When a vacuum in the market emerges, some entrepreneurs don’t hesitate to fill it.
Such is the case with Joseph Wittrock, co-founder of the Hamilton, Ohio-based LifeLine24 Pharmacy — a “closed-door” pharmacy that delivers medications and pharmaceutical services to facilities such as nursing homes. Closed-door pharmacies do not serve the general public directly. Wittrock plans to change that, at least in the case of LifeLine24.
Wittrock is in the process of purchasing a vacant bank building at 136 Plaza Dr. in Cold Spring, the community he grew up in. His plan? To open LifeLine24’s first customer-facing retail pharmacy.
“I’ve always had that desire, you know, to serve the public in that way,” Wittrock told LINK nky.
Last summer, three independently owned pharmacies in Northern Kentucky—Fort Thomas Drug Center, Ludlow Pharmacy and Alexandria Drug—shuttered after facing economic headwinds. The news left each community stunned. Residents’ prescriptions were transferred to big-box pharmacies such as Walgreens. In the case of Fort Thomas and Ludlow, neither community has a pharmacy operating within city limits.
From Wittrock’s perspective, the closure of each independently owned pharmacy left each community without a cherished small business. Conversely, the closures presented him with an opportunity.
“With Alexandria Drugs closing down, Fort Thomas Drugs and Ludlow Pharmacy closing down, I was like, this might be the perfect opportunity,” Wittrock said. “There’s a need in the community.”
LifeLine24 will operate what’s called a “combo pharmacy.” Essentially, the pharmacy will serve as an extension of Lifeline24’s closed-door business while also providing typical pharmaceutical services to the general public.
Wittrock said opening a pharmacy in the Bluegrass State was always “on his radar.” He is a resident of Northern Kentucky and holds multiple degrees from the University of Kentucky. He founded the business in 2007 along with Wally Williams.
“We want to grow our footprint in Kentucky for the long-term care business,” he said. “We also recognize that there is a huge need for independent pharmacies.”
Opening an independently owned pharmacy in Northern Kentucky is bucking the trend of closures that swept across the region in 2023. He said that with challenging economic conditions brought on by challenging Pharmacy Benefit Managers and other factories, Wittrock’s peers have raised concerns about his ambitions.
“Some of my pharmacist friends ask me if I’m crazy,” Wittrock said. “I’m ready to start a new adventure.”
Wittrock’s son, Jantzen, who is also involved with the business, told LINK nky that LifeLine24’s patrons value the company’s customer service.
“We’re trying to step up because Lifeline has always been valued,” Jantzen Wittrock said.”The number one value of Lifeline has always been customer service and making sure we’re doing everything that we can to make it the easiest impossible solution to pharmacy as we can.”
Jantzen believes LifeLine24’s focus on helping the community will be one of the company’s keys to success as it forays into a new vertical.
“We’ve lived in the area for my whole life,” he said. “We see the need.”
The Wittrock’s are in the process of purchasing the former bank building, which was constructed in 2009. Citizens Deposit Bank & Trust Inc. currently owns the property. Peoples Bank previously operated out of the building until its closure in 2023.
