Summary
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.
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