Prescription Drug Exports to the USA: An Analysis of the Online Communication Strategies of Canadian E-Pharmacies

Abstract

This paper is concerned with the online communication strategies of Canadian e-pharmacies. The Canadian e-pharmacy industry is focused primarily on the export of prescription drugs to consumers in the USA. The industry has experienced rapid growth as a result of the reach, interactivity and transactional capabilities of the internet. This paper examines the regulatory, legal, ethical and economic challenges faced by the industry. The paper also investigates how Canadian e-pharmacies use their corporate websites to communicate their legal obligations and value proposition to stakeholders. Using content analysis and optimal scaling techniques, the study finds that only a minority of firms in the industry score well on important communication dimensions.

Keywords

e-pharmacies communication strategies Canada USA exports prescription drugs

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