Pharma Private Wave

What Pharma Private Wave does

Pharma Private Wave (WAVE), a brand of A-plus Service GmbH headquartered in Würzburg, Germany, is a pharmacy cooperation system serving independent German retail pharmacies (Vor-Ort-Apotheken) and small pharmacy chains. WAVE bundles approximately 20 modular services across four pillars — Digital Services, Business-Tools, Training, and Marketing — into a unified platform administered through a central WAVE Cockpit dashboard. The company reports a customer base of over 2,000 partner pharmacies and operates with 11–50 employees; its managing director is Oliver Prönnecke.

The platform's core technology layer is the proprietary WaWi-Schnittstelle, a real-time integration interface connecting WAVE's app, eShop, and website to all six major German pharmacy management systems (Pharmatechnik IXOS, CGM WINAPO, ADG A3000/S3000, awinta PROKAS, Pharmagest GAVIS, aposoft), enabling live inventory and pricing synchronization. Headline technical capabilities include a custom-branded WAVE App for Android/iOS with NFC/CardLink e-prescription redemption (independent of the official gematik platform app), an eShop stocked with ~115,000 products, a publishable pharmacy website, telepharmacy video consultation, vaccination management, customer satisfaction tracking, pricing optimization, and adjacent modules covering incontinence supply administration, digital health content, and point-of-sale marketing. Compliance is anchored in DSGVO (GDPR).

WAVE monetizes through a three-tier subscription partnership model — WAVE basic (€195/month), WAVE comfort (€384/month), and WAVE plus (€649/month) — supplemented by an App Bundle (€148/month plus a €773 one-time setup) and the all-inclusive WAVE pure package for pharmacies not supplied by PHARMA PRIVAT. Go-to-market is sales-led: partner managers conduct consultative direct sales (in person or via video), the Würzburg-based Service Center handles inbound phone and email requests, and online channels (Calendly appointment booking, App Demo, website forms) feed the funnel. Distribution is exclusively domestic Germany, and marketing spans content/SEO, email (rapidmail), LinkedIn, Facebook, MEET WAVE event series, and paid Google/Meta acquisition. The strategy positions WAVE as a non-competing digital ally to independent pharmacies seeking to defend against large mail-order competitors.

Name

Pharma Private Wave

Legal name

A-plus Service GmbH

Website

https://erfolg-fuer-apotheken.de

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Pharma Private Wave (WAVE), a Würzburg-based brand of A-plus Service GmbH, is a pharmacy cooperation platform serving 2,000+ independent German pharmacies through ~20 modular digital, business, training, and marketing services unified via the WAVE Cockpit and integrated with all major German pharmacy management systems.

Ownership category

akta.pro rank

Headquarters

HQ city

Würzburg

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Subscription - Partnership Tiers: Three-tier subscription model for pharmacy partnerships: WAVE basic (195€/month), WAVE comfort (384€/month), and WAVE plus (649€/month). Each tier includes different bundled services with pricing increasing based on included features. Additional services can be added à la carte.
2. App Bundle Subscription: Combined offering of WAVE App, eShop, and WaWi interface at 148€/month plus 773€ one-time setup fee. The WaWi interface is provided free for 2026 (valued at 300€) for new customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Pharma Private Wave (WAVE), operated by A-plus Service GmbH, is a pharmacy cooperation system providing independent German pharmacies with an integrated digital services platform. The platform bundles a custom-branded pharmacy mobile app, online shop (eShop) with approximately 115,000 products, website builder, business tools, training, and marketing services, all managed through a central WAVE Cockpit dashboard. Offerings are sold as a tiered subscription partnership (basic, comfort, plus) plus à la carte modules.

Product overview

WAVE is a modular platform-plus-tiers architecture for independent German pharmacies, organized into four service areas: Digital Services, Business-Tools, Fortbildungs-Tools (Training), and Marketing. The core hub is the WAVE Cockpit, a central administration dashboard. Individual modules include the WAVE App (custom-branded pharmacy app with e-prescription/CardLink support), WAVE eShop (115,000+ product online pharmacy shop), WAVE Website, WAVE Chat, WAVE Care, WAVE Telepharmazie, WAVE Impfzentrum, WAVE Gesundheitsbibliothek, WAVE Pricing, WAVE KuZuCheck, WAVE Protect, WAVE Apothekenentwicklung, WAVE Einkaufsvorteile, WAVE Campus, WAVE Online-Akademie, WAVE apo2print, WAVE Gutscheinheft, WAVE Marketingmanager, WAVE Newsletter, and WAVE POS360. These are available as standalone modules, as add-ons to the partner tiers (WAVE basic at 195 EUR/month, WAVE comfort at 384 EUR/month, WAVE plus at 649 EUR/month), or as the all-inclusive WAVE pure package for pharmacies not supplied by PHARMA PRIVAT. The App-Bundle offers a discounted package of App + eShop + WaWi-Schnittstelle.

