
Redcare PHARMACY
As an online pharmacy operating in seven European countries, we provide care and medicinal products, as well as digital health services, to over 13 million customers'. As per our strategic pillar 'Patient Care', we seek to deliver healthcare to people from all layers of society, true to our motto "Until every human has their health". Since we take this role very seriously, this policy sets out our overarching objective to achieve access to healthcare and social inclusion in our daily operations and work, but also in our long-term vision
We recognise the fundamental human right to the highest attainable standard of mental and physical health, as enshrined in Article 25 of the Universal Declaration of Human Rights. We respect the UN Guiding Principles on Business and Human Rights and recognise the importance of the OECD Guidelines for Multinational Enterprises Chapter "VIII. Consumer Interests". These instruments form the basis of our commitment to 'Patient Care' and our objective to achieve access to healthcare and social inclusion. They also oblige us to protect our customers' health and safety, to ensure their data remains private and secure, and to market responsibly.
The 4As: accessibility, availability, affordability and awareness.
We aim to contribute to good healthcare for everyone in Europe by delivering on accessibility, availability, affordability and awareness through our pharmaceutical services and products, through corresponding information for customers and by constructively engaging with health authorities, political decisionmakers and relevant associations. These 4As represent solution areas in which Redcare is active to provide good healthcare:
- Accessibility: We contribute to a digital transformation which makes access to pharmaceutical services much easier. Customers can access our services at any time and from anywhere.
- Availability: The availability of medicines is ensured through optimised logistics and warehousing systems. Redcare Pharmacy invests in intelligent inventory management systems to avoid supply bottlenecks. At the same time, thanks to our extensive procurement networks, we endeavor to ensure that medicines are readily available to everyone whenever they need them.
- Affordability: Redcare Pharmacy focuses on fair prices and cost-effective solutions to make medicines affordable for all income groups (regardless of age, gender, educational or professional background). This includes discount schemes, cheaper generic medicine options and cost-effective shipping models. Furthermore, Redcare Pharmacy's digital and people-oriented pharmaceutical services seek to contribute to better health outcomes while reducing the societal costs of our health care system.
- Awareness: Raising awareness of potential health issues and available treatments is an important aspect of our work. Redcare Pharmacy contributes to the health literacy of the population through information campaigns, informative content and regular health checks.
1 The figure stems from 29 July 2025, H1 2025 earnings release.
Redcare PHARMACY
As Europe's leading online pharmacy, we are strongly committed to the 4As. In order to do this, we have defined four goals, which - once achieved - will not just help us grow our business, but will also significantly advance progress towards the 4As.
Our four goals for inclusive access to healthcare in Europe.
- Rx online available across Europe and to Redcare Pharmacy: Currently, only eight EU Member States allow the sale of prescription medicine (Rx) online, meaning that 19 EU Member States still do not offer this possibility. Rx online would offer especially the critically and chronically ill, but also those with mobility impairments and their carers, a safe and secure option to obtain their medication online and have it delivered to their homes. This also applies to people living in remote areas without direct access to a pharmacy. Together with the European Association of E-Pharmacies (EAEP) - of which we are a member - and with patient organisations across Europe, Redcare Pharmacy is targeting the ongoing revision of EU pharmaceutical legislation. It is proposing an amendment to Article 172 of the Directive on the Community code relating to medicinal products for human use, which sets out the requirements for distance sales to the public. This aims to encourage EU Member States to allow the online availability of prescription medicines from licensed pharmacies in line with single market rules, benefiting all European patients and citizens.
- Digital EU wallet available across Europe: The healthcare landscape in Europe is rapidly evolving with digital advancements and one of the most transformative initiatives is the EU Digital Identity Wallet. Designed to provide a secure, interoperable form of identification across all member states, this digital wallet has the potential to revolutionise the way Europeans access, for example, their electronic prescriptions. Having a standardised, secure identification system will help to reduce barriers to access, enhance efficiency, reduce costs and secure against misuse. It is therefore a vital improvement for both pharmacists and patients alike. One of the EU Digital Identity Wallet's major advantages is its role in promoting interoperability, particularly in regions with limited access to healthcare services. In rural and cross-border areas, online pharmacies can offer a critical means of access to necessary medications. By integrating the EU Digital Identity Wallet, patients can seamlessly order and receive medications across national boundaries, avoiding the need to travel long distances or face potential language barriers in proving their identity.
- Access to electronic health records (EHRs) across Europe: With the European Health Data Space (EHDS) Regulation which entered into force on 26 March 2025, online pharmacies are recognised as full and equal players in healthcare systems across the EU for the first time. Once the newly regulated practices are implemented, patients will be able to electronically control their personal health data throughout the EU. Healthcare professionals will gain access to patients' electronic health records (EHRs), which will include patient summaries, electronic prescriptions, medical imaging and laboratory results (known as primary use). To establish a unified health data space, the new rules make the participation for each EU Member State in the MyHealth@EU infrastructure mandatory. This infrastructure will connect national health data access services, facilitating the cross-border sharing of patients' health data among other functionalities. This regulation explicitly includes online pharmacies, recognising that online pharmacies must be allowed to take part in the MyHealth@EU infrastructure, which is stipulated in Article 23(6) of the EHDS. The regulation even states that different healthcare policies should not hinder the free movement of
Redcare PHARMACY
electronic health services, such as telemedicine, including online pharmacy services. The EHDS is fully applicable from 26 March 2027, meaning that many general provisions begin to apply across EU member states by then. The sharing of primary data, such as cross border electronic prescriptions, is mandatory by Q1 2029.
- Activities to ensure no one is left behind: When Redcare Pharmacy refers to offering its patients and customers pharmaceutical care, products and services, we refer here to some key activities we set up to support our patients and customers to the best extent possible. The offering contains amongst others our focus on last mile delivery (ensuring products are delivered to the customers' doorsteps), but also same day delivery through the NOW! concept with our local partner pharmacies, an increased offering of health-related products platform including our marketplace, and last but not least the MyTherapy app, which helps chronically ill people increase medication adherence and well-being. We also constantly optimise our websites and app to increase user experience, for example by improving access und usability for visually impaired people and offering multiple language options.
Accountability
Accountability for the implementation of this policy lays with the CEO. The operational leads are the Director Public Affairs, Director Communications and Executive Director Legal.
Policy availability
This policy is published on Redcare's website to ensure everyone has access to it.