Wick, Alexande ; Koczian, Be nha d; K áliko á, K is ína
A icle
Op imizing e ail pha macy success: The ole o
mul ichannel ma ke ing s a egies
Adminis a i e Sciences
P o ided in Coope a ion wi h:
MDPI – Mul idisciplina y Digi al Publishing Ins i u e, Basel
Sugges ed Ci a ion: Wick, Alexande ; Koczian, Be nha d; K áliko á, K is ína (2024) : Op imizing e ail
pha macy success: The ole o mul ichannel ma ke ing s a egies, Adminis a i e Sciences, ISSN
2076-3387, MDPI, Basel, Vol. 14, Iss. 9, pp. 1-17,
h ps://doi.o g/10.3390/admsci14090210
This Ve sion is a ailable a :
h ps://hdl.handle.ne /10419/321024
S anda d-Nu zungsbedingungen:
Die Dokumen e au EconS o dü en zu eigenen wissenscha lichen
Zwecken und zum P i a geb auch gespeiche und kopie we den.
Sie dü en die Dokumen e nich ü ö en liche ode komme zielle
Zwecke e iel äl igen, ö en lich auss ellen, ö en lich zugänglich
machen, e eiben ode ande wei ig nu zen.
So e n die Ve asse die Dokumen e un e Open-Con en -Lizenzen
(insbesonde e CC-Lizenzen) zu Ve ügung ges ell haben soll en,
gel en abweichend on diesen Nu zungsbedingungen die in de do
genann en Lizenz gewäh en Nu zungs ech e.
Te ms o use:
Documen s in EconS o may be sa ed and copied o you pe sonal
and schola ly pu poses.
You a e no o copy documen s o public o comme cial pu poses, o
exhibi he documen s publicly, o make hem publicly a ailable on he
in e ne , o o dis ibu e o o he wise use he documen s in public.
I he documen s ha e been made a ailable unde an Open Con en
Licence (especially C ea i e Commons Licences), you may exe cise
u he usage igh s as speci ied in he indica ed licence.
h ps://c ea i ecommons.o g/licenses/by/4.0/
Ci a ion: Wick, Alexande , Be nha d
Koczian, and K is ína K áliko á. 2024.
Op imizing Re ail Pha macy Success:
The Role o Mul ichannel Ma ke ing
S a egies. Adminis a i e Sciences 14:
210. h ps://doi.o g/10.3390/
admsci14090210
Recei ed: 2 Augus 2024
Re ised: 30 Augus 2024
Accep ed: 2 Sep embe 2024
Published: 9 Sep embe 2024
Copy igh : © 2024 by he au ho s.
Licensee MDPI, Basel, Swi ze land.
This a icle is an open access a icle
dis ibu ed unde he e ms and
condi ions o he C ea i e Commons
A ibu ion (CC BY) license (h ps://
c ea i ecommons.o g/licenses/by/
4.0/).
adminis a i e
sciences
Re iew
Op imizing Re ail Pha macy Success: The Role o Mul ichannel
Ma ke ing S a egies
Alexande Wick 1,*, Be nha d Koczian 2and K is ína K áliko á3,*
1Taubenga enapo heke, Am Bocksbo n 4, 63571 Gelnhausen, Ge many
2Apo heke im P e see Pa k, F anz-Kobinge -S aße 9a, 86157 Augbu g, Ge many; [email p o ec ed]
3Depa men o Adminis a i e Law, Academy o he Police Fo ce in B a isla a, Sklabinská1,
835 17 B a isla a, Slo akia
*Co espondence: [email p o ec ed] (A.W.); [email p o ec ed] (K.K.)
Abs ac : This s udy ocuses on he e ec o mul ichannel ma ke ing communica ion in e ail pha -
macies o es ablish cus ome sa is ac ion in a wo ld expe iencing he digi aliza ion o heal h sec o s.
The objec i e o he s udy is o unde s and cus ome acquisi ion and e en ion p ac ices, he ole
o online and o line in eg a ed communica ion, and he ex en o cus ome p e e ence o a ious
ma ke ing communica ion channels. As pa o he s udy, he quan i a i e analysis o he publica ions
included in he e iew was made using a icles and epo s published om 2014 o 2024. The e iew
was conduc ed on he aspec s o ma ke ing using mul iple channels in e ail pha macy and he
heal hca e-associa ed ields. The s udies iden i ied ha comp ehensi e communica ion channel
enhancemen policies posi i ely a ec he gene a ion o e enues, educ ion in cos s, and in o ma ion
deli e y schedules in pha maceu icals. Depending on he channel, consume s’ needs and wan s
di e , and he e is success in pe sonalizing and p esen ing easonably logical hough s o people.
Synch onici y o online and o line communica ion e ec i ely inc eases he cus ome s’ powe , us ,
and sa is ac ion. E-ma ke ing has always been signi ican in enhancing cus ome s’ ouch poin s,
which is why digi al ans o ma ion is i al. This s udy u he suppo s he ac ha mul ichannel
ma ke ing is manda o y o he success o a e ail pha macy in he p e alen , highly compe i i e
en i onmen . The implemen a ion also p esupposes knowledge o consume di e ences, he syne gy
o online and o line con ac s, he emphasis on pe sonaliza ion, and as adap a ion o he changing
echnological en i onmen , bu o en wi hin he amewo k o se e e legisla ion.
Keywo ds: digi al ans o ma ion; mul ichannel ma ke ing; omnichannel s a egy; pha macy;
e ail pha macy
1. In oduc ion
Gi en he ecen ad ances in echnology and he g owing end o a change in con-
sume expec a ions, his is he cu en si ua ion in he e ail pha macy indus y. Communi y
pha macy physical e ail s o es a e no exclusi e selle s o medicines, bu hey ha e u ned
in o mul iple-s op heal hca e cen e s comp ising immuniza ions and weigh -loss and nu-
i ion guidance (I gang e al. 2023). This swi ch, oge he wi h he e ec s o e-comme ce
and pa icula ly he new app oaches o heal h and medicine, has d ama ically shi ed he
compe i i e dynamics o pha maceu ical e ailing (Baines e al. 2020). Thus, niche segmen s,
including e ail pha macies, mus ac i ely e alua e and change hei ma ke ing app oaches
o sus ain hemsel es and succeed.
The need o his pa icula adap a ion mus be add essed. Communi y e ail pha ma-
cies a e essen ial in enhancing he heal h s a us o popula ions because hey ac as he i s
poin o con ac o many g oups (S and e al. 2016). They a e usually he ini ial heal hca e
gi e s ha people app oach o consul a ion on condi ions ha do no equi e hospi al
admission, pu chase d ugs wi hou p esc ip ions, o pick hei p esc ibed medica ions.
Adm. Sci. 2024,14, 210. h ps://doi.o g/10.3390/admsci14090210 h ps://www.mdpi.com/jou nal/admsci
Adm. Sci. 2024,14, 210 2 o 17
In addi ion, especially in u al o de eloping egions, e ail d ug s o es may be unique,
easily accessible acili ies wi h heal hca e se ices (Qa o e al. 2016;P oença 2021). Being
an essen ial pa o he heal hca e sec o , he u u e and iabili y o e ail pha macies en-
ail a po en ial impac on he popula ion’s well-being and he abili y o access necessa y
medicines (Mu ambik e al. 2024).
