What the future emergence of Amazon Pharmacy and the company’s aim to own the health experience may mean for pharma manufacturers’ engagement strategies and role in Rx delivery.
For an industry as complex as healthcare, the news of Amazon’s digital pharmacy late last year is more sensational than it is disruptive—at least in the near-term. At first glance, Amazon seems focused on simply adding prescription drugs to its growing list of offerings. But it’s more likely that the e-commerce giant is looking to entice consumers with a better experience, glean insights from the point of sale and build a more robust platform. In other words, it’s a long-term strategy to collect and use data to paint a complete picture of consumer behavior.