With Mr. Canonico, we explore the many opportunities opening up for public and private stakeholders and for the European economy as a whole.
Mr. Canonico, thank you for taking the time to speak with us. To begin, could you tell us more about the European Association of E-Pharmacies and its work?
The EAEP represents legally registered online pharmacies operating across Europe. Our members are fully compliant with both national and EU legislation and they share a common goal: to provide European citizens with safe, transparent, and convenient access to medicines and digital healthcare services.
Martino Canonico, Head of the Brussels Office at the European Association of E-Pharmacies (EAEP)
As an association, we work to promote a regulatory framework at both European and national level that encourages innovation and builds trust in digital health services. This means maintaining a constructive dialogue with European and national institutions and contributing to debates on key topics such as e-health, the digitalisation of the patient–pharmacist relationship (tele-pharmacy and telemedicine) and to help build a single European pharmaceutical market able to tackle challenges such as medicine shortages and access to healthcare.
In short, the EAEP aims to be a leading voice in shaping a more modern, digital and patient-centred pharmaceutical ecosystem in Europe.
One of the major changes we will soon see is the full recognition of online pharmacies across the EU. Some “pioneer” countries will now be joined by others, including Italy. What business opportunities do you foresee for IT players?
The full recognition of online pharmacies throughout the EU, formalised in the EHDS Regulation, marks a strategic turning point not only for digital healthcare, but for the entire technological ecosystem that supports it. Even in those countries that have so far taken a cautious approach, a new market will emerge for IT solutions that enable the secure management of health data, system interoperability, the integration of electronic prescriptions, dispensing and delivery, as well as the traceability of medicines.
This shift reflects a clear trend: patients are increasingly using digital tools to manage their health.
Digitalisation supports the natural evolution of healthcare systems, making them more responsive to citizens’ needs.
For IT companies, this means tangible opportunities: developing EHDS-compliant platforms, implementing digital identity and authentication systems, designing advanced drug traceability and serialisation tools, and providing tele-pharmacy, telemedicine and remote assistance services that strengthen the digital link between patient and healthcare professional.
Above all, the real opportunity lies in building a European digital health market, one where data, services, and technological innovations can circulate freely and securely among Member States. This is a unique moment for European companies wishing to establish themselves as strategic partners in the Union’s digital health transformation.
Can we expect synergies with other European Commission initiatives and regulations, such as the Digital Euro or the European Digital Identity Wallet?
Absolutely. The EHDS is just the beginning, or rather the foundation, of a future single market for digital health in Europe. In this context, initiatives and regulations promoted by the European Commission, European Parliament, and Council of the EU relating to telemedicine, tele-pharmacy, digital healthcare reimbursement and cross-border access will strategically complement each other.
The EHDS and these other initiatives are not isolated instruments, but interlocking components of an integrated, secure, and patient-centred European digital healthcare system. The ultimate goal must be to guarantee the continuity of care across the Union, while ensuring the efficient use of resources within national healthcare systems.
Innovative technologies and digital inclusion: can they coexist?
Absolutely, they can and they must. Technological innovation and digital inclusion reinforce each other when designed and implemented consciously. In the context of online pharmacies and digital healthcare, innovative technologies - from tele-pharmacy and e-prescriptions to digital identity systems and chronic-care management apps - must remain accessible to all citizens, regardless of digital literacy or where they live.
Achieving this balance means investing in digital as a tool for everyone, not just for a few. That involves digital education and training, as well as a regulatory framework that promotes security, reliability, and transparency.
In this way, innovation becomes a means to reduce inequalities in healthcare access, particularly for citizens in remote areas, with limited mobility, or with chronic conditions — ultimately improving therapeutic continuity.
The European Commission also plays a key role as a driver of innovation through funding programmes such as EU4Health, Horizon and Digital Europe.
Indeed. The European Commission’s role as a driver of innovation is essential to accelerate digital transformation. Funding through programmes such as EU4Health, Horizon Europe, and Digital Europe provides the resources needed to develop secure, interoperable, and inclusive technologies — solutions that can enhance access to digital healthcare services and improve the efficiency of national health systems.
Beyond that, these programmes create the conditions for collaborative projects, such as MyHealth@MyHands, which foster the exchange of innovative ideas and offer a platform for their implementation.
In essence, EU-funded innovation is not just technological but strategic: it helps Member States advance in harmony with one another, while keeping the citizen at the centre.
Brussels has assigned Italy the Presidency of the Council of the European Union in 2028, two years before the conclusion of the Digital Decade (2030). How could the national IT sector make the most of this opportunity?
The 2028 Presidency represents a major opportunity for Italy to showcase its successful models — particularly in digital health, such as electronic prescriptions. As we approach the conclusion of the Digital Decade 2030, Italy will be in a position to guide discussions on aligning its goals with the implementation of the EHDS. Between 2028 and 2029, the first categories of health data — including e-prescriptions and electronic health records — will become available cross-border within the MyHealth@EU infrastructure.
For Italian IT companies and healthcare professionals, this means the chance to collaborate with European institutions and international partners in defining shared technological standards for the digital health single market. At the same time, the Presidency will serve as a showcase for Italy’s excellence and expertise, reinforcing its role not only as a user, but as a driving force of European digital innovation.
In summary, this is an opportunity for strategic leadership, where policy, technology and healthcare converge to build a secure, inclusive and patient-centred digital ecosystem across Europe.
What message would you like to share with companies that wish to play a more active role with EU institutions and policymakers?
The key message is that proactivity and collaboration are essential to truly shape European policies. Companies that want to play an active role should equip themselves with dedicated resources to make their voice heard in Europe - with concrete, data-driven ideas and best practices - and engage in a constructive and continuous dialogue with EU institutions and policymakers.
It’s also important to understand that the digital transformation of any sector — including healthcare — is not only about technology, but about the entire ecosystem of services, professionals and, above all, patients.
Patients and their representatives play a vital role in amplifying citizens’ needs in areas such as accessibility and affordability, where digital can make a real difference.
Participating in policy discussions, contributing to research and supporting initiatives aligned with the EU’s health and digital objectives are all practical ways to have an impact.
Ultimately, my message to companies is clear: don’t wait for the rules to be written - be part of writing them. Contribute to building a regulatory framework that reflects the ambitions and needs of your sector and of Europe’s citizens.