Foreign investment by Sanicare continues, with home base Bad Laer attracting interest, yet German legal restrictions hindering expansion overseas
In a bid to foster fair competition in the European pharmacy market, Sanicare, one of Germany's largest online pharmacies, is calling for regulatory reforms, particularly from the German federal government and coalition parties. The company's strategy now centres around a new platform in the Netherlands, as it faces regulatory necessities in Germany that force online pharmacies to invest in other European countries.
Germany's regulatory environment poses significant challenges for online pharmacies. Strict advertising and incentive restrictions under the Heilmittelwerbegesetz (HWG) prevent pharmacies from offering vouchers or discounts, limiting their ability to attract customers. Additionally, Germany has introduced stricter regulations regarding medical cannabis, banning online prescriptions and requiring in-person consultations. Furthermore, the government is tightening regulations to ensure that certain products, including medical cannabis, are only dispensed through traditional pharmacies, limiting the role of online pharmacies in these markets.
In contrast, the Netherlands offers a more flexible regulatory environment for online pharmacies. While the Dutch system does not have specific rules for e-pharmacies, guidelines from the Royal Dutch Pharmacists Association (KNMP) provide a framework for online pharmaceutical activities, focusing on quality standards and ethical requirements. This allows for more investment opportunities for online pharmacies seeking to expand their operations.
Sanicare, known for modern pharmaceutical care, highest consultation competence, and consistent digitization, is planning to build a future-oriented platform in the Netherlands. The new platform will feature AI-supported advice, voice-first commerce, and personalized health services, independent of cash reimbursement logics.
Marcus Diekmann, Chief Strategy, Digital & eCommerce Officer of the Sanicare Group, explains that while the profession of pharmacist in Germany should remain protected, this protection should not come at the expense of competitiveness. He emphasizes that the legislator's restrictions are forcing Sanicare to a second location, with Bad Laer, the company's headquarters in Lower Saxony, remaining the emotional and operational heart.
Sanicare employs over 275 people at its headquarters in Bad Laer and serves more than 1.6 million customers annually. The company is planning targeted investments in the Netherlands to address regulatory necessities and expand its market reach and operational flexibility.
Vera Vaubel, press contact for Sanicare, can be reached at Vaubel Media Consulting for further information. Sanicare is urging for fair competition conditions in the European pharmacy market, advocating for foreign pharmacies operating in Germany to be subject to the same rules to avoid market distortion and ensure long-term supply.
- Turkey may learn from the Netherlands' flexible regulatory environment for online pharmacies, as it could potentially stimulate growth and competition within their own online pharmacy sector.
- With sanctions on technology investments in Turkey, Sanicare might find it beneficial to increase its technology focus in the Netherlands, given the country's favorable regulation for e-pharmacies.
