"Compounding changed my life," says Earl, principal owner of Panorama. "I wouldn't be in business without it. It has allowed me to help so many patients over the years."

"Pharmacy compounding is so rewarding," says Elaine. "I'm excited to come to work everyday to work with a devoted staff. If it weren't for them, we wouldn't be where we are today."

Looking back

After graduating from the University of Southern California in 1953, Earl was drafted into the U.S. Army, where he spent two years as a pharmacist. He was stationed in Japan for 1-1/2 years in support of the Korean troops.

Earl returned to the States, and spent several years working for independent and chain pharmacies before opening Panorama in 1963. Thirty-five years later, Earl continues to build a successful practice by helping problematic patients.

"When I joined PCCA in July 1985, it was tough getting started," says Earl. "I visited neighborhood doctors, and slowly began to build my practice. We've gone from five compounds a day to 40."

"I never saw what was going to happen to pharmacy. I'm glad now that I invested in compounding. It's rewarding to still be able to smile and enjoy working as a pharmacist in a profession that I love."

Elaine graduated from the University of Witwatersrand, Johannesburg, South Africa, in 1974. She immigrated to the United States in 1978, and attended Southwestern Oklahoma State University, Weatherford, Okla., graduating in 1981. She joined Panorama in 1986, and has spent the last 12 years preparing customized medications for physicians and patients.

"We started out making progesterone suppositories; our practice has evolved so much since then," says Elaine. "Today, we get calls from all over inquiring about our services. Not only is it exciting, it's professionally rewarding as well."

A good foundation

Earl and Elaine continue to market their problem-solving services, using a variety of techniques. They realize the value of promoting their practice to generate business and to remain viable in the medical community.

"If you're going to market your services, it's important to stay committed and never get discouraged," says Earl. "It can be hard at times, but it pays off. Some of our techniques include holding breakfast meetings in hospitals, conducting cable TV interviews, and checking the local newspapers for support group meetings. That's how I found out about the Spondylitis Association, of which I'm a board member, now. We always drop off business cards to physicians, too."

"We use direct mail to market our services, and we follow-up with physicians and patients to monitor our service levels," says Elaine. "As for the TV interview, we've received a lot of great exposure and response. We've been written up in about 40 articles regarding our services for motion sickness. We've been featured in health-related magazines and also in some of the popular boating and fishing publications."

Getting involved

When he's not meeting the needs of his Panorama patients, Earl devotes his time to other medical organizations to give back to his beloved profession. He's a member of NCPA, the Pharmacists Professional Society of the San Fernando Valley, and the American Academy of Rheumatologists. Last year, Earl spent two weeks in Guatemala as a pharmacist volunteer, where he worked with optometrists, orthotists and dentists to provide patient care.

"Supporting these organizations gives me the opportunity to network with colleagues and stay innovative," says Earl. "I encourage other pharmacists to do the same. Getting out of the store helps generate new ideas and allows you to build good relationships within the medical community."

Generation next

Elaine develops new ways to meet patient needs by attending seminars and networking with colleagues. She recently attended PCCA's January National Seminar to learn more about hormone replacement therapy (HRT). She serves as Panorama's HRT specialist, counseling female patients on the benefits of this alternative therapy.

"After I returned from the seminar, I called on an OB-Gyn who inquired about the hormones which Oprah had mentioned on her show,k" says Elaine. "After that visit, I had two prescriptions waiting for me when I returned to the pharmacy. We prepared the medications in unique dosage forms for the patients. They were so grateful; you should have seen the smiles on their faces."

A bright future

Earl and Elaine are planning for a prosperous future for Panorama and its staff. They will continue to work together to provide personalized care to their physicians and patients.

"I'm very proud to be one of the few compounding-only pharmacists in the United States," says Earl. "It's very rewarding."

"Earl's the greatest person to work for," says Elaine. "I'm looking forward to building a stronger practice together."

"So I think it's professionally rewarding and it distinguishes the independent pharmacist from the chain pharmacies,"she said.

Broidy earned his degree in pharmacy from the University of Southern California in 1953, and worked for several chains and independents before opening his first store in 1963 near his present location in the 8200 block of Van Nuys Boulevard.

He began compounding about 25 years ago and , over time, devoted more of his practice to it as his name became more widely known. "I can't tell you that I foresaw what was going to happen in pharmacy. It was luck," he said.

His compounding business started flourishing about five years ago when orders began coming in from states across the map. "We started putting dots on the states from where we got phone call: "We got Rhode Island!" he recalled yelling after one such call.

One out-of-state customer is Milwaukee rheumatologist Dr. Sanford Baim, who has ordered anti-rheumatoid drugs from Broidy for the last few years, said Brian Bernal, Baim's medical assistant.

Broidy is one of the few that can supply the drugs, which serve as an alternative to another more easily obtainable medicine, he said.

"In essence, it's always good to have the alternatives on hand," Bernal said.

Broidy's trade often requires him to use ingenuity and unexpected ingredients - for example, reducing a heart medicine to a child's dosage that would be palatable. He developed a solution; A tasty liquid administered with a dropper.

In fact, standing alongside containers of substances with unpronounceable names are cans and bottles otherwise found in a supermarket: beef-flavored bouillon and extra virgin olive oil, among others.

And his concoctions aren't just for humans. He once received an order for an antifungal medication for a kitten that called on his skills as an apothecary - and chef.

"We made a liquid and flavored it with tuna," he said. "So we do a lot of creative things and we get a new challenge every day."