Differentiator

Problem solved

Functional benefit

Brands

• A-plus: A-plus brand model with exclusive services for sustainable pharmacy brand development. Identifies pharmacies as A-plus pharmacies.

Products and services

• WAVE App Custom-branded pharmacy app for Android and iOS featuring the pharmacy's own logo and colors, integrated eShop, push notifications, and CardLink/NFC e-prescription redemption independent of official platform apps. Designed for independent pharmacies in Germany.
• WAVE eShop Pharmacy-specific online shop with approximately 115,000 products including images and legally compliant texts, supporting OTC orders and prescription submissions with real-time inventory and pricing from integrated pharmacy management systems.
• WAVE Website Professionally designed pharmacy website that can be published in five minutes, serving as the digital storefront for the pharmacy and integrating with other WAVE services.
• WAVE Chat Digital customer communication assistant integrated into the pharmacy's website, enabling customers to get instant answers and place orders via chat, addressing repetitive inquiries without adding staffing burden.
• WAVE Care Solution for incontinence and nursing supply management, simplifying the supply of Pflegehilfsmittel and incontinence products by handling sickness fund contracts, contract pricing, applications, and approvals.
• WAVE Gesundheitsbibliothek Digital health guide for pharmacy website visitors, providing health-related information and resources to support customer education and Beratung (consultation).
• WAVE Impfzentrum Digital vaccination management tool enabling pharmacies to organize and manage vaccination appointments and campaigns digitally.
• WAVE Telepharmazie Video chat function enabling consultation between the pharmacy and patients, supporting remote advice and care.
• WAVE Pricing Price management tool for pharmacies that helps optimize pricing strategies to maximize margins while maintaining competitiveness.
• WAVE KuZuCheck Customer satisfaction measurement tool enabling pharmacies to quantify and track customer satisfaction over time.
• WAVE Protect Business protection tool that provides internal safeguards and risk management support for pharmacy operations.
• WAVE Apothekenentwicklung Exclusive support service for the ongoing development and advancement of A-plus pharmacies, part of the premium tier offering.
• WAVE Einkaufsvorteile Purchasing benefits and advantages on the cooperation product range of industry partners, available across all partner tiers.
• WAVE Campus Training and information platform for pharmacy teams providing ongoing education, product knowledge updates, and mandatory training modules on pharmacy operations.
• WAVE Online-Akademie Online continuing education tool for pharmacy teams offering Bundesapothekerkammer-accredited, industry-independent pharmaceutical training modules accessible online.
• WAVE apo2print Platform for designing individual advertising media, enabling pharmacies to create consistent, cross-channel promotional materials with ready-made text and image building blocks.
• WAVE Gutscheinheft Customer retention and acquisition instrument enabling pharmacies to offer coupons and special deals to customers.
• WAVE Marketingmanager Cross-media marketing package manager providing topic-based marketing bundles (three included per year), enabling pharmacies to execute coordinated campaigns.
• WAVE Newsletter Newsletter management and distribution tool for pharmacies to communicate regularly with their customer base, powered by the rapidmail platform.
• WAVE POS360 Comprehensive point-of-sale and cross-media marketing package for pharmacies and their customers, offering offer-related and cross-channel campaign management.
• WAVE Cockpit Central administration platform serving as a unified dashboard where pharmacies can manage all their WAVE services, view business activities, and coordinate omnichannel operations including business management, marketing, and customer communication.
• WAVE App-Bundle Digital bundle (148 EUR/month + 773 EUR one-time setup) combining the WAVE App (with Push and CardLink), WAVE eShop, and WaWi-Schnittstelle, with the WaWi-Schnittstelle offered free for up to 12 months in 2026 (saving up to 300 EUR).

Quantifiable outcome

• Over 2,000 partner pharmacies trust the WAVE system
• +2 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature4 records

Partnerships

16 partnerships are on record, tiered core, minor, infrastructure and marketing.

