Pharmacy Barometer: the evolution of the relationship between pharmacies and companies

Pharmacies

pharmacies

April 29, 2024

The Doxapharma Pharmacy Barometer has focused on the transformation of the pharmacy world in Italy by focusing on the relationship between pharmacies and distribution companies

Of Paolo Levantino – Clinical pharmacist

The world of pharmacies in Italy is going through a phase of significant change, amplified by the experience of the Covid-19 emergency. The Doxapharma Pharmacy Barometer, presented during Cosmofarma, focused on this transformation, focusing on the relationship between pharmacies and companies operating in the pharmaceutical, self-care, homeopathy, supplements and other related sectors.

The research, conducted with the contribution of Assoram, involved the management of 25 companies who offered an overview of the current situation and future prospects of the pharmacy channel, especially in the post-pandemic phase.

Different approaches to the new pharmacy emerge, with a transition from the reactive to the proactive model, where the pharmacist anticipates the customer’s needs through a consultancy/advice approach. In this new model, the pharmacist analyzes the needs of the reference territory and experiments with pharmacy segmentation models, with cross-selling aimed at prevention and the use of digital to improve the customer experience and combat online sales.

The companies interviewed recognize the importance of supporting this change in pharmacy, both through training pharmacy staff and through the creation of internal networks aimed at better understanding the needs of pharmacies and providing consultancy and advice support to customers.

Furthermore, the need to strengthen university training is highlighted to prepare future pharmacists for a more relationship-oriented and consultancy-oriented approach, in addition to scientific competence.

Companies are changing their strategy, moving from a purely distribution approach to one more oriented towards collaboration with pharmacies, providing support and training to encourage a proactive and customer-centered approach. This change is motivated not only by the opportunities that emerged during the pandemic, but also by the need to counter online competition. Pharmacies that manage to put the professional role of the pharmacist at the center and offer proactive services are more resilient to the threat posed by online sales.

In conclusion, the future of the pharmacy in Italy promises to be an environment in which the pharmacist is a proactive consultant for the customer’s health, supported by corporate networks and university education oriented towards relationships and consultancy. This approach, combined with innovative services and a better understanding of customer needs, promises to increasingly establish the pharmacy as an essential point of reference for the health and well-being of the local community.