Howe e , he e ail pha macy sec o oday aces se e al p oblems. This change in
cus ome buying beha io has b ough new playe s in o he online pha macies and mail-
o de p esc ip ion se ices ma ke ha h ea ens he adi ional ma ke sha e (Lin 2021).
Fu he mo e, consume s’ shi s in hei beha io al pa e ns o e he globe when ocusing
on p e e ences shi o e ime (Ansha i e al. 2019), especially in he con ex o he h ea s
posed by i al diseases, including COVID-19, and ins an p omo ion o digi al solu ions and
emo e ca e solu ions (Gadgil e al. 2024). This s udy poses ha hese changes ha e b ough
o h new oppo uni ies and h ea s o e ail pha macies o ema ke hei commodi ies
and modi y hei s a egies o in e ac ing wi h clien s.
Acco dingly, in cu en ci cums ances, mul ichannel ma ke ing is a po en ially ans-
o ma i e s a egy o e ail pha macies. Mul ichannel ma ke ing is a concep ha in ol es
using se e al channels h ough which cus ome s a e eached o ensu e ha in e ac ions
wi h he i m occu ha monized (Ve hoe e al. 2015). Such channels include physical
ou le s, a company’s websi e and a mobile applica ion, social media pla o ms, mailing lis s,
and p in and ele ision media (T ipa hi and Da e 2017). Using a mul ichannel s a egy
means ha all he channels a e in e connec ed and complemen a y, h ough which e ail
pha macies can inc ease hei ma ke sha e and p ospec s o cus ome in e ac ion and, as
a esul , c ea e business oppo uni ies (Cao and Li 2015).
Fu he , his s udy u ilized he sys ema ic li e a u e e iew app oach o analyze he
impac o mul ichannel ma ke ing s a egies on he pe o mance o e ail pha macies. In
line wi h he sys ema ic geog aphical esea ch by Denny P abowo e al. (2021), his pape
applied a i e-s ep app oach o sys ema ically analyze he li e a u e: analysis, syn hesis,
induc ion, desc ip ion, and compa ison. Popula ion and sample inclusion equi ed he
de elopmen o sea ch s ings based on e ms ele an o e ail pha macies’ success and
mul ichannel ma ke ing s a egies. These keywo ds we e sea ched in a ious academic
da abases such as PubMed, Google Schola , and o he da abases, and he a icles we e
collec ed om Janua y 2014 o Decembe 2024. The e a e di e en me hods o scien i ic
analysis, e e ed o as analysis, syn hesis, induc ion, desc ip ion, and compa ison, used
du ing he e iew o s udy and in e p e he ma e ial collec ed. This app oach enabled
he e iew o he li e a u e on he opic, he es ablishmen o pa e ns and hemes, and he
making o aluable conclusions on u ilizing mul ichannel ma ke ing o enhance he alue
o e ail pha macy.
This s udy, he e o e, aims o explo e he e ec s o mul ichannel ma ke ing s a egies
on he pe o mance o e ail pha macies (Dhan aj and La anya 2022). In pa icula , we
in end o assess how he e iciency o in eg a ed ma ke ing communica ion can in luence
he ollowing ac o s: he a e o new cus ome s, cus ome loyal y, he olume o sales, and
he business’s o e all de elopmen . In so doing, we hope o o e pe inen in o ma ion o
e ail pha macy ope a o s, ma ke e s, and heal hca e adminis a o s on he s a e and likely
u u e ends o pha maceu ical e ailing.
The e o e, he s udy’s impo ance is ealized in i s abili y o ill se e al signi ican oids
in he exis ing social body o knowledge on ma ke ing in e ail pha macy businesses. Fi s ,
e en hough mul ichannel ma ke ing has been in es iga ed in di e en con ex s, including
gene al and specialized e ail, i s peculia i ies and he esul s o i s implemen a ion in e ail
pha macies need o be su icien ly s udied. The legal cons ain s and he ype o wo k ha
en ails he low o sensi i e heal h- ela ed in o ma ion all call o a sepa a e examina ion
o his unique business ca ego y due o i s speci ici y oo ed in i s heal hca e ac i i ies
(Ak e e al. 2019). Second, since he de elopmen o pa ien -cen e ed ca e will become he
mains eam heal hca e indus y, i is c ucial o in es iga e how mul ichannel ma ke ing can
inc ease pa ien engagemen and sa is ac ion (Subas i e al. 2021). As such, his esea ch
Adm. Sci. 2024,14, 210 3 o 17
seeks o ad ance knowledge on how a ious ma ke ing communica ion ools can gene a e
o ganiza ional sales and p o i and enhance pa ien expe iences and heal h s a us. Thi d,
he cons an de elopmen a es and he g owing usage o in o ma ion echnologies in
heal hca e manda e ha ma ke ing app oaches be assessed and an icipa ed o be up- o-
da e. This esea ch aims o p esen ends in mul ichannel ma ke ing and he mos e ec i e
p ac ices o e ail pha macies, he eby ende ing imely in o ma ion o he s akeholde s
and placing hem on he igh side o he cu en end (Pan ano e al. 2019).
2. Ma e ials and Me hods
This sec ion p o ides he me hodology used in his s udy, including he da a collec ion
and analy ical app oaches. The s udy employed a sys ema ic li e a u e e iew, chosen o i s
e ec i eness in syn hesizing exis ing esea ch and p o iding comp ehensi e insigh s in o
he s udy’s ocus a eas: Op imizing Re ail Pha macy Success and he Role o Mul ichannel
Ma ke ing S a egies. This design made i easy o he s udy o inco po a e a ange o
ele an li e a u e while a he same ime educing he chances o selec i e e iew by
ollowing a s anda dized p ocedu e o da a collec ion, analysis, and syn hesis.
The ini ial phase o he da a collec ion in ol ed he c ea ion o a sea ch s ing whe e a
dis inc se o keywo ds we e gene a ed. The ini ial collec ion comp ises e ms associa ed
wi h Op imizing Re ail Pha macy Success, and he second se ega ding he Role o Mul i-
channel Ma ke ing S a egies. The sea ch s ing was gene a ed by combining e ms om
bo h se s using wildca d symbols, wi h he aim o minimizing he o al numbe o sea ch
s ings. The sea ch e ms we e subsequen ly u ilized in he PubMed sea ch engine, as well
as in o he elec onic da abases including Web o Sciences, Scopus Google Schola , Taylo
and F ancis, Eme ald, Sp inge , and o he s ocusing on s udies and jou nals be ween 1
Janua y 2014 and Decembe 2024. This s udy was unde aken o con i m he accu acy and
comple eness o all pe inen da a ha had been documen ed.
