Fax is alive and well in pharmacies - but AI is gaining in importance
- The first Bonsai Pharmacies Digital Check shows that pharmacists recognize the growing importance of digitalization and artificial intelligence.
- Three out of four pharmacists expect artificial intelligence to give them a competitive advantage.
- But 80 percent of pharmacies in Germany still use a fax machine to communicate with the manufacturer's sales force.
- Customer apps hardly generate any additional business for pharmacies.
Hamburg / Bremen, 23.06.2025. Bonsai Health is publishing the results of the "Bonsai Pharmacies Digital Check 2025" for the first time today. The new study provides information on the reality and pharmacies' assessment of relevant digitalization topics. An initial conclusion: "Many pharmacies are stuck in the fax age, even though they realize that AI will be vital to their survival in the future," says Bettina Mertens-Danowski, Head of Bonsai Health, the pharmaceutical and healthcare unit of Bonsai Research.
AI is highly relevant, but has barely arrived in pharmacies in real terms
There are major differences between theory and practice when it comes to many digitalization topics: more than two-thirds of pharmacists expect the use of artificial intelligence to give them a competitive advantage. And just as many believe that AI will at least partially replace human interaction in the pharmacy. However, only 30 percent of pharmacists have many or at least some points of contact with AI in their day-to-day work. Pharmacists see the greatest potential of AI in warehouse and inventory management, the automation of routine tasks and in relation to merchandise management systems.
We at Bonsai certainly see more possibilities here - today in a playful way: we "commissioned" the AI to summarize important information from the study in a podcast, condensed into around six minutes. It not only managed to do this correctly in terms of content, but also in an entertaining dialog. The fact that a manufacturer is mispronounced is therefore not our fault, but that of the AI.
No more "fed up"
Although around two thirds of pharmacists state that they have arrived in the digital world, 80 percent of them say that communication with the pharmacy sales force still takes place mainly or at least partially by fax. And only 40 percent of pharmacists have ever made video calls with the manufacturer's pharmacy sales force. And the rest of the pharmacists think this is a good thing: 84 percent of non-users of virtual communication still only want to have face-to-face conversations with the sales force. The digital refusal attitude also continues with the use of manufacturers' online portals: more than half of pharmacists do not use the manufacturers' online offerings at all or at most once a month. Only 22 percent access these offers at least once a week.
"When it comes to sales force meetings, digital training and manufacturer portals, for example, the results differ from manufacturer to manufacturer," emphasizes Bettina Mertens-Danowski. However, benchmark checks are possible: "In the Bonsai Pharmacies Digital Check, we break down the results of 20 companies from the OTC and over-the-counter sectors into core topics at manufacturer level."
What the Bonsai Pharmacy Digital Check 2025 offers manufacturers: the profile
Bonsai Health conducted the Pharmacy Digital Check for the first time in November 2024. The new study describes the digital involvement of pharmacies - including the spread of digital tools at the pharmacy PoS. It explores communication and collaboration with the sales force in the digital age, evaluates digital training formats and manufacturer online portals and determines the prevalence and utility of digital customer apps. 259 pharmacists in owner or management positions were surveyed. The sample is representative of the location and size of community pharmacies in Germany.
The complete report on the study can be ordered from Bonsai Health at a price of €490. Subscribers to the Bonsai OTC Sales Study 2024 receive the report at a reduced price of 290 € (order form below). As an appetizer, the BONSAI PHARMACIES DIGITAL CHECK 2025 PROFILE is available HERE
Contact:
Bettina Mertens-Danowski, Head of Bonsai Health
bettina.mertens-danowski@bonsai-research.com