Launching America's First Full-Service Internet Pharmacy

Abstract

Although millions of people flock to the Internet for the convenience of e-commerce, buying prescriptions online poses challenges due to the privacy and regulatory concerns regarding the writing and sale of prescriptions online. How do you maintain the personal attention that a neighbourhood pharmacist provides while delivering around-the-clock convenience? Soma.com, the first full-service Internet pharmacy in the US, identified the perfect solution and, through public relations, educated consumers about their new service. The following case study presents the development of a highly customised promotional campaign that reached out to diverse audiences by focusing on key messages that are most directly related to each of them. (Soma.com was acquired by CVS in June 1999.)