The e iew was unde aken in i e s eps, ollowing he accep ed p ocedu e o a sys-
ema ic li e a u e e iew, as s a ed by Denny P abowo e al. (2021). When deciding on he
use o he co ec scien i ic esea ch me hods, we we e inspi ed by se e al cu en scien i ic
wo ks by au ho s such as Abbas e al. (2024), Kaššaj and Pe áˇcek (2024b), Kaššaj (2023),
and Zsigmond e al. (2024). Du ing he sys ema ic li e a u e e iew, he ollowing scien i ic
me hods we e used: o analysis, ca ego iza ion was employed o dissec he da a e ie ed
om he li e a u e o acili a e hei sc u iny a a mo e g anula le el. This made i easie o
comp ehend each one o he ac o s conce ning he enhancemen o he success o e ail
pha macy and he o e all mul ichannel ma ke ing s a egy. The e o e, a e da a ex ac ion
om di e en sou ces, a syn hesis was pe o med o de elop a syn hesized na a i e om
o he sou ces. Such an app oach allowed o c oss- e e encing he pa e ns and ends
ega ding he esea ch opic, enabling he de elopmen o an in eg a ed unde s anding
o he esea ch opic. The induc i e app oach was used o a i e a a gene al conclusion
based on he da a e iewed in he li e a u e. This app oach helped he s udy o ob ain
mo e gene al conclusions on he signi icance o mul ichannel ma ke ing in he achie emen
o e ail pha macy es ablishmen s. Desc ip i e esea ch app oaches we e used mainly o
depic he ea u es and esul s o he analyzed s udies. This ensu ed ha all he s udies
conduc ed we e desc ibed wi h p ecision and accu acy o ensu e ha he de ails o each
s udy we e well cap u ed. To conclude he e iewed s udies, a compa a i e analysis was
pe o med o assess hei simila i ies and di e ences. This me hod was use ul in compa -
ing and con as ing he a ious p ac ices and esul s associa ed wi h he esea ch heme,
ag eemen , and disag eemen . These scien i ic me hods ensu ed ha all pe inen esou ces
up o he p esen da e we e inco po a ed in o he analysis. Ini ially, a e iew me hod was
c ea ed o asce ain he selec ion and a angemen o pa icula ph ases and keywo ds.
A e wa d, he s udy de eloped ce ain c i e ia o de e mine he ele ance o s udies and
decide whe he hey should be included o excluded in he e iew. Fu he mo e, e ie ing
ma e ials en ailed u ilizing p e-es ablished keywo ds ha we e o med by combining he
Adm. Sci. 2024,14, 210 4 o 17
key ph ases. Be o e ex ac ing da a and summa izing he indings, a ho ough examina ion
o he ma e ials ob ained h ough he sea ch was conduc ed.
3. Resea ch Ques ions
Answe ing hese esea ch ques ions will help ad ance he heo e ical knowledge o
mul ichannel ma ke ing in heal hca e e ail and en ich he p ac ice o employing ela ed
s a egies in e ail pha macies.
1.
How do mul ichannel ma ke ing s a egies impac e ail pha macy success and cus-
ome engagemen ?
2.
Wha a e e ail pha macies’ mos e ec i e mul ichannel ma ke ing app oaches e-
ga ding cus ome acquisi ion and e en ion?
3.
How does in eg a ing online and o line ma ke ing channels in luence pha macy sales
and p esc ip ion olume?
4.
Wha a e he cus ome p e e ences and beha io s ac oss di e en ma ke ing channels
in he e ail pha macy con ex ?
5.
Wha amewo k can be de eloped o implemen ing and op imizing mul ichannel
ma ke ing s a egies ailo ed o e ail pha macies?
The indings o his s udy will help de elop s a egies in o he ypes o heal hca e
e ailing, including pha macy supply shops o op ical s o es. Fu he mo e, unde s anding
how he ma ke ing pe sonnel engage in di e en conce ed communica ion o e ime by
inco po a ing he ou Ps in c ea ing a digi al and adi ional angible ma ke ing communi-
ca ion mix migh be ele an o o he indus ies amid egula ion in he heal hca e ield. I is
c ucial o conside se e al con ex ual ac o s ha in luence he e ail pha macy landscape
and, by ex ension, he applica ion o mul ichannel ma ke ing s a egies:
Regula o y En i onmen : This indus y has many legal es ain s, like limi s on
d ug ad e isemen , p o ec ion o he pa ien ’s in o ma ion, and es ic ions on heal h
in o ma ion sha ing. Howe e , ma ke e s mus a oid iola ing such egula ions when
implemen ing hese s a egies and each ou o cus ome s (Halpe n e al. 2020).
Technological Ad ancemen s: Pes analysis: Ma ke ing o e ail pha macy ope a ions—
echnology. The con empo a y wo ld has seen a apid ad ancemen in he applica ion o
echnology in e ail pha macy, some o which include a i icial in elligence, augmen ed
eali y, and he In e ne o Things. All he echnologies men ioned abo e a e oppo uni ies
and h ea s o e ail pha macy ma ke ing. Awa eness o how hese echnologies can be
e ec i ely applied in mul ichannel sales will be c i ical in he u u e (Rokonuzzaman and
Paswan 2017).
Changing Consume Expec a ions: The cu en gene a ion o consume s is qui e
di e se, and hey a e also demanding g ea e pe sonaliza ion, g ea e con enience, and
g ea e in eg a ion o he se ices hey ecei e ac oss all ele an channels. Re ail pha ma-
cies mus shi hei ma ke ing s a egies o add ess hese new expec a ions despi e he
business model comp ising s ic p oduce –consume us and con iden iali y compa ed
o pa ien –doc o (Helkkula e al. 2018;Pe áˇcek 2022).
Compe i ion om Non-T adi ional Playe s: E-comme ce gian s and new en an s
om he echnology indus y ede ine he indus y s uc u e. Re ail pha macies mus
unde s and how o di e en ia e hemsel es and communica e hei p oposi ions o he
public h ough a ious media campaigns (Klaysung e al. 2022).
Heal h T ends and Public Heal h Conce ns: In scalabili y, global heal h e en s like he
COVID-19 pandemic change how consume s beha e and hei heal hca e needs. These
dynamic s a egies mus con inuously change o pass impo an in o ma ion ega ding he
popula ion’s heal h s a us o he public (He and Ha is 2020;Dumi u and Tomescu 2020).
The e o e, by answe ing he p esen ed esea ch ques ions and conside ing he iden i-
ied ac o s, his wo k will gi e a clea unde s anding o he ac o s a ec ing mul ichannel
ma ke ing o achie e he op imal success a e o he e ail pha macy business. The indings
o his s udy would no only add o he heo e ical knowledge o heal hca e ma ke ing bu
Adm. Sci. 2024,14, 210 5 o 17
also p o ide s a egic di ec ions o he manage s o e ail pha macy businesses challenged
wi h g owing compe i ion and changes in he business en i onmen .
When ollowing a cou se o ac ion in his s udy, he au ho s also acknowledge he
limi a ions and di icul ies ha may be iden i ied. Fi s , he e ec i eness o he ma ke ing
communica ion mix in he angled angible e ail selling en i onmen makes i ha d o
speci y de ini e channels o he ma ke ing communica ion mix.
Second, he egula o y en i onmen s in he nume ous egional ma ke s may ha e
di e gen s anda d se ings, hough his may only be expec ed o a ec ou s udy o a
sho ime. Las , echnological changes may al e he applicabili y o he e alua ion esul s,
hough, a he ime o his s udy, his was no no ed o be an in luence. Howe e , since
bo h he me hodological and he con en amewo ks o his s udy a e g ounded in sound
esea ch p ac ices, and since he conce n is wi h he heo e ical and manage ial implica ions
o mul ichannel ma ke ing o e ail pha macy pe o mance, we an icipa e ha he esul s
o his s udy will be help ul in he in es iga ion o he said opic.
