
The process was seamless. We could easily track progress, and edits and updates were handled promptly. That responsiveness has been just as valuable over the years as it was during the original project.
For any business owner considering Josh, I would recommend him wholeheartedly. He combines a creative mind with an organized, efficient process and dependable ongoing support. Years later, I’m still proud of what we built together.”
Ash Ahmed, R.Ph., MBA · Founder and Owner, MedRock Pharmacy
05
The Pharmacy Today
Their team runs it. I am there for the heavy lifting.
The pharmacy’s own team runs the site now. Along the way I taught Ash to make his own changes, with written guides and short videos: adding compounds, editing the sign-up form, writing page titles for Google. As the pharmacy grew it brought on its own technical team, and starting in 2024 that team took over the site and the accounts behind it. They build on it themselves, and I am on call for the heavy lifting.
I take that as the best outcome this project could have had. A website built to fit a business should end up being a website that business can run. Some clients want me to handle everything, and I do. Medrock wanted to own theirs, and it was built so they could.
Medrock is one of several dermatology businesses I work with, on the pharmacy side of the specialty. Read about my dermatology work.
Services on this project
Logo design
A mark built from melanin, and a Dermatology version.
Website redesign
A site built around how the pharmacy works.
Healthcare SEO
From 16 Google searches to more than 7,900.
Platforms and tools
The store, the forms, and the prescriber area, on one build.
Ongoing support
On call for the heavy lifting.
Next case study
A Tampa dermatology practice whose specialty in skin of color is something you see before you read a word.
Get in touch
If your business needs a website built around the way it actually works, I can help.
Tell me what your business does best and who you want to reach, and we’ll both get a sense of whether we’re the right match.