DUOPHARM was created in 2003 under the initiative of a merger of nearly 150 Senegalese pharmacists. Since then, the company achieved a breakthrough in the Senegalese pharmaceutical landscape thanks to its proximity marketing strategy. Local pharmaceutics market is characterized by high competitive intensity and a strong presence of European multinational companies. However this market is experiencing very strong growth in Senegal, where health spending per capita increased sharply since the early 2000s. Thus since 1999, the number of drugstore has doubled since 1999 and the pharmaceutical market shows an annual increase of about 6%.