The Farmácias app, a marketplace that innovatively and comprehensively connects consumers with independent and regional perfumeries, pharmacies, and drugstores, celebrates the outstanding results of a strategic partnership with Danone, which began about a year ago.
The collaboration has yielded a 240% growth in sales of specialized nutrition products on the platform over the last 12 months, boosting Danone’s brands of infant and adult nutritional supplements such as Aptanutri, Fortini, Nutridrink, Souvenaid, among others. This success was driven by a robust digital strategy, including seasonal promotions, discount coupon campaigns, and highly targeted communication, reinforcing the Farmácias app’s position as an essential channel in pharmaceutical e-commerce.
The Brazilian pharmaceutical sector has shown consistent growth in recent years. According to the 2023 Statistical Yearbook of the Pharmaceutical Market, published by the Chamber of Regulation of the Medicines Market (CMED), the pharmaceutical market reached revenues of approximately R$ 142.43 billion in 2023, representing a nominal growth of 8.53% compared to 2022. Additionally, 5.77 billion packages were sold, a 1.03% increase from the previous year.
This expectation reinforces the role of the Farmácias app, which offers a diverse and accessible portfolio to an even larger audience than regional and/or independent pharmacies. The marketplace’s 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, betting on the marketplace has been key to expanding the brand’s presence in high-recurrence 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 consumer relationships and foster continuous growth.
A Successful Partnership
Henrique Mazza, Marketing Manager of Digital Channels at GrupoSC, recalls that the partnership has already achieved over 200% growth in 2024, showing significant growth and constant refinement of the commercial approach. “Danone’s portfolio on the platform includes iconic products such as Aptanutri, Fortini, Nutridrink, Neocate, and YoPRO, which add value to the pharma channel, strengthening consumer relationships through nutrition solutions,” he emphasizes.
The Danone executive states that the Farmácias app is a strategic channel for Danone, especially because it allows clear and effective communication with the target audience. “Our goal is to ensure consumers understand the complete nutrition journey, from early childhood to adult supplementation. The partnership with the Farmácias app was crucial in achieving this goal, as we activate the channel every month with campaigns tailored to each audience,” she says.
Future Prospects and Expansion of Collaboration
With a year of consolidated partnership, Danone and the Farmácias app plan to further expand their joint initiatives. The company envisions the opportunity to explore new activation strategies on 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, digitalization, and consumer proximity to generate outstanding results and foster continuous growth in our channel,” concludes Mazza.
