The pharmacy category is evolving with natural health products playing a bigger role than ever. As pharmacies shift towards a practitioner-led model and employ more naturopaths in both frontline and management roles, the way natural products are selected, recommended, and sold is evolving. The complementary medicine sector is outpacing traditional categories in pharmacy, as consumers increasingly seek natural-first solutions before turning to pharmaceuticals. But with this shift and the opportunities comes new challenges. How do brands effectively educate both clinical and non clinical staff, and communicate with consumers at point of sale? This session unpacks the convergence of selling traditional pharmaceutical products and complementary medicines, the critical role of education and factors impacting brand positioning, consumer engagement, and ultimately retail success.
26-27 May 2025 | ICC SYDNEY, DARLING HARBOUR