New Study: Women More Likely to Choose Pharmacy by Location, Convenience

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One in five consumers influenced by positive comments, reviews online Sixty-eight percent of women choose a pharmacy based on convenience/location compared to only 48% of men, according to the Spring 2009 Ad-ology Media Influence on Consumer Choice survey. Women prefer to fill prescriptions at a grocery store pharmacy, with over twice as many females than males saying loyalty programs and rewards are “very important.” Overall, the majority (53%) of pharmacy customers still prefer to fill their prescriptions at a drug store versus at a grocery store or online. Although most customers prefer to refill prescriptions offline, many are influenced by online content. Nineteen-percent say that a store/pharmacy Web site provided “significant” or “some” influence on their choice of which pharmacy to use, with slightly more males than females influenced by store/pharmacy Web sites. Social media was also an influence: Positive comments/reviews from other shoppers influenced 20% of customers. “Grocery stores have been successful getting women into their pharmacies,” said C. Lee Smith, president and CEO of Ad-ology Research. “There’s opportunity for other pharmacies to attract this demographic by highlighting convenience and their own rewards programs-especially online,” Smith said. Other key findings from the survey:

  • In the last year, nearly half of pharmacy customers 65 years old and older initiated a conversation with their doctor about a specific brand of medication
  • Out-of-pocket costs, knowledgeable pharmacists, and availability of generic medications are the most significant factors when selecting a pharmacy
  • Hispanics more than other ethnic groups prefer filling prescriptions at drug stores (72.7%)
  • Slightly more males than females were influenced by store/pharmacy Web sites
  • Of traditional media types, newspapers (21.8%) and television (20.1%) had the most influence on pharmacy choice

The Media Influence on Consumer Choice survey is conducted throughout the year by Ad-ology Research to study on- and off-line media influence on buying decisions. The 64-page downloadable report, Media Influence on Consumer Choice: Prescription Medications/Pharmacies is available for purchase through, and includes 30 data charts, consumer-spending estimates by market, and additional marketing insights.

C. Lee Smith

C. Lee Smith

President/CEO at SalesFuel
C. Lee Smith is the President/CEO of SalesFuel - a firm he founded in 1989 with the mission to empower media sales professionals to help their advertisers make intelligent decisions on how to spend their marketing dollars. He is a graduate of Ohio University with an Executive Leadership Certificate from Cornell University. He is also one of the world's few (Jeffrey) Gitomer Certified Advisors for consultative sales.
C. Lee Smith


Official account for @SalesFuel Founder and CEO C. Lee Smith. Speaker, entrepreneur, author, sales and culture expert, leadership and management consultant.
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C. Lee Smith