Digital transformation is no longer optional for the pharmaceutical industry or retail — it’s a strategic necessity to stay relevant in a world where consumer behavior has changed forever.
But digitalizing a pharmacy isn’t just about launching an online store. It’s about rethinking how we connect with customers, how we use data to deliver value, and how we integrate technology, operations, and customer experience consistently.
In this article, we bring together key insights from working closely with industry leaders, following a live session with Amalia Gerpe, Head of Digital Marketing & Retail Media at Farmacity, and David Lopez, Director of Data & Analytics at Farmatodo. Together, they shared the main challenges and opportunities the pharmaceutical retail sector faces in its digital journey — and how to optimize user behavior analysis to build a customer-centric data culture and deliver personalized, meaningful experiences.
En este artículo reunimos los principales aprendizajes que surgen del trabajo con líderes del sector, luego de una charla en vivo junto a Amalia Gerpe, Head de Digital Marketing & Retail Media en Farmacity, y David Lopez, Director de Data y Analytics de Farmatodo. Juntos, resumen los desafíos y oportunidades que enfrenta el retail farmacéutico en el camino hacia la digitalización y cómo optimizar el análisis de los usuarios para generar una cultura de data orientada al usuario y conseguir una experiencia personalizada y cercana.
Digitalizar no es vender online, es rediseñar la relación
Pharmacies play a sensitive role: they’re linked to well-being, trust, and personal care in people’s everyday lives. That’s why the digital challenge isn’t about replacing the physical; it’s about enhancing it with new touchpoints. A good pharmacy e-commerce experience doesn’t just offer products — it:
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Personalizes browsing based on needs (categories, history, symptoms);
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Simplifies reordering for frequently used items;
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Provides remote assistance, educational content, or treatment reminders.
The goal isn’t to replace the in-store visit, but to give customers the freedom to choose how and when to engage, with the same quality of service and human warmth, making them feel someone is truly there, caring for them.
Data Is the Foundation for Building Relevant Experiences
Traditional pharmacies often work with fragmented data. Digitalization enables the centralization of behavioral, transactional, and preference data, providing a comprehensive understanding of each customer. With a strong data culture in place, it’s possible to:
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Know who’s on the other side of the counter and build real conversations.
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Identify purchase patterns and personalize offers.
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Drive loyalty through tailored experiences and benefit programs.
When used properly, data not only improves business performance, it also builds trust and connection.
Real Innovation Happens When Marketing, Tech, and Business Align
Many digital transformation initiatives fail because they’re siloed. But transforming a pharmacy requires breaking internal barriers, working in cross-functional teams, and encouraging better communication across areas. All teams must share the same objective: enhancing the customer experience.
From Omnichannel to Integrated Experience
Customers don’t think in terms of “physical” or “digital” channels; they just expect the pharmacy to be where they need it, with consistent information, smooth interactions, and reliable service.
Adapting to this new consumer means delivering a frictionless experience. Ultimately, that’s the key to creating truly human and valuable interactions.
Is now the right time?
The pharmaceutical sector is facing a unique opportunity to grow by combining:
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Proprietary digital platforms
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Retail media models and performance marketing
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Real-time behavioral analytics
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Omnichannel strategies focused on more human experiences
Digital transformation is not the destination; it’s the path to delivering more value, creating a positive impact, and building relationships that go beyond the transaction.
At Minders, we support this transformation by helping teams scale their digital channels, optimize engagement strategies, and build experiences that truly matter. If you’d like to explore strategies that align with your current challenges, let’s set up a call.
And if you want to hear directly from the experts, you can watch the full webinar with Amalia and David right here.
