How Farmacie Gruppo Coviello generated 1,100 orders through WhatsApp

About Farmacie Gruppo Coviello

Farmacie Gruppo Coviello is one of the most established pharmacy groups in the northern Rome area, with over 30 years of experience and multiple locations across the Lazio region.
The brand offers pharmaceutical products, healthcare services, and specialized galenic preparations, built on decades of trust with a loyal local patient base.As the group grew, so did the volume of daily requests. The team needed a smarter way to manage patient communication across all locations, without losing the personal touch that has defined their service for three decades.

Managing Customer communication across multiple locations with no data

Each pharmacy in the Gruppo Coviello network had its own WhatsApp number, managed independently with:

• no shared visibility
• no central oversight
• no way to track what was happening across locations.

Patients had to remember different numbers for different branches. Requests got lost. Response times were unknown. And the team had no data to understand how well the service was actually working.
The goal was clear: replace a fragmented, unstructured setup with a single, professional channel, one that could handle both inbound customer requests and outbound marketing campaigns, without feeling intrusive.

One unified WhatsApp channel for service and growth

The team at Gruppo Coviello had a clear conviction: WhatsApp only works if it doesn’t feel like spam. The key wasn’t just centralizing the channel: it was making it genuinely useful for patients, not just for the business.
With Spoki, the group unified all locations under a single WhatsApp number, configured as a fully bidirectional channel. Patients could now reach out all from one number they only needed to save once:

• order medications
• book services
• get information on galenic preparations.

This wasn’t a minor UX improvement. When the team acquired a new pharmacy and launched WhatsApp there as a marketing-only channel, without the utility layer, opt-out rates were significantly higher. Same platform, same audience, different approach. The data was clear: a channel that serves the customer earns its place.
On the operational side, Spoki restructured how requests were handled:

• Tracked ticket system
• Standardized automations
• Three-way chats with the galenic lab.

Every inbound message followed a structured flow from first contact to resolution. Automations eliminated manual bottlenecks across all locations. And for galenic preparations, instead of a chain of phone calls between branch and lab, Spoki enabled a direct three-way conversation between patient, pharmacist, and lab: faster answers, fewer errors, better experience.For campaigns, the team used Spoki alongside their pharmacy management system, extracting categorized customer lists based on purchase history.
Next step: a direct integration with their CRM module for even deeper personalization.

Our vision is a bidirectional WhatsApp account and a real conversation. We listen and respond to what patients need first, then build a marketing strategy from that trust.
Utility and promotion together: that’s the key to a service people actually.

— Stefano Parroccini, Partner

Tracking 1,350 requests with structured pharmacy workflows

Before Spoki, the team had no data. No record of how many requests came in, how long they took to resolve, or whether patients were satisfied. That changed entirely.
Since going live, Gruppo Coviello has:

• Handled 1,350 incoming customer requests
• Sent 1,300 message templates across Service and Marketing
• Generated 1,100 orders with a total investment of €1,000

81% of incoming requests converted into an order. In a sector where patients contact the pharmacy only when they have a real need, that number reflects a channel that works exactly as it should.
But the most significant result isn’t a number. It’s visibility. For the first time, the management team can monitor response times, service quality and patient satisfaction across every location, tracking both efficiency and cordiality in a sector where trust is everything. WhatsApp went from an unstructured, untracked tool to a measurable business channel. And the data is there to prove it.
For a sector where regulation, trust, and patient care define every interaction, WhatsApp done right is not a risk. It’s a competitive advantage. The pharmacy sector has been slow to adopt conversational channels. Gruppo Coviello just showed what’s possible when you do it properly.

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