PHOENIX and LINDA expand strategic partnership
27.04.2023 15:43
The goal is to become Germany's largest and best-known pharmacy cooperation with industry-specific services and an optimized marketing package as well as an attractive range with around 60 partners.
PHOENIX Pharmahandel and LINDA AG had already announced an even closer collaboration at the LINDA delegate congress 2022 in Salzburg. Over the past twelve months, both companies have advanced their strategic partnership. A joint pharmacy cooperation has been created in which PHOENIX and LINDA join forces and together rely on Germany's best-known pharmacy umbrella brand LINDA.
PHOENIX is restructuring its previous pharmacy cooperation and will henceforth use the LINDA brand. The leading pharmaceutical wholesaler has incorporated the “your pharmacy” cooperation program, which has around 3,600 pharmacies, into the newly created “LINDA Partner” concept. Since February 1, 2023, PHOENIX and LINDA have been giving all local pharmacies access to this cooperation. LINDA is opening the brand of owner-managed pharmacies, which is the most established locally with 60 % recognition levels. In addition, the MVDA e. V. and LINDA continue to offer stationary pharmacies the current LINDA Premium partnership with the greatest possible advantages and continue to work in close cooperation with the pharmacy committees on the design of LINDA services.
Setting the course for the future together
“After more than three decades of close partnership and the preparations last year, we are pleased about the successfully launched, even more intensive collaboration with LINDA. Together we have set the course for the future. We combine the economic expertise and sales strength of PHOENIX with the appeal of the LINDA brand. This is how we strengthen pharmacies locally and digitally. PHOENIX stands by the local pharmacies,” said Florian Altenhof, Sales Manager at PHOENIX Pharmahandel at this year’s LINDA delegate congress in Berlin.
A brand. A concept. A clear vision.
“New investors on the market, the e-prescription that is just around the corner as well as future business challenges, a shortage of staff and the consumer desire for digital convenience that has increased as a result of the pandemic make decisive action necessary. It is high time to join forces. Only a nationwide, strong brand can do that
Potential to give local stationary pharmacy brands a tailwind in order to be economically successful in the long term. The deeper collaboration with our partner
PHOENIX has already gotten off to a successful start in the first few weeks,” explains Volker Karg, CEO of LINDA AG.
Since February, clearly visible marketing campaigns under the LINDA brand design can be found at the point of sale in pharmacies. “LINDA Partner” pharmacies receive placement recommendations, decoration materials and a newly developed end customer magazine. In addition, there are the tried and tested, seasonally oriented monthly promotions. In addition, in the medium term, Germany-wide end consumer communication will raise awareness of the advantages of on-site pharmacies such as pharmaceutical advice and services. This is intended to create high visibility across the board for the stationary office in Germany.
An attractive range – advantages for pharmacies and the pharmaceutical industry
The cost-effectiveness of the on-site pharmacies in terms of product range and conditions is another focus of the new organization under “LINDA Partner”. Part of the concept is an Rx/OTC range of around 25,000 PZNs and around 60 partners in the pharmaceutical industry. For pharmacies, this is quantitatively and qualitatively linked to a service-for-service model. Participating pharmacies and the pharmaceutical industry benefit from a higher and more sustainable performance orientation. In the digital area, both partners rely on the health platform Gesund.de. Locally, the focus is on the LINDA brand. For example, the high-reach customer loyalty program PAYBACK is aimed at stationary on LINDA and digitally at Gesund.de. All LINDA and “LINDA Partner” pharmacies can also take advantage of the PHOENIX AKADEMIE’s training offerings at special rates. In addition, both companies will continuously work on further advantages within the framework of the “LINDA Partner” concept and will continue to develop the collaboration in the future.