Alicia Hurst, Pharm.D., was hired to work in her hometown pharmacy at just 16 years old, setting the stage for a career that has spanned nearly three decades at the same store. Dr. Hurst has cultivated deep connections in her small town of Canon City, nestled in the Colorado mountains, where her steadfast presence has become a lifeline.

“In rural areas like ours, we struggle to retain doctors, and they often stay only a few years,” Dr. Hurst explains. “So it’s crucial for people to have someone consistent they can turn to for questions and healthcare services.”

As the pharmacy manager at Walmart #1019 in Canon City, Dr. Hurst’s role extends far beyond dispensing medications; she has become a trusted source of guidance and care. “I’ve had patients call me at 10 at night and just want to talk,” she says. “And I’m there. I’ll listen.” Her children have even become advocates for community care, with her oldest son actively promoting flu shots among his teenage friends. 

Immunizations are one area where Dr. Hurst says the pharmacy fills a healthcare gap for the community, especially for people who face long drives and high copays for doctor visits. “It is very important to have the ability to vaccinate people who prefer not to go to their doctor or otherwise couldn’t get a flu shot,” she says.

Dr. Hurst’s relationships with her customers and emphasis on preventive health care have helped save lives. In one case, a longtime customer came in with yellowed skin and other indicators of liver issues but faced a month-long wait to see his healthcare provider. With his permission, Dr. Hurst called the provider’s office and convinced them to see him the next day. He was diagnosed with cancer. “It’s been over a year now and he’s still with us—and that to me is rewarding,” she says.

Bringing this kind of personal touch to all of her patients is what Dr. Hurst is most proud of. “I try to make people feel they are not alone in their healthcare journey. Sometimes the best medicine is a smile or a hug or a kind word.” 

Here, we spoke with the 2023 Best of the Best Pharmacy Award winner about the challenges and rewards of small-town healthcare.

How has being a pharmacist in a rural community shaped your perspective on healthcare?

In a rural community where there aren’t a lot of doctors or healthcare options, you really see the importance of a pharmacist and the impact that you can make. It also gives you a different perspective on health care because you see people who have to make choices. If they can’t get to the doctor, what choices do they have? And how can we help them make those choices and understand what those choices are and the importance of taking care of themselves? 

What do you find most rewarding about your job?

The connection with people, the trust we build, and the fact that patients often tell me, “I trust you more than my doctor.” While I don’t want them to distrust their doctor, knowing that they see me as someone they can trust and rely on for guidance is incredibly meaningful. 

What inspired you to become a pharmacist?

There was an opening at Walmart and my mom asked the pharmacist if he would hire a responsible 16-year-old. The manager, Jerry Greene, had high expectations and was a very good leader in our community. He inspired me to care for others and to put my whole heart into this profession.

How do you and your team go above and beyond to provide exceptional customer service to your patients?

One of the things we do is delivery, which I started a couple of years ago. I’ve had people that were traveling home and their dad needed his blood pressure medicine. And I went out of my way to take it to them so that they didn’t have to drive an extra hour. It’s been very well received. 

Another example is an elderly patient who told me she had cancer, and it was during COVID, and she said, “I’m going to wave jazz hands at you so you know I’m okay.” Well, time goes by. Your days go by fast, you’re busy and it gets to be a moment, and I realize I haven’t seen her in a while. So I called her and left a message and when she called me back, she said, “I don’t fill my prescriptions there and it’s not against you, but this other pharmacy delivers and I just need that because I feel like I’m not safe in the store.” I said, “Hey, that’s okay. I’m perfectly fine with that. I was just checking on you because you said you would wave jazz hands at me and I have not seen you and I was concerned.” And she started crying. She goes, “That means so much to me.” She actually started coming back to our pharmacy just because of that, because she felt that I cared, which I do. 

What motivates you to provide this level of care and service to your patients?

The people are what motivate me. And there are days that it’s really tough, and I want to give up and I don’t want to do it anymore, but it’s the people that keep me coming back. I know that I can make a difference in their lives, whether it’s big or small, whether it’s just a smile, whether it’s just a hug, whether it’s a medication, whether it’s an answer to a question. I feel very blessed to be able to have a job that I love so much and to be able to do that.

How do you help customers access savings on their medications?

Saving programs like SingleCare are essential, especially for the uninsured or those with high deductible plans. Some patients come to me and their copays are higher than the cash price with the discount. It’s crucial to make people aware of these programs to save them money. Every dollar counts for many people, so it’s a great benefit. 

As the store manager, what are some ways you’ve made your location a top-performing pharmacy?

I think it’s really just building those relationships and trust with the community. It’s not just about filling their prescription, but it’s helping them with everything that they need, whether it’s healthcare or whether it’s helping them with their insurance. They feel like we provide that personal touch. They trust us and know we will go above and beyond to help them out. It’s taken a while to build that reputation, but they know that we are there for them and we’re consistent.

What does being recognized by your customers for this award mean to you?

This nomination was such a surprise for me and such an honor. I know that people notice what I do, but they don’t usually stop to say, “Hey, good job.” I am just here doing what I was born to do, what I was meant to do. I’m meant to be here making a difference in whatever way I can.