In recent years, e-commerce of pharmaceutical products has increasingly gained ground in the global marketplace. With the pandemic of COVID-19, this trend has intensified even more, and e-commerce in pharma e-commerce has become an even more relevant option for consumers seeking convenience and security when buying medicines and health products.
According to a report by the consulting firm IQVIA CONSULTING FIRMthe e-commerce of pharmaceutical products will move around US$ 29 billion worldwide in 2020, representing an 85% increase over the previous year. Moreover, the same research indicates that Brazil is the second largest market for pharma e-commerce e-commerce market in the world, second only to the United States.
This is due to the movement that big brands in the pharmaceutical sector have been investing in innovations to improve the consumer's experience in e-commerce. From the development of digital platforms more intuitive and accessible, to the implementation of new technologies to ensure product quality and safety, the future of pharma e-commerce promises to be even more dynamic and competitive.
In this text, we will explore some of the key innovations that major pharma brands have introduced in pharma e-commerce, and how they are impacting the industry and consumer behavior.
Augmented reality for testing products in online pharmacy
A augmented reality has been a valuable innovation for pharma e-commerce, allowing consumers to virtually visualize products before making a purchase. With this technology, brands can offer a more interactive and engaging experience to consumers, allowing them to virtually try products such as makeup, creams, and other personal care items on their own faces.
One of the beauty brands using augmented reality in their pharma e-commerce platform is Sephora. With its "Virtual Artist" feature, the brand allows customers to virtually try on different shades of makeup on their own faces using their cell phone camera.
This innovation can help reduce consumers' doubts and uncertainties when choosing a product, increasing the likelihood of purchase satisfaction. satisfaction with the purchase. In addition, augmented augmented reality can also be a useful tool for brands to collect information about consumer preferences, allowing them to offer more personalized product recommendations and further enhance their pharma e-commerce experience.
Artificial Intelligence for Personalization
The use of artificial intelligence to personalize the pharma e-commerce customer experience is becoming increasingly common. This technology allows brands to collect information such as purchase history, preferences and personal data, and use this data to offer personalized product recommendations and promotions. With this approach, consumers can feel that brands understand their needs and preferences, and this can increase the likelihood of purchase satisfaction and brand loyalty.
One example of using artificial intelligence for personalization is Amazon. The platform uses a machine learning algorithm to recommend products based on each customer's preferences and purchase history. In addition, Amazon also uses sentiment analysis technology, which analyzes customer ratings and comments from customers to better understand their needs and offer customized solutions.
In addition, artificial intelligence can help brands offer more relevant and personalized product suggestions based on consumer preferences. Using algorithms and data analysis, the technology can predict customer needs and offer personalized solutionsincluding complementary product recommendations or exclusive promotions. This personalization approach can increase the effectiveness of brands' marketing campaigns and improve the consumer experience in e-commerce. e-commerce pharmacy customer experience.
Electronic prescriptions have been a major innovation in the online pharmacy industry. With this technology, doctors can send prescriptions directly to pharmacies, eliminating the need for paper prescriptions and making the process faster and more convenient for patients. In addition, e-prescribing helps reduce prescription errors and increases patient safety, as medical information is shared electronically between healthcare professionals.
Electronic prescribing can also improve the efficiency of the prescription filling process by allowing pharmacies to manage and process prescriptions more quickly and accurately. This can reduce patient wait times at the pharmacy and improve the overall consumer experience. In addition, e-prescribing can help prevent medication overuse because prescriptions can be electronically checked for drug interactions and other safety concerns.
A GoodRx is an example of a pharma e-commerce company that uses e-prescribing on its platform. The company offers a telemedicine service that allows patients to consult with licensed physicians online, who can issue electronic prescriptions. Patients can send their prescriptions to GoodRx, which forwards them to participating local pharmacies for filling. GoodRx also offers a price comparison service, which helps patients find the pharmacies with the best prices for their prescription drugs. With e-prescribing, GoodRx makes the prescription-filling process more convenient and secure for patients, as well as offering price transparency and cost savings.
The technological innovations in the online pharmaceutical sector have brought great benefits to consumers, making the purchasing process easier, more convenient, and safer. It is clear that major brands in the online pharmacy sector are increasingly investing in innovative technologies to improve the consumer experience and offer more efficient and effective solutions. As technology continues to evolve, we can expect even more exciting innovations in the future of pharmacy e-commerce.
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