Future Pharmacy Needs More Than Prescriptions
Pharma Deutschland presented at expopharm its vision for the future role of pharmacies, which need to expand services beyond prescription drugs due to demographic shifts and rising costs.
Munich – Pharmacies in Germany are facing increasing pressure from changing demographics, shortages of healthcare professionals, and rising costs. Pharma Deutschland e.V. emphasized at the expopharm trade fair on September 21, 2026, that pharmacies must expand their role beyond solely dispensing prescription medications to become proactive health service providers to remain relevant.
The organization suggests that pharmacies should strengthen their position as a low-threshold first point of contact in healthcare by offering services focused on prevention, self-medication, pharmaceutical services, and digital solutions. This requires a transition from a purely healthcare professional role to a health business model that leverages the pharmacy's unique community position.
The core message was that while prescription drug dispensing remains a core function, it is insufficient to ensure economic and strategic sustainability. The recent Apothekenreform is seen as the start of a new development and an opportunity to improve patient care. A key growth area lies in the self-medication market, combining pharmaceutical benefit, personalized advice, and economic viability.
Pharma Deutschland proposes that pharmacies actively develop strategic business areas around prevention and self-medication. This includes services like medication reviews, promoting therapy adherence, blood pressure or varicose vein measurements, and rapid tests. By integrating services and products, pharmacies can build long-term customer relationships rather than single sales transactions, thereby strengthening their position both locally and digitally.