Shaping the future of Health & Pharma: inside IBSAforYou’s digital strategy

The meeting, held in Franciacorta, was an important opportunity to analyze market data, identify new opportunities, and define concrete actions for the future of the IBSAforYou platform.

An open exchange between the IBSA and Drop teams, with data, insights, and ideas at the center—intertwining and combining with the shared goal of enhancing the IBSAforYou platform and supporting its technological evolution.

The Italian online Health & Pharma market is experiencing steady and continuous growth. In 2024, online purchases in the sector reached a value of approximately €2 billion, marking a 7.2% increase compared to the previous year - a growth rate that outpaces the overall e-commerce average. Today, over 23.7 million Italians buy Health & Pharma products online at least once, representing 70% of all digital shoppers. This reflects a 4.8% increase from 2023, with an even sharper rise (+15%) among frequent buyers. (Source: Netcomm Digital Health & Pharma Report 2024).

The workshop also provided an opportunity to perform a sanity check on the platform’s main KPIs, identifying both strengths and areas for improvement. The focus was particularly on pre- and post-sales support: although overall customer satisfaction is growing and in line with other e-commerce sectors, support remains a critical issue, with one-third of requests going unanswered—an obstacle we aim to overcome through new investments and digital technologies.

One of the most stimulating topics of the day was the development of the B2B channel, focusing on how to bring healthcare professionals into the IBSAforYou ecosystem. Discussions explored how to truly speak their language through targeted content, personalized loyalty programs, and digital tools designed to make everything easier, more useful, and engaging.

Speaking of accessibility and simplicity, we couldn’t miss the chance to explore the potential of WhatsApp Shop - a possible extension of the platform that could simplify purchasing and strengthen relationships with both users and professionals by opening a direct, familiar, and always-accessible channel.

All of this took place in an atmosphere that blended strategy and conviviality, numbers and vision. A valuable moment of collaboration that reaffirmed how essential it is to work side by side in order to drive real innovation - even in a complex sector like pharmaceuticals.

IBSA and Drop thus continue their shared journey: building a pharmaceutical e-commerce experience that’s not just a sales channel, but a useful, human and innovative ecosystem. 

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— 5 June 2025