Signal Dr. Max's Romanian CFO calls the pharmacist the key differentiator across all channels

Summary

Ionel Popescu, chief financial officer of the Romanian arm of the European pharmacy network Dr Max, gives PwC his view of the pharmacist's future role. He believes that in the near future the pharmacist will be the key differentiator across every channel. That includes physical stores, e-commerce, and artificial intelligence. Digital tools can support the customer journey, he says, but the pharmacist remains the most trusted point of contact. In his view, pharmacists help consumers navigate choices and make safe, informed health decisions, which supports PwC's argument for pharmacy-led guided health services.