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

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 Ad​-ology​.net, and includes 30 data charts, consumer-spending estimates by market, and additional marketing insights.

C. Lee Smith

C. Lee Smith

CEO and Founder at SalesFuel
C. Lee Smith is the President/CEO of SalesFuel — a firm he founded in 1989. He was named one of the 14 Leading Sales Consultants by Selling Power magazine in 2018. Lee is the creator of the AdMall® and SalesFuel COACH™ SaaS platforms. He is also a Gitomer Certified Advisor, expert on the Sales Experts Channel and a C‑Suite Network Advisor.
C. Lee Smith


CEO of @SalesFuel | Bestselling Author of "SalesCred" and "Hire Smarter, Sell More!" | Keynote Speaker | Certified Behavioral Analyst | Sales Credibility Expert
If we ever needed a reminder of the teachings of Dr. Martin Luther King Jr., today would be the day. — 4 days ago
C. Lee Smith