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.