EAEP launches new Action Plan to empower Europeans through Digital Healthcare

Brussels, 23 June 2025 – The European Association of E-Pharmacies (EAEP) today unveiled its new E-Pharmacy Action Plan, setting out five strategic initiatives to strengthen patients’ access to digital healthcare across the EU. The document outlines a practical roadmap for integrating online pharmacies into Europe’s health systems and calls on EU policymakers to remove outdated regulatory barriers and create a truly channel-neutral environment for healthcare delivery.

Online pharmacies are already helping millions of Europeans access healthcare and medicines digitally, offering solutions that enhance adherence, improve access for chronic patients and in rural areas, and reduce pressure on overstretched health systems. Yet, the current regulatory framework across the EU remains fragmented – and in some cases overtly discriminatory – preventing the full realisation of digital health’s potential for patients.

“With the European Health Data Space and the Digital Identity Wallet being rolled out, we have a once-in-a-generation opportunity to empower patients through digital healthcare”, said Olaf Heinrich, Co-President of the EAEP. “This Action Plan outlines five concrete initiatives to move from ambition to action – and from a European Health Union to a truly European Digital Health Union”, stated Walter Hess, Co-President of the EAEP.

The E-Pharmacy Action Plan sets out five strategic priorities:

1. Pan-European prescription delivery – Enable (cross-border) access to prescription medicines via registered e-pharmacies, as already allowed in eight Member States.
2. Access to Electronic Health Records – Allow e-pharmacies secure access to health data to deliver personalised care.
3. Tackle medicine shortages via flexible supply chains – Empower e-pharmacies to address shortages by operating across borders and strengthening the supply chain.
4. Fair reimbursement for digital pharmacy services – Ensure equal compensation of digital healthcare services.
5. Expand telepharmacy services – Support remote care models to address workforce shortages, especially in underserved areas.

The Action Plan draws on recent evidence from studies by Copenhagen Economics, IEGUS, and IQVIA, which underline the positive impact of digital pharmacy services on patient care and healthcare system efficiency. The EAEP urges European institutions and Member States to take swift, coordinated action to ensure regulatory alignment and promote digital inclusion for all patients.

Download the full Action Plan here: https://www.eaep.com/en/publications

If you would like further information on the activities of the EAEP, please visit our website: https://www.eaep.com/en/

Profile: The European Association of E-Pharmacies (EAEP) represents the voice of e-pharmacies on the European continent. The EAEP promotes its interests mainly with political stakeholders, regional and business actors, with the ultimate aim to improve the health of Europe’s citizens and strengthen the European healthcare system. E-pharmacies have digitalised the classical pharmacy, and therefore act at the crossroads of digitalisation, healthcare, e-commerce and sustainability. As pioneers in providing digital solutions and our innovative and secure processes in dealing with health data, offering medicinal products and digital healthcare service while complying with national and EU law, the EAEP members continuously seek for ways to enhance the quality, safety and efficiency of healthcare for Europeans.