• Pharmatechnik (IXOS)coreTechnology or IntegrationPharmacy management system (WaWi) integration partner enabling real-time inventory and price synchronization between pharmacy management software and WAVE's app and eShop solutions.
• CGM (WINAPO)coreTechnology or IntegrationIntegration partner providing compatibility between CGM WINAPO pharmacy management systems and WAVE digital services.
• ADG (A3000, S3000)coreTechnology or IntegrationIntegration partner for ADG pharmacy management systems enabling connectivity with WAVE platform services.
• awinta (PROKAS)coreTechnology or IntegrationIntegration partner providing PROKAS pharmacy management system connectivity to WAVE digital ecosystem.
• Pharmagest (GAVIS)coreTechnology or IntegrationIntegration partner for Pharmagest GAVIS pharmacy management systems within the WAVE platform.
• aposoftcoreTechnology or IntegrationIntegration partner providing aposoft pharmacy management system connectivity to WAVE digital services.
• KRIEGER Holding GmbHminorImplementation/ SI/ Consulting PartnerHR partnership for managing the job portal and recruitment processes. KRIEGER Holding serves as the HR partner for WAVE's hiring operations, handling job posting management and recruitment support.
• ALL-INKL.COM - Neue Medien MünnichinfrastructureTechnology or IntegrationWebsite hosting provider. The WAVE website is hosted by ALL-INKL.COM, which receives access data as a data processor under GDPR Art. 28 requirements.
• Google Ireland Limited (Google Analytics, Google Tag Manager, Google Ads)infrastructureTechnology or IntegrationAnalytics and marketing technology provider. WAVE uses Google Analytics 4 for web analytics, Google Tag Manager for tag management, and Google Ads for online advertising.
• Microsoft Corporation (Clarity)infrastructureTechnology or IntegrationWeb analytics service using Microsoft Clarity for usage analysis, website improvement, and technical error identification.
• Meta Platforms Ireland Limited (Meta Pixel, Meta Werbemanager)marketingGTM or Marketing PartnerSocial media advertising partner using Meta Pixel for conversion tracking and Custom Audiences remarketing on Facebook and Instagram platforms.
• Amazon Web Services EMEA SARL (CloudFront)infrastructureTechnology or IntegrationContent delivery network (CDN) provider for the WAVE App Demo, enhancing security and delivery speed of digital content.
• Digital Data Solutions B.V. (CookieFirst)infrastructureTechnology or IntegrationConsent management tool provider for GDPR-compliant cookie consent collection and documentation on the WAVE website.
• Positive Group Deutschland GmbH (rapidmail)marketingTechnology or IntegrationEmail marketing service provider for newsletter distribution. WAVE uses rapidmail for sending newsletters to subscribers.
• Datawrapper GmbHinfrastructureTechnology or IntegrationMap visualization provider for displaying pharmacy locations using the WAVE app on the website.
• Calendly, LLCinfrastructureTechnology or IntegrationAppointment scheduling tool enabling online booking of consultation appointments with WAVE representatives.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Others

• Pharmatechnik: Provider of the leading German pharmacy management software (IXOS), which WAVE integrates with. A critical ecosystem partner but also a potential competitor if Pharmatechnik expands its own customer-facing digital modules.
• Sanacorp: German pharmaceutical wholesale cooperative and parent ecosystem of AVIE Apotheken. Sits in the same cooperative-wholesale category as WAVE's parent PHARMA PRIVAT and shapes the structural dynamics of WAVE's member-pharmacy base.

Broad incumbents

• CompuGroup Medical (CGM): European healthcare-IT leader whose WINAPO pharmacy system is integrated with WAVE. Operates adjacent pharmacy-software, e-health, and e-prescription solutions that compete with WAVE's modules at much larger scale.
• Shop Apotheke (now Redcare Pharmacy): Leading European online pharmacy (mail-order). Represents the dominant competitive threat to WAVE's independent-pharmacy customers and is a key driver of the digitisation pressure that creates WAVE's demand.
• DocMorris: Major European mail-order pharmacy. Together with Shop Apotheke, defines the competitive context that drives demand for WAVE's e-prescription and omnichannel tools among independent German pharmacies.
• Noventi Group: Largest German pharmacy-IT and financial-services group (formerly ARZ Haan). Provides pharmacy software, payment processing, and digital infrastructure that overlaps with WAVE's digital-services offering, with significantly broader scale and capital base.

Direct peers

• easyApotheke: Discount-pharmacy chain in Germany now affiliated with Shop Apotheke. Competes with WAVE's member pharmacies for end customers, applying pricing pressure on the independent channel WAVE serves and shaping the competitive context WAVE operates in.
• LINDA Apotheken: Germany's largest independent pharmacy cooperation/marketing group. Operates a virtually identical model to WAVE — providing branding, marketing, digital services, and purchasing benefits to member pharmacies — making it the most directly comparable peer.
• Alphega Apotheken (Alliance Healthcare / PHOENIX Group): Pharmacy cooperation network backed by PHOENIX Group / Alliance Healthcare. Offers member pharmacies branding, digital tools, and central services — directly comparable to WAVE's tiered cooperation model and digital platform offering.
• AVIE Apotheken (Sanacorp): Pharmacy cooperation affiliated with Sanacorp pharmaceutical wholesale. Provides member pharmacies with branding, marketing, and digital services — a structurally similar model to WAVE for the Sanacorp ecosystem.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/profile.php?id=61558141816716
• LinkedInlinkedin.com/company/pharma-privat-wave

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pharma Private Wave