The Farmácias app, a marketplace that connects consumers to independent and regional perfumeries, pharmacies, and drugstores innovatively and comprehensively, celebrates the significant results of a strategic partnership with Danone, which began about a year ago.
The collaboration yielded a 240% growth in sales of specialized nutrition products on the platform over the past 12 months, boosting Danone’s brands of nutritional supplements for infants and adults, such as 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 Farmácias app as an essential channel in pharmaceutical e-commerce.
The Brazilian pharmaceutical sector has shown consistent growth in recent years. According to the Statistical Yearbook of the Pharmaceutical Market 2023, published by the Chamber of Regulation of the Medicine Market (CMED), the pharmaceutical market reached approximately R$ 142.43 billion in revenue in 2023, representing a nominal growth of 8.53% compared to 2022. In addition, 5.77 billion packages were sold, an increase of 1.03% compared to the previous year.
This expectation reinforces the role of the Farmácias app, offering a diverse and accessible portfolio to an even larger audience than regional and/or independent pharmacies. The marketplace’s distinctive advantage lies in its broad reach, enabling major brands to connect directly with consumers from different regions of the country.
According to Lívia Magalhães, e-commerce manager at Danone Brazil, the focus on the marketplace has been essential to expand the brand’s presence in high-recurrence categories. In a sector that generated R$ 6.4 billion in the first half of this year alone, a partnership demonstrates how innovation and digitization can transform consumer relationships and foster continuous growth.
A Successful Partnership
The Marketing manager of Digital Channels at GrupoSC, Henrique Mazza, recalls that the partnership has already achieved a growth of over 200% in 2024, showing significant growth and continuous improvement in the business approach. “Danone’s portfolio on the platform includes iconic products such as Aptanutri, Fortini, Nutridrink, Neocate, and YoPRO, adding value to the pharma channel, strengthening consumer relationships through nutrition solutions,” he emphasizes.
The Danone executive states that the Pharmacy app is a strategic channel for Danone, especially for enabling clear and effective communication with the target audience. “Our goal is to help the consumer understand the complete nutrition journey, from early childhood to adult supplementation. The partnership with the Pharmacy app was essential for us to achieve this goal, as every month we activate the channel with specific campaigns for each audience,” she says.
Future Outlook and Collaboration Expansion
With a year of consolidated partnership, Danone and the Pharmacy app plan to further expand their joint actions. The company envisions the opportunity to explore new activation strategies within the app, reinforcing communication through different channels. The idea is to create a digital ecosystem that optimizes the consumer purchasing experience and increases brand loyalty.
“Our partnership with Danone combines innovation, digitalization, and consumer proximity to generate significant results and foster continuous growth in our channel,” Mazza concludes.
