Optimizing Retail Pharmacy Success: The Role of Multichannel Marketing Strategies

Alexander Wick (), Bernhard Koczian and Kristína Králiková ()
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Alexander Wick: Taubengartenapotheke, Am Bocksborn 4, 63571 Gelnhausen, Germany
Bernhard Koczian: Apotheke im Pfersee Park, Franz-Kobinger-Straße 9a, 86157 Augburg, Germany
Kristína Králiková: Department of Administrative Law, Academy of the Police Force in Bratislava, Sklabinská 1, 835 17 Bratislava, Slovakia

Administrative Sciences, 2024, vol. 14, issue 9, 1-17

Abstract: This study focuses on the effect of multichannel marketing communication in retail pharmacies to establish customer satisfaction in a world experiencing the digitalization of health sectors. The objective of the study is to understand customer acquisition and retention practices, the role of online and offline integrated communication, and the extent of customer preference for various marketing communication channels. As part of the study, the quantitative analysis of the publications included in the review was made using articles and reports published from 2014 to 2024. The review was conducted on the aspects of marketing using multiple channels in retail pharmacy and the healthcare-associated fields. The studies identified that comprehensive communication channel enhancement policies positively affect the generation of revenues, reduction in costs, and information delivery schedules in pharmaceuticals. Depending on the channel, consumers’ needs and wants differ, and there is success in personalizing and presenting reasonably logical thoughts to people. Synchronicity of online and offline communication effectively increases the customers’ power, trust, and satisfaction. E-marketing has always been significant in enhancing customers’ touch points, which is why digital transformation is vital. This study further supports the fact that multichannel marketing is mandatory for the success of a retail pharmacy in the prevalent, highly competitive environment. The implementation also presupposes knowledge of consumer differences, the synergy of online and offline contacts, the emphasis on personalization, and fast adaptation to the changing technological environment, but often within the framework of severe legislation.

Keywords: digital transformation; multichannel marketing; omnichannel strategy; pharmacy; retail pharmacy (search for similar items in EconPapers)
JEL-codes: L M M0 M1 M10 M11 M12 M14 M15 M16 (search for similar items in EconPapers)
Date: 2024
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