Università della Svizzera italiana

Marketing and pricing strategies of online pharmacies

Levaggi, Rosella ; Orizio, Grazia ; Domenighini, Serena ; Bressanelli, Maura ; Schulz, Peter J. ; Zani, Claudia ; Caimi, Luigi ; Gelatti, Umberto

In: Health policy, 2009, vol. 92, no. 2-3, p. 187-196

Internet and e-commerce have profoundly changed society, the economy, and the world of health care. The web offers opportunities to improve health, but it may also represent a big health hazard since it is a basically unregulated market with very low consumer protection. In this paper we analyze marketing and pricing strategies of online pharmacies (OPs). Our analysis shows that OPs use...