In he ollowing sec ions, he au ho s desc ibe he esea ch me hods, ollowed by
he esul s, discussion, and conclusion. This s udy o mul ichannel ma ke ing in e ail
pha macies migh u he enhance e o s o ans o m heal hca e e ail o he con inued
p o ision o essen ial se ices in he bes in e es o he communi y’s heal h.
4. Li e a u e Re iew
4.1. E ec i eness o Mul ichannel Ma ke ing S a egy
Rahayu e al. (2022) in es iga ed he in ol emen o he MSMEs in inc easing s a e
e enue o he Indonesian na ion du ing he COVID-19 pandemic unde mul ichannel
ma ke ing. Howe e , a ew seized ood and be e age businesses in Su abaya and Malang
adop ed he p oposed esea ch using a new quan i a i e me hod. The indings o his s udy
show ha he use o mul ichannel ma ke ing and p ope ma ke logis ics enhances MSME
sales du ing he pe iod, unde sco ing he need o MSMEs o emb ace he exis ing digi al
oppo uni ies ha see he i ms expand hei ma ke s beyond he con en ional lumpen
app oaches, hence u ning a new ace o mode a e isk- aking in he economy.
Tamilmani e al. (2019) examined he Indian e-comme ce landscape, highligh ing he
p o i abili y o niche playe s like Flin obox amids a compe i i e ma ke domina ed by
loss-making ho izon al playe s. The s udy employed a case s udy me hodology, combining
in e iews and unob usi e da a collec ion me hods. Findings e eal ha adi ional
sea ch engine ma ke ing could ha e been mo e e ec i e o Flin obox. A he same ime,
disco e y pla o ms, including social media and na i e ad e ising, signi ican ly imp o ed
hei pe o mance— educing bounce a es om 90% o 50% and inc easing con e sion
a es om 0.5% o 2%, hus e ealing he impo ance o inno a i e ma ke ing s a egies in
enhancing cus ome engagemen and d i ing sales in he e ol ing e-comme ce sec o . As
Aliaj and Ti i (2023) s a e, a simila si ua ion exis s in o he coun ies as well.
In hei s udy, Bane jee and Bha dwaj (2019) ocused on he app op ia e managemen
o sales compensa ion o espond o he mul ichannel a ibu ion issue a ec ing companies
ope a ing in business and e ail selling. The s udy used analy ical models o examine
h ee con ac ypes: e enue sha ing, lead gene a ion, and sales sel -su iciency. Resea ch
sugges s ha hese con ac s need o deli e he bes p o i owing o he budge cons ain s
o being budge balanced, quali ica ion cos s, and he ac ha he sales o ce a e no
ma ke e s by ade. The au ho s also uniquely ocus on isk a e sion and o e all unce ain y
in he con ex o con ac p e e ences. Ce ain app oaches, such as a con es o s ack anking-
based pay, can achie e i s -bes p o i whe e unce ain y is mode a e. He ein, he indings
bene i manage s seeking insigh s in o he ma ke ing-sales in e ace and con empo a y
mul ichannel lead gene a ion and con e sion challenges.
Lu ayo (2017) sough o de e mine how much he pha maceu ical indus y in Kenya
has expanded and i i has posi i ely impac ed he economy. The implica ions desc ibe
pha maceu ical i ms’ challenges in deli e ing pe inen , imely, and use ul in o ma ion o
o e bu dened HCPs as cos -e icien ly as possible while con olling ma ke ing cos s. The
Adm. Sci. 2024,14, 210 6 o 17
s udy adop ed a desc ip i e esea ch design o add ess he esea ch ques ions and su eyed
62 o he 306 egis e ed pha maceu ical i ms in Nai obi Coun y, emphasizing mul ichannel
ma ke ing s a egies and company pe o mance. The esul s show ha mul ichannel
ma ke ing de e mines income, cos s, and imely deli e y o cus ome insigh s. The esea ch
es ablished ha in eg a ing mul iple communica ion channels bene i s he pha maceu ical
indus y’s e o s in he compe i i e ma ke . I s esses he need o conduc ex ensi e
analysis o es ablish sui able channels o communica ion wi h he a ge popula ion o
ully exploi he s eng h o mul ichannel ma ke ing in he pha maceu ical indus y (Hu ina
e al. 2023).
Ma zouk e al. (2022) espond o he p oblems o communica ing concise and pe -
suasi e sho ad e isemen s and whe e o ad e ise in he mul ichannel se ing. U iliz-
ing he pe suasi e sys ems design model, he s udy conduc ed an expe imen in ol ing
33,848 cus ome s o an in e na ional elecom company o compa e he e ec i eness o h ee
pe suasion s a egies— a ional, emo ional, and social—ac oss h ee ma ke ing channels:
SMS ma ke ing communica ion channels, including sho message se ice, social media
ad e ising, and mobile applica ion. The esul s show ha a ional messages lead o highe
esponse a es i espec i e o he media applied in he s udy. Mo eo e , he cha ac e is ics
o cus ome s ha e he la ges e ec on esponse a es, and hey di e by he communica ion
channel bu a e o he wise simila ega ding message/p oduc ype. Howe e , he e is a
no able issue ha di e en consume s ailed o ag ee wi h each o he on a ings o he
pe suasi e s a egies, which migh imply ha consume s ha e di icul ies in iden i ying
hese s a egies, o ad e ise s’ in e p e a ion o such a di e ence may be educ ionis . This
s udy o e s signi ican heo e ical con ibu ions o unde s anding pe suasi e communica-
ion and use ul implica ions o enhancing ad e ising appeals while p ese ing he digi al
en i onmen .
Wick e al. (2023) and (Bomba d e al. 2018) examined an e ec i e mul i-ma ke ing
app oach o pha macies and accen ua ed he need o he a ge audience analysis while
conside ing hei p e e ences o media channels in ce ain egions. Thus, he s udy
emphasizes ha choosing media channels can inc ease b and amilia i y, cus ome loyal y,
and sales. I s esses ha he ma ke ing messages o pha macies equi e conside a ion
o he local communi ies’ alues, especially iden i ying ones connec ed o he amilies.
The au ho s’ objec i es a e hus o ind ou cus ome in e es in he ad e isemen o
medical p oduc s and which media channel is mos p e e ed o such ads. An analysis
o he indings de i ed om he cus ome su ey shows ha he e is ecogni ion o he
ad e ising communica ion ac oss he channels e en i he o e all engagemen is low,
meaning ha only a po ion o he in ended audience is a ending o he medical p oduc
ad e isemen s. Thus, he e is a need o ad ance a s a egy o mul iple-channel ma ke ing
ha would a o local consume s in he pha maceu ical indus y. In his con ex , howe e ,
Kaššaj and Pe áˇcek (2024a) poin s ou ha in o de o achie e his goal, in oday’s elec onic
age, su icien ly powe ul in e ne co e age is ine i able.
