The Farmácias app, marketplace that connects consumers to perfumeries, independent and regional pharmacies and drugstores in an innovative and comprehensive way, celebrates the significant results of a strategic partnership with Danone, that started about a year ago
The collaboration resulted in a 240% growth in sales of specialized nutrition products on the platform over the last 12 months, driving Danone's nutritional supplement brands for children and adults, like Aptanutri, Fortini, Nutridrink, Souvenaid, among others. This success was driven by a robust digital strategy, including seasonal promotions, campaigns with discount coupons and highly targeted communication, reinforcing the position of the Pharmacies app as an essential channel in pharmaceutical e-commerce
The Brazilian pharmaceutical sector has shown consistent growth in recent years. According tothe Statistical Yearbook of the Pharmaceutical Market 2023, published by the Chamber of Regulation of the Medicines Market (CMED), the pharmaceutical market reached a revenue of approximately R$ 142,43 billion in 2023, representing a nominal growth of 8,53% compared to 2022. Furthermore, 5 were sold,77 billion packages, an increase of 1,03% compared to the previous year
This expectation reinforces the role of the Pharmacies app, que oferece um portfólio diversificado e acessível a um público ainda maior do que das farmácias regionais e/ou independentes. The differential of the marketplace lies in its broad reach, that enables large brands to connect directly with consumers from different regions of the country
According to Lívia Magalhães, e-commerce manager of Danone Brazil, the bet on the marketplace has been essential to expand the brand's presence in high-frequency categories. In a sector that generated R$ 6,4 billion just in the first half of this year, a partnership demonstrates how innovation and digitalization can transform the relationship with the consumer and foster continuous growth
A Successful Partnership
The Marketing Manager of the Digital Channels of GrupoSC, Henrique Mazza, remember that the partnership has already achieved a growth of over 200% in 2024, showing significant growth and a constant improvement of the business approach. "The Danone portfolio on the platform includes iconic products such as Aptanutri", Fortini, Nutridrink, Neocate and YoPRO, that add value to the pharmacy channel, strengthening the relationship with consumers through nutrition solutions, highlights
The executive from Danone states that the Farmácias app is a strategic channel for Danone, especially for allowing clear and effective communication with the target audience. "Our goal is to make the consumer understand the complete nutrition journey", from early childhood to adult supplementation. The partnership with the Pharmacies app was essential for us to reach this goal, because every month we activate the channel with specific campaigns for each audience, affirms
Future perspectives and expansion of collaboration
With a year of consolidated partnership, Danone and the Pharmacies app plan to further expand their joint actions. The company envisions the opportunity to explore new activation strategies in the app, reinforcing communication through different channels. The idea is to create a digital ecosystem that optimizes the consumer shopping experience and increases brand loyalty
"Our partnership with Danone combines innovation, digitization and proximity to the consumer to generate significant results and foster continuous growth in our channel, concludes Mazza
