There's a CVS an intersection away from Barry Bryant's pharmacy on Peach Orchard Road. The distance to the nearest Walgreens is two traffic lights.

Proximity to the nation's top two drugstore chains has brought in more business to Barney's Pharmacy, which Mr. Bryant has owned since 1984, than he has lost to the competition, he said.

"We can compete on price, but they can't compete on service," Mr. Bryant said.

It is the mantra of independent pharmacies across the nation: better service and a personal touch.

As the major drug retailers -- Walgreens, CVS and Rite-Aid -- continue to grow, and grocery and department store chains remodel their stores so they have pharmacies too, independent pharmacies face stiffer competition.

All the chain stores in 2007, including the grocery stores and mass market retailers such as Wal-Mart, filled 2.5 billion prescriptions. That's $159 billion in sales, according to the National Association of Chain Drug Stores.

The independent pharmacies filled 745 million prescriptions last year, for sales of $47 billion.

"Give 'em a reason to come to me is something I tell my people," Mr. Bryant said.

There's a good chance return customers will be greeted by their name if they walk into Maxwell House Pharmacy on Greene Street in downtown Augusta, said owner Clarence Jackson. He has been there since 1967.

"We don't sell Coca-Cola by the case. We don't sell mops and scrubbing powders," Mr. Jackson said.

Mr. Bryant, who once worked for Kroger, said the chains use their pharmacies as a draw in the hopes the customers will buy other items while they're waiting for their drugs. He doesn't want his customers waiting, which is why he has seven pharmacists on staff.

Mr. Bryant said some of the customers he steals away from the chains are the ones who are told to come back tomorrow to get their drugs.

Price isn't an issue, either.

"If you have a drug plan, everybody has the same price," Mr. Jackson explained.

Even for the people who have to pay out of their pocket, the prices are competitive, he said.

According to the National Community Pharmacists Association, an independent pharmacy averages 196 prescriptions a day.

Barney's does more than 1,000 in a day; half come out of the robotic prescription filler.

Hundreds of his prescription refills come in on his automated call-in system, just like those in the chain stores.

Mr. Bryant said he labored over the decision to install the automated system. He wants to offer some of the time-saving measures of the chain stores, yet doesn't want to send the impression that he's getting too big to provide personalized service.

"I've got patients that would rather punch in their refills on the phone and get them in the morning," Mr. Bryant said. There are others who want to talk to a person when they call. "I tell them to punch 0 when they get the message. I've got a lady who answers the phone all day long."

He has another step up: While the chain stores are staffing with nurse practitioners to treat common illnesses, he put in a full family practice clinic behind the pharmacy last year. He also owns a medical equipment business and is host of cancer support groups.

"We're not here just to sell you a bottle of pills. We're here to help you, educate you. There are people who want to take control of their health," Mr. Bryant said.

Reach Tim Rausch at (706) 823-3352 or timothy.rausch@augustachronicle.com.