No episode 112 from AmplificaCast, Eric Klein receives Fernando Kozel, Digital Vice President at RD Healthto discuss how technology is transforming the way companies, consumers, and professionals interact with it. health In Brazil, right from the start of the conversation, it becomes clear that we're not just talking about digital innovation, but about a structural change across the entire customer journey.
Throughout the episode, Fernando shares lessons learned from a career spanning over 30 years within the same company, going through different phases, from a family business to a highly data-driven organization. And it is precisely this long-term vision that helps to understand how technology is transforming not only the pharmaceutical sector, but also the role of companies within the healthcare ecosystem.
Technology is transforming the role of the pharmacy.
For a long time, the pharmacy was seen as a point of sale. A place for quick visits, focused on product. But this model no longer supports current consumer demands.
Today, what we see is technology transforming the pharmacy into something much bigger: a continuous point of contact with the customer, a channel of convenience and, above all, a service hub.
Fernando explains that RD Saúde has begun to see its stores as care centers. This completely changes the logic of the business. The pharmacy ceases to be merely transactional and becomes relational.
This change is directly linked to how consumer behavior has evolved, and how technology has been transforming their expectations. The customer doesn't just want to buy. They want to solve problems, understand, track their progress, and have ease throughout the entire journey.
Transforming scale into experience
Managing over 3.600 stores and serving millions of customers is not just an operational challenge, it's also a strategic opportunity. In this context, technology is transforming scale into a real competitive advantage.
Fernando explains that RD Saúde's extensive network allows for something essential: proximity to the customer. Each store ceases to be just a point of sale and begins to function as a mini distribution center and also as a point of care.
This structure is transforming the consumer experience, allowing them to receive a product in less than an hour or choose to pick it up at the nearest store, with convenience and speed.
This scale is also transforming how data is used to personalize the experience. With millions of interactions happening daily, the company can identify patterns, anticipate needs, and offer more assertive solutions. This means moving from a reactive approach to a predictive one, where technology allows understanding the customer even before they express a need.
Furthermore, this operational capability allows for more efficient integration of channels, ensuring consistency throughout the customer journey. A customer can initiate an interaction digitally and complete it physically, or vice versa, without friction. This fluidity is a direct result of a robust infrastructure combined with the intelligent use of technology.
The result is clear: a more fluid, integrated, and customer-centric journey.
Omnichannel is transforming the customer journey.
One of the most relevant points of the conversation is how omnichannel is transforming the shopping and relationship experience.
Customers no longer separate the physical and digital worlds. They move between channels all the time. They buy through the app, pick up in-store, search for information online, and ask questions in person.
Fernando emphasizes that the key to success lies precisely in integrating these elements. Technology is transforming operations so that all channels function as one.
An interesting fact is that a large portion of digital sales are connected to physical stores, mainly through the buy-and-pick-up model. This shows that digital doesn't replace physical, it enhances it.
Furthermore, this integration is transforming consumers' expectations of time. What was once considered fast is no longer sufficient. Convenience has become a decisive factor, and companies that can reduce deadlines and simplify steps gain a competitive edge. In this scenario, technology ceases to be a support tool and becomes the protagonist in building a fluid and competitive experience.
For companies operating in B2B or B2C, this is a valuable lesson: transformation lies not in choosing one channel, but in intelligently integrating them all.
Data is transforming the way decisions are made.
Another important insight from the episode is how data is transforming business management.
Previously, the focus was on traditional metrics such as sales and margin. Today, the analysis has evolved to something much deeper: customer behavior, recurrence, journey, and profile.
This means that the company stops looking only at the product and starts looking at the context.
Fernando explains that this change allows for a better understanding of different moments in a customer's life, and how the company can act in each of them. It's a much more strategic vision.
Technology is transforming data into actionable intelligence. And this intelligence is what allows us to create more relevant and personalized experiences.
Personalization is transforming customer service.
When it comes to artificial intelligence, Fernando brings a practical and mature perspective. AI is already being used to increase internal productivity, but its greatest potential lies in customer service.
Technology is transforming the way companies are able to personalize the customer experience.
One example cited in the episode is MIA, an artificial intelligence used at points of care. Initially focused on drug interactions, it is expected to evolve to support more complex decisions.
But the most important point is that this technology does not replace humans. It complements them.
AI is transforming healthcare by making it faster, more accurate, and more contextualized. But the pharmacist remains a central player.
This balance is essential, especially in a sensitive sector like healthcare.
The pharmacist is being repositioned.
One of the most powerful moments in the episode is when Fernando questions the current role of the pharmacist. He provokes: does it make sense to have thousands of highly qualified professionals just to deliver products?
This reflection shows how technology is transforming not only processes, but also functions within companies.
RD Saúde's proposal is to reposition the pharmacist as a key player in the customer journey. Someone who guides, supports, and adds real value.
This movement revives a historical figure, but now with the support of technology. In other words, the digital world doesn't eliminate the human element; it enhances it.
This is a clear example of how innovation, when applied correctly, is transforming the business without losing its essence.
Services are transforming the business model.
Another important point is the expansion of services within pharmacies. Bioimpedance analysis, testing, vaccination, and guidance are examples of how the model is evolving.
Technology is transforming the ability to offer these services with scale and organization.
This also responds to a market demand. The healthcare system is overburdened, and more accessible and widely distributed solutions are gaining relevance.
In this context, the pharmacy takes on a strategic role. And technology is what enables this expansion.
This movement shows how retail is being transformed into a service platform, something that directly impacts brand positioning.
Culture is transforming the ability to execute.
Besides technology, Fernando highlights a decisive factor: culture.
He talks about ownership, collaboration, and execution capacity as fundamental pillars. This is because no transformation happens without people prepared to carry it out.
Organizational culture is transforming the speed at which companies can evolve. Collaborative, adaptable, and results-oriented teams are able to advance much faster.
This is a critical point for marketing and business leaders. Investing in technology isn't enough; culture, strategy, and execution need to be aligned.
Leadership is transforming the way we grow.
Fernando's career path also shows how leadership needs to evolve over time.
He is moving away from a more centralized model towards one based on strong teams and autonomy. This is a direct reflection of how the business environment is transforming the role of the leader.
Today, leadership isn't about knowing everything. It's about knowing how to connect, guide, and get the best out of the team.
This change is crucial in complex environments, where technology is rapidly transforming business models.
The future is being built now.
Throughout the episode, it becomes clear that the transformation is not something in the future. It is already happening.
Technology is transforming how businesses operate, how customers behave, and how services are delivered.
In the case of RD Saúde, this translates into a more integrated, smarter, and more customer-centric operation.
And this movement isn't exclusive to the pharmaceutical sector. It applies to any company that wants to grow sustainably in the digital environment.
Want to understand how the market is transforming in practice?
Watch the episode 112 Tune in to the AmplificaCast with Fernando Kozel and see, in practice, how technology is transforming businesses, journeys, and experiences in one of the most relevant sectors of the economy.
If you're a marketing, sales, or innovation decision-maker, this episode provides direct insights on how to apply digital transformation with a focus on real results, not just trends.
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