We’ve seen a great deal of activity around retail pharmacy chains throwing their hat into the Direct to Consumer healthcare market. From a convenience standpoint, it makes sense for your corner pharmacy to fill your prescriptions and also provide acute care services. But you have to ask yourself, do you want to receive medical care from a place that makes it’s money off of prescriptions and ultimately symptom suppression?
I asked myself this question recently, when I purchased a Hallmark Card for my father-in-law and received a coupon on my receipt for FREE Nexium 24HR 14-Count. #1 Doctor prescribed acid blocker.
Don’t get me wrong, I think the retail pharmacy clinics are going to help educate consumers on how to purchase acute care medicine. They have the resources to advertise, market their services to existing customers through their loyalty programs and operationalize the experience. But at the end of the day, will this be another case of structure equaling behavior in healthcare?