How a Small-Town Pharmacist Fights Back Against Big Retail Discounts
Claudia Bauer has run a pharmacy near me in Steinbach am Wald for 25 years. The small Bavarian town, crossed by the Rennsteig trail and near the Green Belt, provides a peaceful setting for her business. Despite its idyllic location, Bauer faces challenges from aggressive discounting by competitors like Walmart pharmacy and CVS pharmacy.
Bauer accepts discount coupons from rival pharmacies to keep her customers happy. She believes small gestures, like offering free tissues, can brighten someone's day. Yet she limits her own discounts to around 20 percent, placing her in the mid-range for pricing.
The legal landscape around pharmacy discounts has shifted in recent years. A 2016 BGH ruling allowed pharmacies to honour competitors' discount vouchers, and this practice remains legal. However, other rulings have tightened restrictions. The European Court of Justice (EuGH) struck down Germany's pharmacy price-binding law in 2016, leading to a ban under social security regulations. In early 2026, the OLG Karlsruhe also blocked DocMorris from offering a €25 instant rebate, calling it an illegal inducement.
Bauer criticises extreme discounts of up to 52 percent offered by some competitors. She argues these deals, often found on Groupon and Slickdeals, mislead customers about the industry's financial health. Meanwhile, she is looking to hire more staff, including pharmacists and pharmacy technicians, to strengthen her team.
Bauer continues to balance customer loyalty with fair pricing. The legal framework around pharmacy discounts remains complex, with some practices still allowed while others face restrictions. Her approach focuses on moderation and small perks rather than deep price cuts.