4.2. Mul ichannel Ma ke ing App oaches o Re ail Pha macies in Te ms o Cus ome Acquisi ion
and Re en ion
I awan e al. (2020) examined he necessi y o PT Ci a K easindo Mandi i o emb ace
digi al ans o ma ion in esponse o global changes and echnological ad ancemen s. The
e alua ion o cu en business condi ions in ol ing business s a egies, echnologies used,
cus ome s, o ganiza ional s uc u e, and cul u e is conduc ed based on he esul s collec ed
om he selec ed business owne s and employees ia quali a i e in e iews. The esul s
s ess he call o digi al ma ke ing as a s a egic managemen ini ia i e di ec ing e o s
owa d op imizing cus ome acquisi ion and e en ion p opo ions. Th ough gap analysis,
he esea ch e eals how ma ke ing capabili ies can help suppo he company’s jou ney o
digi aliza ion, wi h he bene i s po en ially ansla ing o he o ganiza ion’s e enues and
cus ome in e ac ions. By concluding he s udy, he au ho emphasizes he assump ion ha
deploying DM ac i i ies mee s cu en o ganiza ional equi emen s and akes he company
Adm. Sci. 2024,14, 210 7 o 17
u he in a challenging en i onmen . In agg ega e, his esea ch ad ances knowledge
ega ding he applica ion o digi al ma ke ing in ope a ional s a egy in ce ain ypes o
o ganiza ions, p ima ily adi ional ones adjus ing o new ma ke condi ions.
Inas and Belgiawan (2023) in es iga ed he apid g ow h o he MedTech ma ke
in Indonesia, mainly ocusing on he men al heal h se ice applica ion Rili . The s udy
iden i ies signi ican challenges in cus ome acquisi ion and e en ion aced by Rili amids
inc easing compe i ion and e ol ing consume p e e ences. In his esea ch, he au ho s use
a nume ical esea ch app oach wi h 200 pa icipan s; he au ho s use desc ip i e esea ch
indings and a Like scale esea ch ins umen wi h closed-ended ques ions o conduc
esea ch. This esea ch combines he e alua ion o in e nal and ex e nal ac o s applying
STP and he analysis o he ma ke ing mix applied o Rili wi h he 7Ps and PESTEL. I was
es ablished ha small and angible symbolic p omo ion e o s, p ope p ice posi ioning,
and supe io se ice deli e y a e majo de e minan s o cus ome s’ a ac ion and e en ion.
This en ails s a egic ini ia i es such as ad e isemen s, associa ion wi h in luence s, and
subsc ip ion o ailo ed se ices mean o engage he cus ome s. This s udy o e s a ious
insigh s in o he app oach equi ed o Rili o c ea e i s solid ma ke niche and en e he
highly sa u a ed MedTech ma ke segmen .
Los ako a and Ho ako a (2014) assessed he issues wi h physical pha macies in he
compe i ion o he OTC ma ke in he Czech Republic wi h cus ome e en ion and loyal y.
The s udy poin s ou ha he con en ional sho - e m sales p omo ion appeals ha e los
he in luence hey used o ha e, and hus, pha macies a e o ced o sea ch o exclusi e
e en ion s a egies. Th ough quan i a i e esea ch in ol ing a Like scale ques ionnai e
dis ibu ed o pha macy clien s, he au ho s iden i y a ious e en ion suppo o ms
ha esona e wi h consume s. Thus, one has o ma ch he e en ion p og ams o he
a ac i eness ac o s pe cei ed by he cus ome s, poin ing ou ha hese pha macies
should go beyond adi ional p omo ion echniques. In he con ex o he OTC ma ke , he
au ho s call o mo e sys ema ic knowledge o cus ome s’ decisions o inc ease loyal y and
esul in highe e en ion a es. Thus, he indings o his esea ch en ich he knowledge
abou he cu en endencies ans o ming he ield o pha macy ad e ising. This sugges s
ha he key o success in condi ions o compe i ion lies in a ge ing he clien s’ e en ion.
4.3. In eg a ion o Channels in Pha macy Re ail
Su esh and D’Souza (2019), main aining he g ow h o he elaxed a e o he Kenyan
pha maceu ical indus y, conside ed pha maceu ical supply chain managemen as an
impac s a egic ope a ion pe o ming ac o o he indus y. Recognizing subs an ial
li e a u e on dis ibu ion and ma ke ing channel esea ch, he au ho s highligh he need
o adequa e supply chain models in Kenya’s en i onmen . The main objec i e o he
s udy was o de e mine he ac o s ha may in luence he pha maceu ical alue chain
and en i ies such as dis ibu o s, wholesale s, and di e en ypes o pha macies. In his
c oss-sec ional s udy wi h 15 dis ibu o s, i e hospi al pha macy manage s, and 15 e ail
pha macy manage s, an online ques ionnai e and ace- o- ace in e iews o da a collec ion
p ocedu es we e conduc ed, ollowed by quali a i e analysis using SPSS s a is ical so wa e.
This s udy con i ms ha h ee ac o s a e cen al o dis ibu o –supplie ela ionships,
namely, pe ec in en o y u no e s, be e p o i ma gins, and exclusi i y o he dis ibu o ,
and addi ionally e eals a posi i e co ela ion be ween a i m’s collabo a i e beha io and
supply chain dis up ion and o e all sa is ac ion. The e o e, his s udy emphasizes he
need o a p ope supply chain managemen amewo k, especially in he pha maceu ical
indus y, because o ising heal h cos s and go e nmen pa icipa ion in Kenya.
In hei s udy, Ty äinen and Ka jaluo o (2019) in es iga ed he concep and na u e
o omnichannel e ail and how i is ans o ming due o he digi aliza ion o consume s’
beha io . The s udy also unde lines he u gency o he p oblem o p ope synch oniza ion
o he online and o line wo lds o inc ease consume s’ sa is ac ion le els. This s udy
es ablished c i ical equi emen s o op imal channel suppo based on 20 ace- o- ace semi-
s uc u ed in e iews wi h 10 cus ome s who shopped in online and physical s o es. The
Adm. Sci. 2024,14, 210 8 o 17
s udy shows ha consume s use hei mobile de ices cons an ly while physically shopping
and compa ing p ices and p oduc s, u he unde lining he concep o channel jus ice.
Consequen ly, his s udy o e s ich manage ial implica ions o omnichannel managemen
by s essing he cen ali y o channel coo dina ion in c ea ing a o able b and expe iences.
The indings indica e ha e aile s need a single communica ion s a egy ha connec s all
po en ial channels o e ec i ely se e consume s’ needs and enhance pe o mance when
compe ing wi h o he ou le s.
Acco dingly, Lim e al. (2024) s udied he mul i ace ed aspec o consume expe ience
managemen in an omnichannel e ail se ing. Based on he S-O-R amewo k, he implica-
ions o he a ious ypes o e aile s, namely high-end special y shops, depa men s o es,
and hype ma ke s, on channel in eg a ion, consume empowe men , us , sa is ac ion, and
pa onage in en ions a e analyzed. In his s udy, da a we e ob ained om 736 consume s
using a pu posi e sampling echnique, and he da a analysis echnique used was pa ial
leas squa es s uc u al equa ion modeling (PLS-SEM). The esul s show ha consume s’
pe cep ion di e s when exposed o omnichannel s a egies ega ding a ious ypes o e ail
s o es, showing he need o s a egies o be e ail- ype speci ic. Thus, his esea ch adds
o a ela i ely spa se body o knowledge on omnichannel managemen , unde s anding
cus ome s’ expec a ions and ac ions, and s essing he p ope in eg a ion o channels in
imp o ing he o al b and image. The s udy also p o ides di ec ions o u u e esea ch o
unde s and he a ious ace s o consume s’ in e ac ions wi h e aile s.
