Digitnomics 
By Francisca Anuforo,
MedPlus Health and Beauty Limited is repositioning itself beyond traditional pharmacy operations, leveraging digital platforms, artificial intelligence and diversification to drive its next phase of growth, according to the company’s Founder and Chief Executive Officer, Joke Bakare.
Speaking on the latest episode of Marketplace Africa on CNN International, Bakare reflected on the company’s journey from a medicine-focused retailer into a broader health, beauty and wellness brand.
She revealed that MedPlus initially launched under the name “Medicines Plus,” operating primarily as a pharmacy focused on medicine sales.
“At the beginning, MedPlus started as Medicines Plus. Quite a long name. And all we sold at the time was just medicines,” Bakare said.
She identified the launch of Beyond MedPlus, the company’s health and beauty retail segment, as a major turning point in MedPlus’ growth story.
“The next turning point was the introduction of Beyond MedPlus, which is a health and beauty store. I’m very proud of that. That has really done very well,” she said.
According to Bakare, the company responded strategically as consumer demand for beauty and skincare products expanded.
“Once we saw that that segment was growing, we invested a lot of things. We have a wide category of skincare for whatever your needs would be,” she added.
Beyond retail expansion, Bakare said technology is increasingly shaping MedPlus’ long-term strategy, although balancing digital transformation with the personal nature of healthcare remains a complex challenge.
“Healthcare is personal. It’s a one-on-one thing. It’s a touch-and-feel thing,” she explained.
Despite this, she acknowledged that the future of healthcare delivery will become increasingly digital as consumer expectations and data ownership evolve.
“In the future, we know the digital landscape is going to evolve, especially with customers owning their own information. Over the years, the digital landscape will continue to increase,” Bakare noted.
Artificial intelligence, she said, is already playing a critical operational role within MedPlus.
“AI in particular has helped us become more efficient with our operations. If you go to any of our stores and you buy anything, automatically it gets reordered. So, in terms of operational efficiency, AI has been number one,” she said.
Bakare said MedPlus now views its future beyond retail pharmacy alone, positioning itself within the broader wellness and preventive healthcare ecosystem.
“I see us being part of this wellness longevity, just helping people live better, healthier lifestyles, whatever that means, whether it’s through more brick-and-mortar stores or increased penetration with the people we partner with,” she said.
The interview formed part of CNN International’s latest Marketplace Africa programme, which examines business innovation and entrepreneurship across the continent.
