Tuesday, October 6, 2026

ABDA launches pharmacy vaccination campaign

At the start of the new vaccination season, ABDA is increasing public visibility for vaccination services in pharmacies. Since 1 October 2026, the Federal Union of German Associations of Pharmacists has been providing German pharmacies with campaign materials under the slogan “Bei euch piekt’s wohl”. The initiative aims to inform patients about influenza and COVID-19 vaccinations available in pharmacies.

For pharmacy operators and healthcare marketers, the campaign illustrates how professional healthcare services can be promoted through accessible communication. In addition to point-of-care materials for pharmacies, ABDA plans to roll out the campaign across its own social media channels. From early November, the campaign is also scheduled to appear in public spaces, aligning with the vaccination action week organised by the German Federal Ministry of Health.

A campaign with a light tone

The creative approach uses a humorous phrase to draw attention to vaccination services in pharmacies. According to the supplementary context, ABDA worked with the Berlin-based agency GUD on the campaign. The agency has been working for the organisation since early 2026 and was also involved in developing the patient portal die-apotheken.de.

The portal offers consumer information about vaccinations in pharmacies and includes a search function for pharmacies providing the service. This links the campaign’s offline materials with a digital service designed to make participating pharmacies easier to find.

Vaccination as a visible pharmacy service

ABDA president Thomas Preis has pointed out that many pharmacies already offer vaccinations against influenza and COVID-19. According to ABDA, the number of pharmacies providing vaccinations has increased in recent years. In the last vaccination season, almost 220,000 people were vaccinated in pharmacies, roughly twice as many as in the previous season.

ABDA also sees further potential in awareness building. A representative Forsa survey commissioned by the organisation last year found that around half of respondents could imagine being vaccinated in a pharmacy if they knew the option existed. The new campaign therefore addresses not only willingness to vaccinate, but also awareness of pharmacies as an access point.

Implications for healthcare marketing

From a marketing perspective, the initiative shows how sector organisations can communicate healthcare services across several touchpoints. Posters and other materials support the counselling situation in pharmacies, social media extends reach and outdoor advertising is intended to add public visibility. For pharmacies, this can help position vaccination more firmly as part of everyday healthcare provision.

Germany’s Standing Committee on Vaccination recommends influenza and COVID-19 vaccinations for defined groups of people. For seasonal influenza, the recommended vaccination period runs from October to mid-December. Protection usually builds up within about two weeks after vaccination.