THE MAIN FEATURES OF ONLINE SALES STRATEGIES IN PHARMACEUTICAL SECTOR

Abstract

The Internet has developed over the last decade into a first-line source of information about all aspects of life for many people. The Interest in online shopping has increased in all areas, including medicines. In addition, the Covid- 19 pandemic has dramatically shaped the e-commerce landscape, including the pharmaceutical sector. Online pharmacies have proven to be a good alternative to physical pharmacies. Consumers using online pharmacies can easily maintain social distance and have medications delivered to their home. Due to the pandemic, the demand for online pharmacy services has increased significantly in many countries. It is also likely that it has permanently changed preferences for some consumers and therefore the demand should remain at a higher level in the future. In general, online pharmacy has a place in the future provision of medicines and can explore its potential to provide cognitive services along with medicines. This paper will present a number of issues related to the working mode of online pharmacies, within the broader context of health care, and will conclude with an overview of current sales strategies that can be used by pharmaceutical companies as well as the preferences and attitudes of citizens of the Republic of North Macedonia, who buy drugs online.