Taken from our BCN Digital Festival last week, for info on attending, speaking or sponsoring our next event on the 29/30th April 2020 email enquiry@digitalenterprisefest.com The classic picture of the pharmacist, as a unique figure who manages the relationship with the patient, it has become obsolete. The digitalization and the need of increasingly complex experiences by the consumers, and the growth of service-based business models require nowadays of innovation processes, rethinking the governance model and the acquisition of new acknowledgements not only for the pharmacy but for the whole supply chain, from the laboratories to the wholesalers and other retailers. This session will review the challenges for today’s pharmacy business facing the new market logics. To apply to speak or sponsor our 2020 events goto www.digitalenterprisefest.com

1. Digitalization designed to improve
the customer experience
Carlo Ferri
Head of Customer Experience & Digital Strategy

2. INDEX
1. Acofarma
2. Inside the business
3. The Acofarma’s strategy
4. First results and next steps

3. INDEX
1. Acofarma
2. Inside the business
3. The Acofarma’s strategy
4. First results and next steps

4. +16.000 pharmacies among 22.000 in Spain
19 cooperatives
+4.100 pharmacies
Association of Pharmaceutical Cooperatives
Asociación de
COoperativas
FARMAcéuticas
+9.000 pharmacies
+3.000 pharmacies

5. TWO BUSINESS UNITS

6. … more than 900 products!
B2C – Parapharmacy-like products

7. … more than 2.300 products!
B2B – Pharmaceutical compounding

8. Pharmacy
Cooperative
“sell out” “sell in”
Pharmacy
Pharmacy
Patients
Patients
Patients
Current relationship model
Not own salesteam!

9. Pharmacy
Cooperative
“sell out” “sell in”
Pharmacy
Pharmacy
Patients
Patients
Patients
Future relationship model

10. INDEX
1. Acofarma
2. Inside the business
3. The Acofarma’s strategy
4. First results and next steps

11. My starting point in Acofarma

13. ... and will keep so on
But the world has changed
“If you think that you know what business you are in, you are probably
wrong”. Tom Wolfe.

14. OFFline

15. Start-ups Quoted companies
ONlineOFFline

16. ONlineOFFline
Start-ups Quoted companies

17. The digital landscape
of the pharmacy

18. “Trade” pharmacy
Digitalpresence
• E-commerce, content blog related with
products, training, new services, etc.
• They feel the digitalization as a testing
ground because they know that in the
future it will be a source of incomes
• DB email marketing
“Scientific” pharmacy
• They have their own website with
contact information and services
• They have no social networks profiles
because they have no time to manage
them or to understand well how to take
advantage of them
• They believe that in a few years their
business will end up because of
digitilization but they don’t know how
exactly
“Apothecaries” pharmacy
• They are not worried about the
digitalization because they will be soon
retired
Digital pharmacy’s profiles

19. INDEX
1. Acofarma
2. Inside the business
3. The Acofarma’s strategy
4. First results and next steps

20. 1 2DIGITAL
Digitalization as a new way of
relationship with the pharmacy
and the patient
The customer experience
improvement inside the offline
shopping space
EXPERIENCE
5. Ideación de primeros retos
Goals
Reduced dependence from cooperatives
More control of the market
Added value as a manufacturer Brand
Opportunity

21. User-focused

22. Life
contexts
creation

23. Hand in hand
with the
pharmacist

24. PRODUCTS
TOOLS AND
SERVICES
11
CORPORATE
SM
M
SOCIAL
MEDIA MKT.
PRODUCT
LANDING PAGES
APP
Acofarma
ÁREA CLIENTE
NEWSLETTE
RS
REVISTA
ACOFARMA
BLOG Y FORO
BLOG
ECOMMERCE
SEM SEO
NEWSLETTER
Acofarma’s digital ecosystem

25. INDEX
1. Acofarma
2. Inside the business
3. The Acofarma’s strategy
4. First results and next steps

26. Results
Acofarma’s digital ecosystem

27. B2BB2C
Results
Acofarma’s digital ecosystem

28. B2B
Results
+520% sessions
+148% fans
+1.500 leads
Acofarma’s digital ecosystem
B2C

29. B2B
Results
+720% sessions
+36% sales
Acofarma’s digital ecosystem
B2C

30. B2B
Results
+40% downloads
Acofarma’s digital ecosystem
B2C