DM, Germany’s retail giant, is poised to aggressively disrupt the nation’s healthcare landscape, triggering concerns and potential legal challenges from established medical professionals. The company’s CEO, Christoph Werner, announced plans for a significant expansion into health services, beginning with an online pharmacy offering 2,500 over-the-counter medications, anticipated to launch in the second half of 2025. This venture, alongside ongoing pilot programs for blood, skin and eye examinations, has already drawn criticism and is expected to encounter substantial resistance.
Werner acknowledged the likely backlash, forecasting “massive resistance” from physicians and pharmacists whose traditional revenue streams are threatened. He anticipates legal action, including cease and desist orders, as DM encroaches upon their established domains. Medical associations have already publicly questioned the professional standards of the pilot examination facilities and have criticized the marketing strategies employed.
Deflecting the anticipated legal and professional scrutiny, Werner framed DM’s foray into healthcare as a necessary adaptation to the evolving demographics and rising healthcare costs. He emphasized his belief that these trends are driving an inevitable shift in the provision of health services and that early experimentation is preferable to inaction. While insisting that DM’s purpose is not to replace physicians, the strategy undeniably seeks to carve out a new position for the company within the German healthcare system.
The rollout of the healthcare services, even after the pilot phase proves successful, is projected to take at least three years to implement across DM’s 2,153 stores nationwide, requiring significant infrastructural investment and production scaling. The company is already evaluating additional service offerings, drawn from a growing field of health technology start-ups, further expanding the potential disruption.
Currently, DM is partnering with three vendors. Skleo Health provides eye screenings, incorporating retinal photography and vision testing. Dermanostic offers AI-powered skin analyses, with online booking available for consultations with online dermatologists. Aware conducts extensive blood analyses, with prices ranging from €9.95 for a comprehensive blood profile to €69.95 for more detailed investigations.
While initial feedback from the limited pilot locations has been positive, Werner remained cautious, stressing the need for sustained success before declaring victory. The move presents a direct challenge to existing retailers, with no immediate responses forthcoming from competitors like Rossmann and Müller, though Werner expects them to follow suit if DM’s strategy proves successful. The development raises profound questions about the future of the German healthcare system and the role of large retail chains in shaping its delivery.