Pharmaceutical Market & Pharmacy Services: Analysis of challenges and opportunities on the example of the German model

The experience and professional competence of pharmacists have a significant impact on improving the health status of patients. Specialists in the field ensure compliance with regulatory requirements for the supply of medicines to the population. Pharmacies constantly adapt to the changing dynamics of social, demographic, and scientific-technological changes, which allows the system to respond to the diverse needs of patients. The process of active transformation in society poses significant challenges for the healthcare sector. Changes such as lifestyle differentiation, urbanization intensity, and population aging are also reflected in the delivery of pharmaceutical services. At the same time, the progress of science and technology leads to the digital transformation of the healthcare system, creating a need for strategic adaptation and new opportunities. Pharmacies and the healthcare system, in general, are committed to quickly adapting to modern challenges and developing innovative, patient-centered, high-quality services. In the long run, this approach will ensure the efficiency and sustainability of the system. In light of ongoing changes and emerging challenges, it is advisable to consider international best practices to enhance the effectiveness of the pharmaceutical sector. For this purpose, the peculiarities of the system were compared with the German model, and challenges and recommendations were identified to support the development of the field and ensure the optimization and safety of medication treatment for the population.