How pharma brands can maintain consistency, speed and compliance in an increasingly complex digital ecosystem.
The concept of health in Italy is becoming more and more everyday: prevention, self-care and health products are steadily entering purchasing habits, even in the large-scale retail trade, which is growing in the “health” basket. Consumers seek convenience but also reliable information, moving naturally between pharmacy, supermarket and online.
According to the latest Coop 2025 Report, Italians are rewriting the map of their health: more and more focus on prevention, self-care and healthy lifestyle. Health enters everyday choices - from food to personal care products - and large-scale retail becomes a new reference point, adding to that of pharmacies. In fact, the “health” basket among supermarket aisles is growing by the +9,2% in the first half of 2025, and large retailers are intercepting consumers looking for functional products, supplements, and cosmetics with an eye always on price.
Digital today is an integral part of the wellness journey: nearly half of Italians search for health information online and choose e-commerce for recurring purchases and long-term therapies. For pharma brands, this means ensuring integrated, consistent and reliable experiences across all channels-from site to marketplace, product page to banner.
The multiplication of touchpoints and actors (agencies, retailers, marketplaces) makes content management complex, not least because of regulatory constraints and articulated approval processes. In this context, consistency is not aesthetic: it is a lever of credibility, compliance and competitiveness.
Based Agency's experience with Alfasigma has led to the development ofADAM, an end-to-end system that manages the entire lifecycle of digital assets, integrating into existing processes without disrupting them. The value is in the method: adaptive, no-code, minimally invasive and designed to increase control and speed.
Smart content management brings concrete benefits:
In pharma, innovation and regulation coexist: true digital transformation is one that adapts to people and makes brands' work more fluid, secure and consistent, turning complexity into value.
Based is a Business Digital Advisor specializing in creating end-to-end digital and phygital communication projects. We transform the key elements of communication into actionable, measurable and effective projects. With 3 offices throughout Italy (Milan, Rome and Naples) and a team of over 30 professionals, we take care of our clients' business along the entire funnel: awareness & prospecting, experience & acquisition, conversion & client service, loyalty & nurturing.