Zhang e al. (2018) examined how channel in eg a ion a ec s consume s’ ouchpoin s
in omnichannel e ailing. Since e aile s a emp o deli e cohe en and holis ic se ices
ac oss di e en channels, he s udy conce ns consume s’ con ol and i s impac on us ,
sa is ac ion, and pu chasing beha io . Based on he SOR model, he au ho s examine he
hypo heses de i ed om he heo e ical amewo ks h ough a la ge omnichannel e aile
in China. The esul s suppo hei hypo heses, which s a e ha channel in eg a ion posi-
i ely a ec s consume empowe men and us and subsequen ly boos s he consume ’s
sa is ac ion and pa onage in en ions. Consequen ly, his esea ch has ad anced he knowl-
edge ega ding he consume s’ beha io in he sphe e o he omnichannel en i onmen
and he ole o in eg a ion in c ea ing a o able shopping expe iences. The s udy’s indings
can be help ul o e aile s who wan o ocus on hei channel s a egies and inc ease he
channel’s ele ance o he cus ome s as ma ke compe i ion g ows.
Jiang and Zhang (2016) in es iga ed he ecip ocal ela ionship be ween online and
o line channels in e ail h ough imp o ed channel in eg a ion. Resea ching 552 Chi-
nese cus ome s who used mul iple channels om he same e aile , he s udy uses pa ial
leas squa es s uc u al equa ion modeling o analyze he da a. Fu he mo e, he s udy
es ablishes ha channel in eg a ion has a posi i e and signi ican di ec impac on channel
ecip oci y while i mode a es he impac o us on channel ecip oci y h ough online o
o line p emises. The esea ch iden i ies h ee key cons uc s o channel in eg a ion: in e-
g a ed in o ma ion, in eg a ed channel access, and in eg a ed cus ome se ice. Recip oci y
be ween he channel membe s equi es ha us is ans e ed o membe s on he o he
side o he channel; membe s on bo h sides should e e channels o each o he , and he
membe s should ans e he image o he o he side’s channel. The indings o his s udy
will be use ul o mul ichannel e aile s who would like o acili a e he blu ing be ween he
digi al and physical en i onmen s o make hei cus ome s’ in e ac ions wi h he physical
s o e posi i e, and hence he cus ome s a e loyal.
Re lec ing on he in luence o digi aliza ion in he ield o MC in he Russian pha ma-
ceu ical sec o , which is exposed o B2B and B2C con ex s, Azoe e al. (2019) in es iga ed
he ield’s ends. The s udy ocused on he need o synch onize he online and o line
en i onmen s in line wi h he p inciples o omnichannel o achie e posi i e ou comes in he
in e ac ion p ocess wi h pa ne s, in e media ies, and end cus ome s. Re e ing o he as
inc eases in he Russian pha maceu ical ma ke and suppo ed by go e nmen al ac ions,
he esea che s poin ou ha Russian companies s ill ha e o enhance hei speed o adjus -
ing o inno a ions in digi aliza ion. The s udy analyzed he s uc u al changes in Russian
Adm. Sci. 2024,14, 210 15 o 17
Da a A ailabili y S a emen : All da a used a e eely a ailable on he In e ne .
Con lic s o In e es : The au ho s decla e no con lic o in e es .
Re e ences
Abbas, Sid a, Gab iel A elino Samped o, Sh wai Alsubai, S ephen Ojo, Ahmad Almadho , Abdullah Al Hejaili, and L’ubomí a
S ažo ská. 2024. Ad ancing Heal hca e and Elde ly Ac i i y Recogni ion: Ac i e Machine and Deep Lea ning o Fine-G ained
He e ogenei y Ac i i y Recogni ion. IEEE Access 12: 44949–59. [C ossRe ]
Ak e , Shah ia , Samuel Fosso Wamba, and John D’Amb a. 2019. Enabling a ans o ma i e se ice sys em by modeling quali y
dynamics. In e na ional Jou nal o P oduc ion Economics 207: 210–26. [C ossRe ]
Aliaj, E jola, and Ed ana Ti i. 2023. E-comme ce egula ion in Albania. Ju idical T ibune 13: 443–55. [C ossRe ]
Ansha i, Muhammad, Mohammad Nabil Almunawa , Syamimi A i Lim, and Abdullah Al-Mudimigh. 2019. Cus ome ela ionship
managemen and big da a enabled: Pe sonaliza ion & cus omiza ion o se ices. Applied Compu ing and In o ma ics 15: 94–101.
[C ossRe ]
Azoe , G igo ij, Elena Suma oko a, and Galina Bu ko skaya. 2019. Ma ke ing communica ions in eg a ion in heal hca e indus y:
Digi aliza ion and omnichannel echnologies. Pape p esen ed a he In e na ional Scien i ic and P ac ical Con e ence on Digi al
Economy (ISCDE 2019), Chelyabinsk, Russia, No embe 7–8.
Baines, Da in, Lo e S ig Nø gaa d, and Cha lo e Rossing. 2020. The ou h Indus ial Re olu ion: Will i change pha macy p ac ice?
Resea ch in Social and Adminis a i e Pha macy 16: 1279–81. [C ossRe ]
Bane jee, Somna h, and P adeep Bha dwaj. 2019. Aligning ma ke ing and sales in mul i-channel ma ke ing: Compensa ion design o
online lead gene a ion and o line sales con e sion. Jou nal o Business Resea ch 105: 293–305. [C ossRe ]
Bomba d, Y onne, G. Ross Bake , Elaina O lando, Ca ol Fanco , Pooja Bha ia, Selina Casalino, Kanecy Ona e, Jean-Louis Denis, and
Ma ie-Pascale Pomey. 2018. Engaging pa ien s o imp o e quali y o ca e: A sys ema ic e iew. Implemen a ion Science 13: 98.
[C ossRe ]
Cao, Lanlan, and Li Li. 2015. The impac o c oss-channel in eg a ion on e aile s’ sales g ow h. Jou nal o Re ailing 91: 198–216.
[C ossRe ]
Desai, T up i. 2023. To S udy The Impac o Social Media Ma ke ing on Buying Beha io o Cus ome s—A Case S udy o Heal hca e
P oduc s. Jou nal o ReA ach The apy and De elopmen al Di e si ies 6: 91–112. [C ossRe ]
Dhan aj, G. Joy Samuel, and B. La ha La anya. 2022. Re ail channel s a egy: An omni-channel app oach in communi y pha macies
using he heo y o planned beha iou . In e na ional Jou nal o Heal h Sciences 6: 9231–42. [C ossRe ]
Dimoula, Ma ia, Thomas Fo iadis, Dimi is Folinas, and An onios Gas e a os. 2018. Con on ing Pha maceu ical P oduc s Selec ion
C i e ia: A Compa a i e Su ey o Consume s in G eece, F ance and Bulga ia. Eu opean Economic Le e s 11: 23–25.
