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For eBusiness & Channel Strategy Professionals

Who Buys Drugs Online?

Most Consumers Still Buy Offline And Ignore Drug Advertisements

June 12, 2007

By Carlton A. Doty with Jacqueline Lyons, Carrie Johnson, Brendan McGowan

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Why Read This Report

Despite the fact that U.S. consumers are shopping for everything from music to clothing online, prescription medications just don't make it to their online shopping lists. Doctors remain the most trusted source of drug-related information, and neighborhood pharmacies still reign supreme when it comes to where consumers prefer to purchase their medications. Forrester believes that this phenomenon will remain the case for the foreseeable future. Why? Prescriptions are one of few commodities for which consumers have an intrinsic need for immediate gratification.
Tags: B2C eCommerce, Brand & Product Web Sites, Consumer Electronics & Technology, Consumer Healthcare, Customer Experience Management, Direct Marketing, eCommerce, eCommerce Adoption, Healthcare & Life Sciences, Interactive Marketing Strategy and Process, Marketing Attitudes, Marketing Measurement, Online Drug Buying, Online Shopping, Pharmaceuticals & Biotechnology
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