The Italian pharmacy system is currently experiencing one of the most important transformations of the recent decades, bringing into question its original arrangement. The various models of pharmacy acknowledged up to now are not able to compete in their target market or comply the many different needs expressed by the citizens. Nowadays, we need to develop a new model of pharmacy, where the sociological aspect plays a signi cant role in multidisciplinary setting. The action research has involved 23 local private pharmacies, interesting a population of about 90,000 people. The ndings clearly indicate that pharmacy can confront its target market tacking towards a model that focus on the citizen, not on a patient, a client or user: we can register an increase in daily tickets (indicator of the level of attendance and loyalty) and in average value (indicator of the level of satisfaction) with percentages ranging from + 20% to + 200% both in prescription drug and in all other products of pharmacy (i. e. cosmetic, sanitary, etc.). The Italian pharmacy system is currently experiencing one of the most important transformations of the recent decades, bringing into question its original arrangement. The various models of pharmacy acknowledged up to now are not able to compete in their target market or comply the many different needs expressed by the citizens. Nowadays, we need to develop a new model of pharmacy, where the sociological aspect plays a signi cant role in multidisciplinary setting. The action research has involved 23 local private pharmacies, interesting a population of about 90,000 people. The ndings clearly indicate that pharmacy can confront its target market tacking towards a model that focus on the citizen, not on a patient, a client or user: we can register an increase in daily tickets (indicator of the level of attendance and loyalty) and in average value (indicator of the level of satisfaction) with percentages ranging from + 20% to + 200% both in prescription drug and in all other products of pharmacy (i. e. cosmetic, sanitary, etc.).