Axel Johnson Group's online pharmacy, Apohem, becomes the first in Sweden to launch advisory video consultations with pharmacists. "We have not anticipated that this will drive consumption," says CEO Gustav Hasselgren.
Apohem is currently the third largest in the online pharmacy market, after the market leader Apotea and challenger Meds. But according to CEO Gustav Hasselgren, the company grew fastest in the Swedish market during the first half of the year, with a growth rate of 76 percent to nearly 190 million SEK in revenue, as previously reported by Di.
Now, Apohem is launching the possibility for customers to receive video advice from pharmacists. The feature resembles what has already become common practice in healthcare, following the entry of online healthcare providers such as Kry, Doktor.se, and Min Doktor.
"As far as we know, we are the first to do this in both Sweden and possibly in the whole world. Of course, this is exciting, but the important thing is that we can reach customers in a new way. It will be a learning experience for us as well, and it will be exciting to discover which groups will be most interested," says Gustav Hasselgren.
What is the need like?
"When it comes to advice from pharmacists, we are already available by phone, chat, and email. All three are actually very good and fulfill different types of needs. But there is something about the personal meeting; you can show both ailments and products that you want to understand better, and there is an interpersonal aspect that some prefer over a chat," he says.
The video call service has been developed in collaboration with the company Imbox in Gothenburg, which has already acted as a technology provider for several other parts of Apohem's customer service.
"It's a major investment. The key is that the solution has identification with bank ID, so that it becomes secure both for customers and pharmacists," says Gustav Hasselgren.
In healthcare, there have been divided opinions on whether online healthcare providers truly relieve the rest of the healthcare system or if they rather create incentives for increased healthcare consumption – for example, for simpler ailments such as common colds.
"I understand the comparison and am aware of the discussion that has existed in healthcare. But our service is completely free of charge, and we do not receive any payment from the regions. Moreover, it is limited which medical conditions a pharmacist can and should comment on. It is exactly the same advice that occurs over the counter at any pharmacy," he says.
But do you see any risk that by increasing accessibility to pharmacists, you may drive unnecessary drug consumption?
"I see it as an improved customer service and advice, which makes a personal meeting available. We have not anticipated that this will drive consumption. In almost all cases, it involves a conversation about a medication that a doctor has already prescribed."
The advice is estimated to take about three to five minutes per customer and requires no appointment booking. Despite the service being free for the customer, there is also no obligation to make a purchase, emphasizes Apohem's CEO Gustav Hasselgren.
Even if it does not lead to a purchase, you cover the cost of the video call?
"Exactly. But we already do that today with all customer service and advisory calls, which have occurred in other formats than video," he says.
Apohem's two major shareholders, Axfood and Novax, both belong to the Axel Johnson Group. It will probably take a few years before the online pharmacy can show any profit; last year, the loss amounted to 79 million SEK on a turnover of 244 million SEK.
According to PostNord's e-commerce barometer for the third quarter, turnover in Swedish e-commerce decreased by a total of 5 percent compared to the same period in 2021. However, the relatively recession-proof pharmacy industry showed positive growth of 9 percent.
"We are actually growing as strongly as earlier this year; things are going very well. But we certainly see signs of the declining economy because some products are now selling worse than others," says Gustav Hasselgren.
Article from DI: [link]
