The pharmacy of the future: the AdKaora analysis on the evolution of the pharma market

The Observatory on changes in markets and consumers of AdKaora, the digital agency of the Mondadori Group specializing in mobile advertising and proximity marketing, has published the new research “The pharmacy of the future”: focusing on an analysis of the transformations in pharma sector in 2021 and the definition of the new profile being adopted by pharmacies as they evolve as points of sale.

In 2021 physical pharmacies have broadened their catchment area, expanding from a traditionally local clientele to customers of online pharmacies, which are constantly growing as support platforms for physical outlets, which continue to offer a customer experience that cannot be replicated on the web.

In addition to providing medicines and health and beauty advice, pharmacies are also becoming authentic prevention centres and service hubs, which while on the one hand requires a significant effort in terms of adaptation and investment aimed at supporting the transformation, on the other hand they continue to have undisputed advantages.

The aim of the survey was to investigate how consumer needs regarding to pharmaceutical products have changed and changes in buying habits, the relationship with physical points of sale and the effectiveness of advertising.

The research is the result of AdKaora’s consolidated knowledge of the market, thanks to the management of geo-fencing and geo-behavioural data on a panel of 9 million ID devices, to an analysis of footfall at more than 470,000 verified points of interest. and surveys conducted on the habits and behaviour of the procurement managers of the CheckBonus app, with which the brand has a multi-year partnership.

Here are some findings that emerged from the study:

  • Changes underway: pharmacies are commercial operations that also play a role in providing assistance to people, thus confirming their role as a fundamental and high-potential market that is changing and becoming “service pharmacies”.
  • The bricks-and-mortar pharmacy as a point of reference: consumers believe that physical stores are irreplaceable, even though they are increasingly multichannel in terms of the purchasing process.
  • Quality and reliability: not very permeable to concepts other than quality and reliability in terms of health, consumers tend to see the pharmacist not only as a seller, but also as a source of expert advice.
  • New communication must-haves: brands have started investing once more in communication with a renewed approach and new principles to be taken into consideration.

For the full version of La farmacia del futuro(The Pharmacy of the Future), click here.

The survey is part of an in-depth analysis on consumption and purchasing trends that the AdKaora internal Observatory produces regularly during the year, using analytical and measurement tools used for client’s advertising strategies, such as granular data, footfall analysis and consumer insights, which are subsequently used scientifically for information purposes and exclusive publications.


AdKaora confirms its position among the leading players in mobile marketing and looks to the future

The growth of AdKaora continues as it confirms its position among the leading players in mobile marketing in Italy following the acquisition of Banzai in 2015, now part of the Mondadori Group.

The agency, which is specialises in the provision of marketing and advertising solutions, ended the first 9 months of the year with an increase in revenues of over 60% compared with the same period of 2015, thanks to  a significant hike in mobile planning, which generated revenues of €2.6 million during the period (consolidated by the Mondadori Group since 1 June 2016).

This particular business line was driven by the development of an internal mobile DSP, hakaMobile, the proprietary DMP enhanced by intragroup data and exclusive publishers, as well as the development of creative and technological solutions, such as the PlaySunrise video format and the drive to store Pass2Ngage, a powerful online/offline bridging tool.

“Innovation and quality are tow very important drivers for us and, by choosing our products, our customers recognise the added value of every collaboration. We are extremely satisfied with the results that we have achieved but, obviously, we won’t stop here. Indeed, we have a number of new projects in the pipeline for the end of the year,” announced Luca Nigro, co-founder and chief innovation officer of AdKaora.

In terms of the company’s organic growth the recent creation should be noted of, on the one hand, a marketing division, with the task of analysing market trends and anticipating the evolution of the market to provide an increasingly articulated and structured offer, while also consolidating the agency’s positioning. Head up by Antonella Caliandro, who, after a number of years at Alkemy, moved to AdKaora where she has taken on increasing responsibility before being appointed Marketing Manager.

On the other hand, AdKaora has strengthened the already close collaboration with agencies and media centres with the appointment of Francesca Degasperis as Agency Relationship Manager. After a number of years of experience in companies such as Dada, Buongiorno and the start up BeeAd, she will have the responsibility of coordinating the sales team and supporting AdKaora’s vast offer with the principal objective of offering its clients the best cross-device solutions in the market.

“AdKaora is in a very important phase of its development. The health of the company is excellent, but as real fighters, we are already looking to 2017 with renewed enthusiasm and a mission and determination to continue to grow in a health and organic manner. This is the basis for the decision to create a marketing unit, led by Antonella Caliandro, who brings her crossover company and agency experience in digital marketing, and to entrust to the extensive experience of Francesca Degasperis in the world of mobile advertising the consolidation and development of the business with agencies and media centres,” said Davide Tran, CEO of AdKaora.