Evaluation Of Drug Store Websites

RUNNING HEAD: EVALUATION OF DRUG STORE

Evaluation of Drug Store Websites

EBUS 400

University of Phoenix

Table of Contents

Introduction 2

Desired Attributes/Characteristics of Online Drugstores 3

Evaluation of Selected Websites 5

www.CVS.com 5

www.drugstore.com 6

www.medsforless.com 7

Supply Chain in Brick-and-Mortar Environment 8

.com Development 9

Changes in Supply Chain Management since the Internet 10

General Marketing Tools Used in the Website Environment 11

Specific Marketing Tools 12

Business Intelligence Software 12

Search engine optimization 13

Advantages and Disadvantages 15

Customer Service 16

Legal, Ethical and Regulatory Issues 19

Security, Confidentiality, and International Issues 21

Conclusion 22

Reference 25

Evaluation of Drug Store Websites

Introduction

Convenience, savings, and selection are what drive consumers to seek alternative ways of obtaining their medications from an online drugstore source. The technology offered by the World Wide Web allows for retailers of prescription drugs to present a range purchasing options for their consumers. Addressing the growing needs of todays overly scheduled, often frantic working persons life by offering the option of purchasing prescription medication online has broaden the market for retail pharmacies. This paper will describe the desired attributes and characteristics that consumers are looking for in an online pharmacy. This paper will examine three online pharmacies; www.cvs.com, www.drugstore.com, and www.medsforless.com for content, ease of navigation, eye appeal, options offered and interactive characteristics. Each site will also be evaluated on its look and feel to the consumer.

We live in an age where convenience is not only key but it is everything. Men and women are just too busy to stop at the local drugstore to pick up prescriptions or other miscellaneous items that might be needed. However, before the world had the Internet it had physical store locations or the brick and mortar business. The following will explain what a supply chain for a brick and mortar environment is like. Then we will explain how that supply chain has been modified to fit the new brick and mortar environment on the Internet. Along with the supply chain being modified, so has its management. Do not worry there will be an explanation of that as well. Let us start at the beginning.

An organization conducting business on the Internet will need to focus on the web presence of their site to send the desired message to the target market consisting of existing customers, and potential new customers. The marketing strategy involving both online and off line marketing tools will need to be integrated with each other to create the proper mix for maximum sales. An organization must also focus on providing an appropriate level of customer service to satisfy their existing customers and attract new customers.

In this paper, we will discuss online pharmacies such as www.cvs.com, www.drugstores.com, and www.medsforless.com. We will provide an overview of the general marketing tools used on web sites, some specific marketing tools used with online pharmacies, and the level of customer service offered by www.cvs.com, www.drugstores.com, and medforless.com through their web sites.

Desired Attributes/Characteristics of Online Drugstores

Today's the rising cost of medicine has forced many people to use online pharmacies to fulfill their medication needs. Online pharmacies supply over-the-counter (OTC) medications and prescription medications for their customers. Approximately 37% of online drug store consumers are comprised of seniors making them the dominant demographic of consumers today. Seniors are looking for quality medications at reasonable cost.

Salubriouslife's survey indicates that 54% of the people polled have concerns about the safety of drugs available online, 45% of visitors to the online drugstores visit to compare prices, and only one out of every three was concerned about the lack of face-to-face communication.

Regulations do exist for legitimate online pharmacies such as The National Association of Boards of Pharmacy (NABP) is "the independent and impartial association that assists its member boards and jurisdictions in developing, implementing, and enforcing uniform standards for the purpose of protecting the public health" (NABP, 2004). In addition to the NABP and in response to public concern of the safety of pharmacy practices on the Internet, "the association developed the Verified Internet Pharmacy Practice Sites™ (VIPPS) program in the spring of 1999. A coalition of state and federal regulatory associations, professional associations, and consumer advocacy groups provided their expertise in developing the criteria which VIPPS-certified pharmacies follow". (NABP, 2005)

The characteristics and traits many people are looking for in an online pharmacy web site will be:

Price/Cost

Shipping Charges

Shipping Time Frames

Quality

Customer Service Levels

Ordering Process

NABP Certification

VIPPS Certification

Price or the cost is a common factor between most consumers who are looking for a good price and will shop around to compare prices. Shipping charges can also add up, consumers are looking for the best shipping cost, some web sites offer no shipping charge with orders over a set amount, and shipping time frames since many of the consumers need