Dumi u, O idiu Ioan, and And ei Vio el Tomescu. 2020. Eu opean consume law in he digi al single ma ke . Ju idical T ibune 10:
222–38.
Fun a, Ras isla , and Ma ián Ho á h. 2024. Can he Pla o m Ope a o , Who Ac s as a P o ide on His Own Pla o m, Fa o Himsel
o e Thi d-Pa y P o ide s? Ju idical T ibune—Re iew o Compa a i e and In e na ional Law 14: 227–42. [C ossRe ]
Gadgil, Ru uja, Ma k V. Si acuse, Ke in T. Fuji, and James D. B amble. 2024. Impac o he COVID-19 pandemic on pha macis s
p ac icing in communi y pha macies in he s a e o Neb aska. Jou nal o he Ame ican Pha macis s Associa ion 64: 102075. [C ossRe ]
[PubMed]
Halpe n, Sco D., Robe D. T uog, and F anklin G. Mille . 2020. Cogni i e bias and public heal h policy du ing he COVID-19
pandemic. JAMA 324: 337–38. [C ossRe ]
He, Hongwei, and Lloyd Ha is. 2020. The impac o COVID-19 pandemic on co po a e social esponsibili y and ma ke ing philosophy.
Jou nal o Business Resea ch 116: 176–82. [C ossRe ]
Helkkula, Anu, Ch is ian Kowalkowski, and Bå d T on oll. 2018. A che ypes o se ice inno a ion. Jou nal o Se ice Resea ch 21:
284–301. [C ossRe ]
Hu ina, Olena, Vi alii Ka penko, Olha Vdo ichena, Liubo Lipych, and Volodymy He ylo. 2023. B2B Ma ke ing S a egies: Value
C ea ion, Key Cus ome Acquisi ion and P ese a ion. Financial-C edi Ac i i y: P oblems o Theo y and P ac ice 5: 43–48. [C ossRe ]
Inas, Salma, and P awi a Faja ind a Belgiawan. 2023. De eloping ma ke ing s a egy ini ia i es o enhance cus ome acquisi ion and
cus ome e en ion o MedTech s a up (Case s udy: Rili ). In e na ional Jou nal o Cu en Science Resea ch and Re iew 6: 5114–19.
[C ossRe ]
I awan, Clai ine, Budi Susan o, and Rismi Juliadi. 2020. Implemen a ion o Digi al Ma ke ing a P in ing Company o Inc ease
Cus ome Acquisi ion and Cus ome Re en ion (Case S udy: Ci a K easindo Mandi i Company). Pape p esen ed a he
In e na ional Con e ence on Global Inno a ion and T ends in Economy 2020, Online, No embe 5.
I gang, Luís, Hen ik Ba h, and Magnus Holmén. 2023. In e o ganiza ional ela ions in new p oduc -se ice sys ems de elopmen :
The ole o complemen a y capabili ies. In New Business Models Con e ence P oceedings 2023. Maas ich : Maas ich Uni e si y
P ess. [C ossRe ]
Jiang, Hongwei, and Yahua Zhang. 2016. An in es iga ion o se ice quali y, cus ome sa is ac ion and loyal y in China’s ai line ma ke .
Jou nal o Ai T anspo Managemen 57: 80–88. [C ossRe ]
Adm. Sci. 2024,14, 210 16 o 17
Kaššaj, Michal. 2023. A C i ical Analysis o he Righ s and Obliga ions o he Manage o a Limi ed Liabili y Company: Manage ial
Legisla i e Basis. Laws 12: 56. [C ossRe ]
Kaššaj, Michal, and Tomáš Pe áˇcek. 2024a. Sus ainable Connec i i y—In eg a ion o Mobile Roaming, WiFi4EU and Sma Ci y
Concep in he Eu opean Union. Sus ainabili y 16: 788. [C ossRe ]
Kaššaj, Michal, and Tomáš Pe áˇcek. 2024b. Syne gies and Po en ial o Indus y 4.0 and Au oma ed Vehicles in Sma Ci y In as uc u e.
Applied Sciences 14: 3575. [C ossRe ]
Klaysung, Chu ima, Somsak Klaysung, and T iyu h P omsi i. 2022. Co po a e social esponsibili y (CSR) ela ionship be ween
cus ome us and cus ome sa is ac ion on cus ome s loyal y in e ail business in Thailand. In e na ional Jou nal o Heal h Sciences
6: 286–98. [C ossRe ]
Lim, Xin-Jean, Jun-Hwa Cheah, Jenni e Yee-Shan Chang, Weng Ma c Lim, Alas ai M. Mo ison, and Yogesh K. Dwi edi. 2024. Pay
wi h a smile? Modelling he con inuance use in en ion o acial ecogni ion paymen . In e ne Resea ch.ahead-o -p in . [C ossRe ]
Lin, Ting. 2021. Analysis on he de elopmen s a egies o adi ional e ail en e p ises’ digi aliza ion unde he backg ound o big
da a. Pape p esen ed a he Six h In e na ional Con e ence on In o ma ion Managemen and Technology, Jaka a, Indonesia,
Augus 19–20.
Los ako a, Hana, and Ve a Ho ako a. 2014. Use ulness o ools o enhance e en ion and loyal y in pu chasing OTC d ugs om he
pe spec i e o clien s o B&M pha macies. P ocedia-Social and Beha io al Sciences 150: 576–89. [C ossRe ]
Lu ayo, F ed ick M. 2017. Mul i-channel ma ke ing s a egies on pe o mance o Pha maceu ical Companies in Kenya: A case o
Nai obi Coun y. In e na ional Jou nal o Business Managemen , En ep eneu ship and Inno a ion 3: 17–35.
Ma zouk, Oma , Joni Salminen, Pengyi Zhang, and Be na d J. Jansen. 2022. Which message? Which channel? Which cus ome ?
Explo ing esponse a es in mul i-channel ma ke ing using sho - o m ad e ising. Da a and In o ma ion Managemen 6: 100008.
[C ossRe ]
Mu ambik, Ib ahim, John Lee, Abdullah Almuq in, and Zayah H. Alha bi. 2024. Iden i ying he Ba ie s o Accep ance o Blockchain-
Based Pa ien -Cen ic Da a Managemen Sys ems in Heal hca e. Heal hca e 12: 345. [C ossRe ]
Palma ie , Robe W., Eugene Si adas, Louis W. S e n, and Adel I. El-Ansa y. 2019. Ma ke ing Channel S a egy. London: Rou ledge.
