Assessment of the Managerial and Marketing Changes in the German Pharmaceutical Market from the Point of View of the Wholesalers

The wholesalers—full-service providers and smaller regional providers—are forced to initiate a reorientation that no longer concentrates solely on supplying the on-site pharmacies but must turn to the new providers to maintain and, if necessary, expand market positions. Based on the multi-channel approach as a strategic measure in marketing and the presence and communication performance associated with it, this research approach aims to show where wholesalers stand in the necessary transformation and how they can become involved in the individual channels to maintain the supply situation together with pharmacies. For this purpose, selected channels will be examined for their strengths and weaknesses in connection with the use of retail and online pharmacies and compared to see what opportunities they offer for wholesalers to serve them in the interest of the end customer.