New Managing Director Appointed at Sanicare

Sanicare has announced the appointment of Marcus Diekmann as its new Managing Director. Diekmann, who has previously held executive roles at the online bicycle retailer Rose Bikes, will now take on the position of Chief Strategy, Digital & eCommerce Officer at Sanicare, which includes the mail-order pharmacy Aliva. His appointment is seen as a strategic move to accelerate the company's digital transformation efforts.

With the mandatory implementation of electronic prescriptions (E-prescriptions) in Germany starting in early 2024, Sanicare aims to redefine its market potential, particularly in the prescription segment. Historically, German online pharmacies have relied heavily on over-the-counter (OTC) sales due to adhering to price regulations in the prescription market, unlike their Dutch counterparts.

Diekmann views his new role as both exciting and challenging, acknowledging the hurdles posed by regulatory constraints and competition from well-capitalized rivals such as Shop Apotheke and Doc Morris. He emphasized the need for innovation and agility to navigate the rapidly evolving market landscape.

Current co-managing partners Christoph Bertram and Heinrich Meyer expressed their intent to propel the company into its next growth phase. Following a revenue of EUR90 million in the previous year, they aim to surpass the EUR100 million mark in 2025. In contrast, leading competitor Shop Apotheke recently reported revenues of EUR2.4 billion.

Additionally, Sanicare plans to seek external investment, which would be structured through its group rather than directly, given the restrictions on foreign ownership of pharmacies in Germany. The company is focusing on enhancing customer engagement through a user-friendly app and a robust social media strategy.

Collaboration with local pharmacies is also a key component of Sanicare's growth strategy. Diekmann highlighted the importance of integrating stationary pharmacies into their digital framework, which he believes is essential for optimizing customer care. Although a previous attempt at partnerships via the platform 'Versandvernetzt.de' faced challenges, Sanicare is committed to pursuing new collaboration opportunities, including partnerships beyond the healthcare sector.

Overall, Diekmann's leadership is anticipated to drive Sanicare towards a more integrated and competitive stance in the evolving landscape of online pharmaceuticals.