Early 2014 the Pharma Collective initiative was founded based on an analysis and co-creation process in close collaboration with some independent pharmacists. The outcome of the analysis was translated to a first version of the “digital pharmacy” as an extension of the physical pharmacy. Pharma Collective is a “platform as a service” solution. This implies that all features are being developed and hosted, centrally. Each pharmacy website takes off features from the central platform but stands on its own.