An interview with Dr. Gábor Nagy, head of the HPH Digital Pharmacy business unit, about the digital development of pharmacies.
Where does Hungarian healthcare—and pharmacies within it—stand today in terms of digital maturity compared to international standards?
If we look at the region, we’re actually doing quite well. Hungarian pharmacies already use Humvo and the EESZT system, while robot systems, electronic logs, digital price displays, integrated POS terminals, and patient apps are spreading. These technologies are already standard in most Western countries, but further east they are still far from common. The real issue is that the world is moving forward at a very fast pace–and anyone who can’t keep up with that speed can just as quickly fall behind.
What are the current international trends?
Pharmacies around the world are no longer just dispensing medication–they’re becoming part of the patient journey. In the United Kingdom, for example, the “Pharmacy First” program has been launched, allowing pharmacists to prescribe certain medications for specific illnesses. We’re already seeing early signs of this in Hungary as well. In Japan and South Korea, online pharmaceutical consultations are part of everyday life, while in Germany, alongside the rollout of e-prescriptions, researchers are exploring the integration of AI chatbots into healthcare.
What opportunities exist for the digitalization of Hungarian pharmacies?
Currently, digital solutions are mainly used to save time: semi-automated ordering modules, inventory optimization software, wholesale interfaces–all help with day-to-day work. But that’s just the foundation. The next step is for digitalization to support professional decision-making too. As the number of practicing pharmacists continues to decline and about one-third of general practitioner positions remain unfilled–while the number of patients keeps growing–technology must step in. Without actively using technology, healthcare will be unable to meet growing needs
How can artificial intelligence support pharmaceutical work?
Research is ongoing into how AI can assist in drug development, diagnosis, and patient data analysis. These areas hold enormous potential, and the same applies to pharmacy: in the future, AI will be able to check thousands of drug interactions in seconds and monitor whether patients are taking their medications on time. I believe it won’t replace pharmacists–it will empower them. AI doesn’t think for us; it searches, organizes, and suggests for us. The decision remains with the pharmacist–but AI can work alongside them if they learn how to use it.
Should we be afraid that technology will eventually replace pharmacists?
Not at all. Technology is not a competitor, it’s an ally. Machines are fast but lack empathy. Humans are sensitive but can’t process millions of data points per second. The two together represent the future. This is the new golden rule: AI and pharmacists together can be stronger and more effective.
How does HPH Digital fit into this process?
HPH Digital was established this summer through the merger of two software development subsidiaries of the Hungaropharma Group. The goal of the merger was to provide answers to the current digital challenges faced by doctors and pharmacists. We don’t just develop healthcare software–we shape mindsets. We build solutions that allow pharmacies and doctors to carry out their healing work more efficiently, while preserving professional values and the traditions of their vocation. Robotics, AI-assisted analysis, and patient communication apps–all are designed to help professionals spend less time on administration and more time focusing on their expertise.
How do you see the future of pharmaceutical trade?
I believe that the pharmacy of the future will function as a kind of healthcare hub–not only dispensing medication but also providing counseling, prevention, and digital patient journey management. The pharmacist will become a health coach, consultant, and expert in one. Many fear change, but digitalization is not against us–it’s for us. The question is not whether we’re drifting with the current, but whether we choose to move with it.
This article was first published in the Pharma Industry Review 2025 / 2. print issue.
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