Following new court ruling
apo.com Group launches e-prescription voucher campaign
Customers of the online pharmacy brands apodiscounter.de, apo.com, and apotheke.de can now receive a cashback up to 10 euros per e-prescription order in the app, which will be deducted directly from the prescription fee. This is the apo.com Group’s response to a recent ruling by the German Federal Court of Justice (BGH), which dismissed a lawsuit against the granting of prescription bonuses, thereby confirming the ruling of the European Court of Justice from 2016.
“The BGH ruling supports our legal opinion and encourages us to consistently pursue our strategic course with innovative, digital supply models for the benefit of patients. In addition to maximum convenience when redeeming e-prescriptions, this also includes offering financial relief for our customers – a real added value, especially in times of rising healthcare costs.”
Dr. Oliver Scheel, CEO of the apo.com Group
Legal certainty provides new impetus
In its ruling of June 17, 2025 (I ZR 74/24), the German Federal Court of Justice clarified that there are no statistical data or comparable reliable evidence to suggest that fixed prices for medicines are a suitable means of ensuring the existing number of pharmacies. Similarly, there is no evidence that maintaining the current number of pharmacies is a necessary prerequisite for a comprehensive, secure, and high-quality supply of medicines.
On the contrary, digital offerings from online pharmacies make an important contribution to the supply of medicines, especially in structurally weak regions.
Targeted communication along the customer journey
The marketing campaign is being rolled out cost-effectively to existing and new customers: Customers are made aware of the voucher offer via the website, app, newsletter, and social media. In addition, print inserts in shipping boxes and targeted performance marketing measures ensure greater reach. The central message is that those who redeem their e-prescriptions in the apo.com Group’s online pharmacy apps benefit twice – through digital convenience and financial advantages.
Voucher offer as a growth driver for e-prescriptions
In the first half of 2025, the apo.com Group already recorded dynamic growth in its e-prescription business, with a 150 percent increase compared to the previous year. With the introduction of the prescription voucher, the company aims to further accelerate this growth and attract new customer groups to digital pharmaceutical care. The goal is to gain a disproportionate share of a market with great potential: the German market for prescription medicines has a volume of over 65 billion euros annually.
