Bionorica partnered with Jäger Health, an IQVIA Consumer Health company, to transform German pharmacies from simple dispensers of herbal remedies into recognized destinations for phytotherapy expertise. IQVIA developed the Phytothek concept as a comprehensive pharmacy activation platform featuring dedicated in-store branded environments, certified staff training, year-round consumer engagement campaigns, integrated visual merchandising, and digital touchpoints that connected physical and online experiences. By embedding expertise directly into everyday pharmacy practice, the initiative strengthened consultation quality, increased product visibility, and enhanced consumer trust in herbal medicine. The program successfully scaled to more than 900 participating pharmacies, created sustained i

Join for free to read