Thursday, September 17, 2026

ABDA launches new image campaign for local pharmacies

At the German Pharmacists’ Day 2026, the pharmacy sector has launched a nationwide image campaign. Its guiding message is “Gut, dass ihr da seid.” The campaign focuses on how patients experience the value of local pharmacies.

The communication highlights the relevance of personal advice, nearby healthcare access and dependable availability in everyday situations. In its public-facing campaign, ABDA is therefore positioning pharmacies through practical patient needs and daily interactions.

Central platform for patient information

Alongside the campaign, the new central website die-apotheken.de has gone live. It brings together information on pharmaceutical services, vaccinations and pharmacy search functions in one digital location.

From 15 September, pharmacy teams can access new campaign assets through apothekenkampagne.de. The materials include templates and visuals for posters, infoscreens, checkout screens, social media and an email signature in the campaign design.

Continuation planned for 2027

The campaign will also be promoted through digital advertising and social media in the coming weeks. After its first phase in autumn 2026, further visuals and measures are planned for 2027.