In an age where health is often conceptualized as an immediate response to a symptom, there are projects that focus on a broader range of well-being. The Apoteca Natura network celebrates 25 years of developing a type of pharmacy that accompanies, listens and guides, so that prevention and the relationship with the person continue to occupy a central place. A model that today brings together a network of pharmacies that take care of health in a conscious and sustainable way.
“Apoteca Natura celebrates 25 years of taking care of people’s health, promoting a new culture of prevention and sustainable value starting from the pharmacy” summarizes Laia Vicente, director of marketing of the company in Spain. He underlines that this anniversary represents a reaffirmation that the pharmacy can and must be a space of support, orientation and awareness.
The pharmacy as a listening space
The premise of Apoteca Natura is to listen. For the network, the pharmacy is the first point of contact with people’s daily health. Not just a place where you buy products, but an environment for consultation and support.
His model is based on a global vision, because health needs are not only physical, but also environmental, social and emotional. Therefore, network pharmacists work to help identify risk factors and offer tailored solutions before the situation worsens. “Prevention is a service, not a complement”, claims Apoteca Natura. The network was a pioneer in offering specific programs to identify imbalances and unhealthy habits, developed in collaboration with medical-scientific associations. These services have helped many people make informed decisions for years.
A pioneering example was the osteoporosis risk prevention campaign – launched a few years ago – which paved the way for more specific programs such as the agreement signed in October 2025 with the Spanish Society of Senology and Breast Pathology (SESPM). A commitment to the care and support of women affected by breast cancer.
Also worth highlighting is the campaign dedicated to cardiovascular health which has raised awareness among thousands of people about the importance of controlling factors such as hypertension and cholesterol, offering personalized services for early diagnosis and complete treatment.
An independent, cohesive network for one purpose
With more than 400 pharmacies throughout Spain, Apoteca Natura has become the pharmacy network with the largest presence in the country within this care model focused on prevention and personalized pharmaceutical advice. Made up of independent pharmacies, each maintains its own local identity, but all share a working methodology, continuous training and a common vision of conscious health. This is how knowledge, experience and proximity come together without losing the essence of the neighborhood pharmacy.
At an international level its presence extends to Italy, France and Portugal, markets with very different pharmaceutical models. This exchange of experiences is, according to the network, a source of constant learning. In Europe Apoteca Natura has a total of more than 1,430 pharmacies.
Continuous training and shared ownership to continue growing
One of the pillars of Apoteca Natura is training. To be part of the network, continuous training is necessary, so that pharmacists follow protocols and plans developed together with family doctors and paediatricians, facilitating more complete, transversal and updated care. This training allows you to spend time talking to each person, understanding how they live, what worries them, what habits can affect their health and how to accompany them in the improvement process.
This philosophy is also put into practice in Retail workshop of Florence (Italy), a project of its own pharmacies that function as real observation centers where needs are analysed, prevention services are tested and the treatment experience is perfected. The learnings are then transferred to the entire network.
A careful selection of products
The pharmacies in the Apoteca Natura network also scrupulously select the products sold in their stores. In addition to having their own branded products, they have them partner main to Aboca, an Italian company that deals with healthcare through 100% natural, effective and safe products based on scientific evidence. “A collaboration that guarantees traceability, safety and respect for the body and the environment”, as highlighted by the pharmaceutical network. Its philosophy has led the organization to be the first Benefit® pharmacy network in the world and in 2019 it became legally Benefit companies and certified as B Corp, a seal that guarantees its positive impact on society and the environment.
It’s a new vision for creating value and protecting the future
Massimo Mercati, founder and CEO of Apoteca Natura
In a context of regulatory changes, especially in some countries where the pharmaceutical market is liberalized, Apoteca Natura is committed to strengthening its identity. For a year now, participating pharmacies have been able to become co-owners of the project, allowing for a more participatory and stable model over time.
For Massimo Mercati, founder and CEO of Apoteca Natura “it is a new vision to create value and protect the future”. The objective is to consolidate a way of doing pharmacy that resists fashions, pressures and passing trends.
