For pharmaceutical companies active in pharmacies and drugstores, digital devices (LCD screens, LED panels, dynamic signage) have become essential tools to capture attention, inform and stimulate purchase decisions at the point of sale. These solutions go beyond the limits of static POSM by offering dynamic content that can be updated in real time and adapted to different times of day or seasons.

The goal is not to equip all points of sale uniformly, but to understand which digital solutions deliver the most value depending on the area of the point of sale (window, counter, shelf, end cap) and the brand’s communication objectives.

Window display: capturing attention before entering

The window remains the first visual contact point with customers. Transparent LED screens and digital totems in the window transform this passive space into a true activation surface.

• Transparent LED screens
  These screens are placed directly behind the shop window and allow natural light to pass through while displaying animated content. Their transparency (50 to 80%) preserves visibility of the inside while creating an augmented reality effect. With brightness levels reaching 5,000 to 8,500 nits, they remain perfectly readable even in direct sunlight. These devices are particularly suitable for seasonal campaigns (sunscreen, allergy, winter) or new product launches.
• Totems and opaque LED panels
  For deep windows or larger formats, opaque screens offer maximum expression surface with custom sizes (XL, XXL). They allow video loops, promotional messages or real-time updated health information to be displayed.

Measured impact: Pharmacies equipped with window screens experience an increase in store traffic and a rise in sales of promoted products that can reach 50 to 77% when the window is combined with an interior display.

Interior of the point of sale: inform, engage, sell

Once the customer is inside the point of sale, several types of screens take over to accompany the purchase journey and reduce the perception of waiting time.

• Counter screens and waiting areas
  Placed near the counter or in the queue, these screens (typically 4 to 6 units per point of sale in standard installations) display short-form content: health tips, promotions, service reminders (vaccination, medication reviews, loyalty programmes). They also help manage waiting by displaying real-time wait estimates or pickup alerts.
• Wall screens and scrolling panels
  Installed above shelves or on side walls, they create a dynamic atmosphere and reinforce brand messages. Their content can be synchronized with counter screens for a coherent communication journey.
• RingScreen: the 360° display
  This innovative circular display format maximizes visibility from multiple angles within the point of sale. The RingScreen is ideal for central areas or promotional islands, where it naturally attracts attention through its distinctive shape and elevated positioning. Unlike traditional flat screens, this format creates a distinctive focal point that draws the eye and encourages dwell time.

Operational benefit: Beyond promotion, these screens reduce perceived waiting time (by up to 30% according to some studies) and improve customer satisfaction by making the space feel more modern and informative.

End cap: the premium zone for push campaigns

The end cap is historically the most sought-after location in pharmacies and drugstores to highlight products on promotion or new items. Integrating LCD or LED screens on these structures multiplies their impact.

• LCD screens integrated into end cap header
  A 32 to 55-inch screen placed at the top of the end cap allows the key campaign message (indication, product benefit, price) to be displayed while maintaining a physical product presentation below. This combination of “physical POSM + digital screen” creates a very strong focal point in the customer journey.
• Dedicated LED panels
  For larger campaigns, custom-designed LED panels can cover the entire end cap, transforming the space into an immersive mini brand stage. These devices allow multiple content streams (product video, testimonials, instructions) to be synchronized in the same location.

2025–2026 trend: Integrating dynamic QR codes on end cap screens creates a direct bridge to educational content, loyalty programmes or product pages. Customers can scan the code displayed on the screen and continue their experience on mobile (videos, usage tips, reviews).

Content management: the key to performance

A screen is only valuable if the displayed content is relevant, up-to-date and context-appropriate. Professional content management systems (CMS) allow pharmaceutical companies or their POSM partners to manage an entire network of screens from a centralized interface.

• Programming by time slots
  Display different content depending on the time of day (morning: vitamins and supplements; midday: dermocosmetics; evening: sleep and stress).
• Multi-screen synchronization
  Ensure visual consistency between window, counter and end cap, with the same message adapted by location.
• Real-time updates
  Modify content remotely (add a language, update prices, issue health alerts, introduce a new indication) without physical intervention at the point of sale.
• Performance measurement
  Some systems include sensors (footfall counting, dwell time in front of screen) that evaluate the real impact of digital campaigns.

Return on investment and decision criteria

For a pharmaceutical company, the decision to invest in digital POSM depends on several factors.

• Campaign objective
  Product launch, recurring seasonal campaign, patient education, or long-term awareness building? Digital is particularly relevant for rich content (video, animation, storytelling) and campaigns requiring frequent updates.
• Network coverage
  Digital becomes cost-effective when reaching a significant volume of points of sale (several dozen minimum), as content and management costs are diluted. For tests or very small networks, traditional POSM often remains simpler.
• Campaign duration
  The longer the campaign, the more competitive a screen’s cost becomes compared to multiple paper print runs. Conversely, a flash operation lasting only a few weeks may not justify material investment.
• Partnerships with networks
  Some pharmacy groups or drugstore chains already have shared screen equipment. It is then possible to reserve broadcasting slots (standard advertising model) rather than installing dedicated equipment.

Emerging trends for 2025–2026

Several technological and usage developments are shaping the near future of digital POSM in pharmacies and drugstores.

• Interactive touch capability
  Touch terminals or interactive screens allow customers to browse a catalogue, compare products, view detailed fact sheets or check stock availability. This transforms the screen into a true product assistant.
• Artificial intelligence integration
  Real-time analysis of visitor profiles (anonymous, GDPR-compliant) to adapt displayed content: for example, showing sun protection content on sunny days, or stress-relief products in the evening.
• Stock-connected screens
  Automatic display of promotions when a product’s stock needs clearing, or conversely, highlighting high-margin products available in quantity.
• Hybrid physical-digital formats
  Combining traditional cardboard/wood POSM with integrated screens, allowing physical product presence while benefiting from digital dynamism (for example, a wooden display stand with a 15-inch screen embedded on the front).

How a pharmaceutical company can structure its digital approach

To successfully integrate digital into POSM strategy, a phased approach helps limit risks and optimize investments.

• 1. Map priority impact zones
  Identify key locations: window (strong street visibility), counter (waiting time), end cap (product push), shelf (category reinforcement).
• 2. Define appropriate formats by zone
  • Window: transparent screen or LED totem.
  • Counter: standard 32–43 inch landscape screens.
  • End cap: integrated LCD screen or dedicated LED panel.
  • Central unit: RingScreen 360°.
• 3. Select a content management partner
  Work with a provider mastering both material installation, creating suitable content (short, clear, impactful formats) and remote network management.
• 4. Run a pilot on a representative sample
  Deploy devices across 20 to 50 test pharmacies / drugstores, measuring impact (sales, awareness, field feedback) before scaling up.
• 5. Industrialize and integrate into the overall POSM mix
  Once validated, digital becomes a permanent component of the POSM catalogue, used alongside cardboard POSM, samples, staff training, etc.

By targeting the right zones (window, counter, end cap), choosing appropriate formats (transparent screens, LCD, RingScreen 360° displays) and managing content centrally, digital POSM becomes a powerful lever for your trade and marketing teams: greater visual impact, more flexibility, closer alignment with field and patient expectations.