Drop & IBSA for You: a year of digital evolution in Pharma

One year ago, the IBSA for You project was launched with a clear objective: to innovate the distribution of medical devices, particularly those based on hyaluronic acid, to elevate the interaction between company, physicians, and patients.

Drop has supported this evolution by developing a tailored technological, logistical, and operational infrastructure, capable of ensuring a cutting-edge e-commerce flow. As a partner, we manage the entire ecosystem: from transaction security to temperature-controlled shipping, while also providing specialized customer service to support every stage of the process.

2025 Results: Growth and Market Reach

The pharmaceutical market is among the fastest-growing sectors in e-commerce. IBSA has successfully captured this trend with solid results:

• 24,000 total orders managed across the Italian market.

• A channel mix consisting of 92% in the B2C segment and 8% in B2B.

• Approximately 30% of physicians and clinics now use the portal with complete autonomy.

Today, the numbers confirm the success of this strategy. We have reviewed the milestones of this first year together with Pierdomenico La Forgia, BI Manager, and Anna Adinolfi, Senior Product Manager at IBSA Italy.

1. Pharma is one of the fastest-growing sectors in e-commerce. What challenges did you aim to address with the IBSA for You project?

With IBSA for You, we aimed to build a frictionless shopping experience, bringing the typical benefits of e-commerce to the pharmaceutical sector: fast shipping, the convenience of receiving products at a chosen address, and a direct channel with the physician.

Thanks to this platform, we can serve healthcare professionals directly, making them completely autonomous in purchasing products. This represents true added value for us, both in terms of sales to clinicians and the ability to launch marketing initiatives dedicated to the medical channel. This creates and enhances the opportunity to offer a vital service component that integrates seamlessly with product quality.

2. Which channels do you serve through this project and why? What benefits have the various customer clusters identified?

This is a scalable project designed to serve both the B2B channel — physicians and clinics — and patients. The goal is to meet diverse needs by ensuring a tailored experience for each cluster: for B2B, for instance, we introduced services like delivery scheduling; for patients, we focus on express deliveries and maximum promptness.

An additional benefit is the access to a wide range of payment methods, capable of satisfying the different preferences of our customers.

3. Have you implemented specific payment methods for the B2B sector?

In the B2B segment, the goal was to ensure maximum flexibility by offering all possible payment methods. Sales trends confirm a growing preference for digital methods such as bank transfers, credit cards, and PayPal.

During 2025, we also introduced deferred payment via 60-day bank transfer, thanks to a custom development within the project, specifically responding to the financial needs of physicians.

4. What are the future developments of the project? What evolutions are you considering?

We are evaluating evolutionary solutions related to the use of AI for sales support and customer service, as well as the possibility of order tracking through alternative channels and marketing automation activities to engage B2B customers.

A particularly significant evolution will be the launch of the new site dedicated to the B2C sale of dermo-aesthetic products: the portal will become a full-fledged e-commerce platform open to the public, allowing anyone to purchase directly.

5. What were the greatest difficulties in such an innovative and complex project?

We operate in a highly regulated sector: legal and regulatory aspects have had a significant impact, representing a major element of complexity. Furthermore, managing temperature-controlled products requires compliance with rigorous standards throughout the entire distribution chain.

Another challenge concerns logistics: we manage small quantities destined for a widespread customer base across the national territory, which is not always easy to reach. In this sense, being able to rely on structured yet flexible solutions represented a concrete advantage.

However, the most crucial challenge was physician engagement, as they are generally reluctant to use platforms for autonomous purchasing. It was fundamental to present the tool and clearly communicate its benefits. Over time, the response has been extremely positive: today, about 30% of physicians and clinics use the portal independently, a sign that customers recognize its convenience. Throughout this journey, the ability to work with Drop on innovative, customized, and flexible solutions, capable of meeting the specificities of our channel, has been essential.

Want to find out how we can scale your e-commerce project in complex sectors? 

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— 13 March 2026