 Source: The Observador/ EDUARDO SOUS A RIBEIRO The PHARahead Summit, held at the LX Factory, brought together industry experts to sensitize Portuguese Pharmacies to the growing importance of digital transformation in the Pharma industry. Close to 200 pharmacy representatives were present to learn how Portuguese pharmacies of the future need to familiarize themselves with topics such as e-commerce, social CRM (customer relationship management), the importance of online visibility in Google's search engines, and social network management. The Portuguese consumer is already online and wants to purchase whenever and wherever they want. With 49% of pharmacies in attendance lacking a website, it is a clear that most Pharmacies will have to renew their relationship with digital.
The pharmacy industry is a traditional industry and most pharmacies in Portugal just do not have the tools and capabilities needed to communicate and engage with the consumers of today. It is clear that the Portuguese e-commerce channel is growing and the potential for growth in the beauty sector is just as evident: 34% of Portuguese people have bought at least one beauty product online within the last year and 55% are buying on foreign websites. If Portuguese pharmacies are not present in this space, ready to communicate, engage, advise, and sell to these consumers- they will lose them. Portuguese consumers today are multi-channel, digital natives who are not only more informed than ever but also have more purchase options than ever. The Portuguese pharmacy must invest in and develop innovative and effective digital services to create new lines of communication and business with their increasingly digital customers. Click here to read the full article on the PHARahead Summit by The Obersvador.
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