"This essential multi-country study, researched and written by James Dudley, explores game changing digital developments in retail pharmacy across Europe's main markets and exposes many of the strategic and economic issues that retailers and healthcare suppliers need to address"
An important new Study of Mail Order and Internet Pharmacy in 17 European Countries plus Comparisons and key Learnings from the USA.
This third and much expanded 2015 edition of Mail Order and Internet Pharmacy in Europe introduces new and emerging issues that present both challenges and opportunities to healthcare retailers, suppliers and their advisors operating in the complex European healthcare environment.
Mail Order and Internet Pharmacy in Europe the 2015 edition - Entering the Digital Battle Ground not only tracks the development of an emerging channel it shows how the digital environment is reshaping pharmacy. Mail order and Internet Pharmacy in Europe highlights the growth of cross border clusters of 'pure play' online pharmacies. The study also explains how leading European retailers are responding to the challenge from Internet pharmacies. It shows how pharmacy groups are sharing ideas and importing technologies. It provides insights into the way the leading pharmacy players are integrating the concept of a seamless shopping experience into their retail strategies through PCs, Tablets, Notebooks and Mobile Apps to create powerful omni-channel brands.
The report also provides information on pharmacy shoppers - their attitudes, needs and motivations in a multi-channel world.
Mail Order and Internet Pharmacy in Europe - Entering the Digital Battle Ground is a major study covering 17 European States plus a chapter describing the progress of online pharmacy in the USA - markets studied include Austria, Belgium, Czech Republic, Denmark, Finland, France, Germany, Hungary, Italy, the Netherlands, Norway, Poland, Slovak Republic, Spain, Sweden, Switzerland and the United Kingdom
This essential 17 country study has identified new and important trends in a rapidly growing channel as well as many of the ethical and economic issues that pharmaceutical manufacturers and other healthcare suppliers need to address
"In the three years since the publication of the 2012 edition of Mail Order and Internet Pharmacy in Europe we have seen big changes in the retail pharmacy landscape in a number of European States - much of it is in response to the challenges and opportunities presented by the arrival on Internet shopping. This report explores the progress of mail order and Internet pharmacy in Europe and the emerging concept of a digital led multi-channel seamless shopping experience sweeping in from the USA".
James W Dudley author of the Report
There has been a huge change in the European mail order and Internet pharmacy landscape since the last edition of this study in 2012. Much of this is due to the rapid pace of developments in the e-commerce sector as a whole. Yet since 2012 France, Italy and Austria have at last cleared the legal hurdles allowing their domestic businesses to enter the online pharmacy sector.
356 million Internet users live in the 17 countries covered in this edition of Mail Order and Internet Pharmacy in Europe. There are around 7,000 authorised pharmacy e-commerce websites some of which operate as small scale independent businesses, others are larger cross border 'pure play' mail order pharmacies and many are integrated into the multi-channel strategies of leading pharmacy chains. Yet among the major innovations challenging 'pure play' mail order and Internet pharmacies sweeping in from North America is the development of a multi-channel seamless shopping experience. This they call omni-channel retailing and it is the new digital battle ground.
The integration of PCs, notebooks and mobile app technologies into traditional pharmacy retailing to capture the multi-channel shopping audience is an emerging trend in the USA. According to Walgreens, America's largest drugstore chain, multi-channel shoppers are estimated to be three times more valuable than a single-channel shopper and so the company is evolving technology based strategies to capture this valuable audience.
Across Europe a number of major retail groups are combining traditional pharmacy with Internet pharmacy and online medical consultation services to capture specific target audiences seeking confidentiality, convenience and low prices. In Austria and Germany druggist chains are partnering with online pharmacies in order to capture a share of the healthcare sector which until now has been the exclusive province of pharmacies.
Today, the Internet and mail order pharmacy channel is breaking through as a rapidly growing, new and challenging retail channel. It is expanding its scope to include a wide range of front end pharmacy categories such as cosmetics, hygiene, dietary supplements and medical devices. In some European States repeat prescriptions, contraception and orthopaedic care are included in an ever widening repertoire of lines.