New
Format

Cosmofarma Agorà

The Agorà proved once again to be one of the most innovative formats at Cosmofarma 2026, capable of moving beyond the traditional one-way presentation style of conferences and transforming the audience into active participants in the discussion and in the creation of the content itself.

The discussion at the Cosmofarma Agora focused on seven strategic themes for the future of the pharmacy:

Human resources and generational dynamics
Managing the pharmacy of tomorrow
Employee welfare and well-being
Higher education and careers in pharmacy
Innovation and new technologies
New target audiences, new opportunities: the pharmacy for young people
Longevity and the Pharmacy

For each topic, an ambassador kicked off the discussion with some points for reflection, then opened the floor to active participation from the pharmacists in attendance. The ideas, experiences and contributions that emerged were collected and synthesized using a mind map, which was presented at the end of each session as a shared summary of the discussion.

Discover the format

New
Generation
Lab

New Generation Lab is a preparatory program for Cosmofarma’s Agorà, created to foster dialogue among different generations of pharmacists and build a community capable of evolving together.

The project began in the months leading up to Cosmofarma 2026 with a series of webinars that sparked an open discussion on diverse ideas, experiences, and perspectives, involving students and pharmacists from various backgrounds. Participants were divided into five working groups, each focused on one of the topics later addressed in the Agorà format:

human resources and the generational gap in pharmacy
managing the pharmacy of tomorrow
well-being and corporate welfare
university and careers in pharmacy
innovation and digitization in pharmacy

At the end of the process, each working group produced a final report with the goal of compiling the content that emerged from all the webinars.

You can download the reports for each working group directly here:

Check out the report from Table 1 →

Check out the report from Table 2 →

Check out the report from Table 3 →

Check out the report from Table 4 →

SCheck out the report from Table 5 →

New Generation Lab is a workshop that thrives on people’s contributions and through dialogue, generates new ideas and perspectives for the future of the profession. This workshop will continue through Cosmofarma 2027.

Topics discussed during the Agorà

Topic – Human resources and generational dialogue

During this session of the Agorà, the discussion focused on:

the revitalization of the pharmacy, starting with the people
a proposed model based on four pillars:

1. Commitment to healthcare

2. Organizational structure

3. Generational Diversity

4. Offline and online authority

generational dialogue that must lead to mutual change, both on the part of owners and employees
operational levers that can tangibly transform the pharmacy: Onboarding, Incentive Systems and Virtuous Association

The ambassador who kicked off the discussion was Elena Manzardo, HR consultant, career coach, and learning designer.

Topic – Welfare and well-being at the pharmacy

During this session of the Agorà, the discussion focused on:

the sustainability crisis facing the pharmacy profession, with alarming levels of occupational stress and burnout
a paradigm shift: from revenue-focused management to a human-centered model
Context Analysis: The “Escape from Discontent”
The D.A.R.E. model: Direction, Self-Awareness, Relationships, and Eudaimonia
Practical tools explored through hands-on exercises

The ambassadors who kicked off the discussion were: Erica Tramontini and Francesco Manfredi, Happiness Manager at Marketers and Partner and Certified Public Accountant at Studio Guandalini.

Topic – Innovation and new technologies

During this session of the Agorà, the discussion focused on:

la the transformation of the pharmacy as a necessary cultural and organizational evolution
an analysis of the four perspectives on the sector’s evolution:

1. Knowledge: From “Hearsay” to objective data

2. Current Events: True Digital Maturity

3. Fears: Human Barriers

4. Aspirations: The Pharmacy as a Clinical Hub

Innovation has a responsibility to eliminate the superfluous in order to foster trust with the patient

The ambassador who kicked off the discussion was: Simone Bergamini, Head of administration, planning, and control at marketers

Topic – managing the pharmacy of tomorrow

During this session of the Agorà, the discussion focused on:

the transformation of the contemporary pharmacy, proposing a systemic vision that integrates digital services designed to build customer loyalty, organization, training, and leadership
a survey highlighting how the pharmacy is shifting from a dispensing model to a relational, clinical, and multichannel model
turning challenges into strategic levers

The ambassadors who kicked off the discussion were: Francesco Garruba and Eugenio Genesi, Pharmacists and science communicators at InCasoDi.

Topic – College and a career in pharmacy

During this session of the Agorà, the discussion focused on:

pharmacists focused on clinical patient management
the training gap, based on a survey of 121 students and recent graduates
an analysis of four university academic models
strategies to bridge the gap between university and workplace: Career Guidance upon Graduation, Complementary Training, a Permanent Digital Hub, and Shared Leadership.
creating a curriculum that bridges the gap between academic knowledge and professional practice

The ambassador who kicked off the discussion was: Gian Maria Rossi, Pharmacist and Professor in the Department of Pharmacy and Biotechnology at UNIBO.

Topic – Longevity e farmacia

During this session of the Agorà, the discussion focused on:

Longevity goes beyond simply extending life: the goal is to live longer in good health, maintaining independence, energy, and quality of life through prevention and ongoing monitoring.
The pharmacy can evolve into a local health hub: the pharmacist can guide people through personalized prevention plans.
Data and technology are key tools: they enable the collection of useful health information, which the pharmacy can help interpret and translate into concrete actions.
A new role is needed for the pharmacist: not merely a dispenser of products, but a health advisor and a point of reference within an ecosystem involving doctors, specialists, and the public.
Regaining authority and expertise will be crucial: the pharmacy of the future must strengthen its capacity for communication, education, and collaboration to become a credible reference point in the culture of prevention and longevity.

The ambassador who kicked off the discussion was: Ennio Tasciotti, Professor and Director of the Human Longevity Program Laboratory at IRCCS San Raffaele.

Topic – New Targets, New Opportunities: The Pharmacy for Young People

During this session of the Agorà, the discussion focused on:

Young people haven’t turned their backs on pharmacies: the real challenge is to make pharmacies more contemporary—capable of speaking their language and meeting their expectations.
Generational change is an opportunity: new pharmacists can build more effective relationships with younger generations thanks to their skills, sensitivity, and familiarity with digital tools and channels.
Social media must build trust, not just sell: online communication is effective when it offers useful information, fosters dialogue, and strengthens the relationship between pharmacists and the public.
Authenticity and community are the true distinguishing factors: relationships, the ability to listen, and a consistent, recognizable presence—both online and offline—matter more than the number of followers.
Pharmacies must evolve toward wellness and prevention: to remain relevant, they must expand their role from a place of treatment to a hub for health, prevention, and self-care.

The ambassador who kicked off the discussion was: Cristiano Gatto, Consultant and Trainer.