Pan ano, Eleono a, Cons an inos-Vasilios P ipo as, and Giuseppe Migliano. 2019. Reshaping adi ional ma ke ing mix o include
social media pa icipa ion. Eu opean Business Re iew 31: 162–78. [C ossRe ]
Pe áˇcek, Tomáš. 2022. E-comme ce and i s limi s in he con ex o he consume p o ec ion: The case o he Slo ak Republic. Ju idical
T ibune—T ibuna Ju idica 12: 35–50. [C ossRe ]
P abowo, Yulius Denny, Achmad Imam K is ijan o o, Ha co Leslie Hend ic Spi s Wa na s, and Widodo Budiha o. 2021. Sys ema ic
Li e a u e Re iew on Abs ac i e Tex Summa iza ion Using Ki chenham Me hod. ICIC Exp ess Le e s, Pa B: Applica ions 12:
1075–80. [C ossRe ]
P oença, Ma ia Helena Dias. 2021. The Applica ion o Social Media o Ma ke ing S a egies in Pha ma Heal hca e. A ailable online:
h ps:// eposi o io.isc e-iul.p /handle/10071/25816 (accessed on 25 Augus 2024).
Qa o, Dima, Shannon Zenk, Jocelyn Wilde , Rachel Ha ing on, Da ell Gaskin, and Caleb Alexande . 2016. The a ailabili y o
pha macies and pha macy se ices in he Uni ed S a es: 2007–2015. Value in Heal h 19: A268. [C ossRe ]
Rahayu, S i, El i a Rahmadani, Ely Sya i i, Luluk S i Agus P ase yoningsih, M. Fa uq Ubaidillah, and Mona Ta akoli. 2022. Teaching
wi h Technology du ing COVID-19 Pandemic: An In e iew S udy wi h Teache s in Indonesia. Educa ion Resea ch In e na ional
2022: 1–9. [C ossRe ]
Rokonuzzaman, Md, and Audhesh Paswan. 2017. E ec o p oduc e u n policy on consume ’s isk pe cep ion, s o e image, and s o e
pa onage: A causal in es iga ion (Abs ac ). In C ea ing Ma ke ing Magic and Inno a i e Fu u e Ma ke ing T ends. De elopmen s in
Ma ke ing Science: P oceedings o he Academy o Ma ke ing Science. Cham: Sp inge , pp. 779–79. [C ossRe ]
Sch eine , Timo, Alexand a Rese, and Daniel Baie . 2019. Mul ichannel pe sonaliza ion: Iden i ying consume p e e ences o
p oduc ecommenda ions in ad e isemen s ac oss di e en media channels. Jou nal o Re ailing and Consume Se ices 48: 87–99.
[C ossRe ]
S i as a a, Rahma Kona, and Sadhna Wagh. 2017. Fac o s impac ing consume pu chase beha iou o pha maceu ical p oduc s.
In e na ional Jou nal o Heal hca e Managemen 13: 113–21. [C ossRe ]
S and, Ma k A., Jackie Telle s, Alan Pa e son, Alex Ross, and Lau a Palombi. 2016. The achie emen o public heal h se ices in
pha macy p ac ice: A li e a u e e iew. Resea ch in Social and Adminis a i e Pha macy 12: 247–56. [C ossRe ]
Subas i, Ma hushan, Da id Ba e , Jo ana Sibalija, Lisa Bi acola, and Richa d B. Kim. 2021. Pha macogenomic-based pe sonalized
medicine: Mul is akeholde pe spec i es on implemen a ional d i e s and ba ie s in he Canadian heal hca e sys em. Clinical
and T ansla ional Science 14: 2231–41. [C ossRe ]
Su esh, A. Sadhna, and El on Jo en D’Souza. 2019. Fac o s o e icien dis ibu ion channel and i s impac on channel supe io
pe o mance: E idence om he Indian pha maceu ical indus y. In e na ional Jou nal o Managemen S udies VI: 23. [C ossRe ]
Tamilmani, Ku imani, N ipend a P. Rana, and Yogesh K. Dwi edi. 2019. Mul i-channel digi al ma ke ing s a egy in an eme ging
economy: The case o Flin obox in India. In Digi al and Social Media Ma ke ing. Cham: Sp inge , pp. 239–48. [C ossRe ]
To kaman, Hassan, Ab Razak Che Hussin, and A ash Baya Shahbazi. 2015. De eloping a F amewo k o Mul i Channel E-ma ke ing.
Jou nal o In o ma ion Sys ems Resea ch and Inno a ion 4: 81–112. A ailable online: h ps://semina .u mspace.edu.my/jis i/
download/F1_FinalPublished/Pub10_Mul i%20ChannelE-Ma ke ingF amewo k.pd (accessed on 25 Augus 2024).
Adm. Sci. 2024,14, 210 17 o 17
T ipa hi, Gau a , and Ka ik Da e. 2017. Se ice quali y and cus ome expe ience: The key o building sus ainable compe i i e
ad an age in ine dine es au an s. In The Indian Hospi ali y Indus y. Palm Bay: Apple Academic P ess, pp. 195–225. [C ossRe ]
Ty äinen, Olli, and Heikki Ka jaluo o. 2019. Omnichannel expe ience: Towa ds success ul channel in eg a ion in e ail. Jou nal o
Cus ome Beha iou 18: 17–34. [C ossRe ]
Ve hoe , Pe e C., Pallassana K. Kannan, and J. Je ey Inman. 2015. F om mul i-channel e ailing o omni-channel e ailing. Jou nal o
Re ailing 91: 174–81. [C ossRe ]
Wick, Alexande , Be nha d Koczian, and L’ubomí a S ážo ská. 2023. The in luence o mul i-channel ad e ising by he pha macy
on cus ome s and iden i ica ion o ad e ising pe cep ions by cus ome s. Pape p esen ed a he 16 h In e na ional Con e ence
Libe ec Economic Fo um 2023, Libe ec, Czechia, Sep embe 5–6.
Yada , Abhay Nandan, Shashikan Mau y, and M Ashu osh Rajpoo . 2024. Mul ichannel Ma ke ing in he Pha maceu ical Sec o :
In eg a ing O line and Online Channels o Maximum Impac . In e na ional Jou nal o Science and Resea ch (IJSR) 13: 1350–53.
A ailable online: h ps://www.ijpsi.o g/Pape s/Vol13(3)/B13030811.pd (accessed on 25 Augus 2024).
Zhang, Mao Yu, Wai Kuan Chong, Hao Hu, and Yi ao Wang. 2014. Pha macy-pe cei ed consume p e e ences: A su ey o communi y
pha macies in Macau. Jou nal o Medical Ma ke ing: De ice, Diagnos ic and Pha maceu ical Ma ke ing 14: 41–48. [C ossRe ]
Zhang, Min, Chengshang Ren, G. Alan Wang, and Zhen He. 2018. The impac o channel in eg a ion on consume esponses in
omni-channel e ailing: The media ing e ec o consume empowe men . Elec onic Comme ce Resea ch and Applica ions 28: 181–93.
[C ossRe ]
Zsigmond, Tibo , Annamá ia Zsigmondo á, and L’ubomí a S ážo ská. 2024. The E ec s o Selec ed Financial Ra ios on Ne P o i —The
Case o En e p ises o V4 Coun ies. Ac a Poly echnica Hunga ica 21: 227–42. [C ossRe ]
Disclaime /Publishe ’s No e: The s a emen s, opinions and da a con ained in all publica ions a e solely hose o he indi idual
au ho (s) and con ibu o (s) and no o MDPI and/o he edi o (s). MDPI and/o he edi o (s) disclaim esponsibili y o any inju y o
people o p ope y esul ing om any ideas, me hods, ins uc ions o p oduc s e e ed o in he con en .
