Digital Pharmacies 2022

Disruptors or Just Another Delivery Channel?

About This Report
Dozens of digital pharmacies have appeared in recent years, jostling for consumers’ attention alongside the digital twins of national retail chains and mass merchandisers. The threat of recession may send more consumers online, looking for lower prescription prices.

Executive Summary

Like death and taxes, rising drug prices seem inevitable for US consumers. But rising prices on other goods like gasoline and groceries mean hard choices for households with tight budgets, and medications are often abandoned for other necessities. The internet is a first stop for many consumers looking for healthcare information—and better prices. Now may be the moment digital pharmacies make their play.


  1. What channels are consumers using to buy prescription drugs, and how have those changed in recent years?
  2. What are the challenges and digital opportunities for online pharmacies to appeal to consumers?
  3. Who is poised to win in the face of economic uncertainty?

WHAT’S IN THIS REPORT? We look at the US prescription drug market and how digital pharmacies are jockeying for consumers’ attention by offering low prices, transparency, and free delivery.

KEY STAT: US prescription drug spending will continue to rise through 2026, based on the growing number of people with one or more chronic conditions—which includes adults of all age groups. It’s not just seniors who need regular medications.

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    Table of Contents

    1. Executive Summary
    2. Key Points
    3. Soaring Drug Prices Send Consumers Online
    4. Convenience vs. Cost vs. Loyalty
    1. Digital Players Jockey for Position
    2. Positioning for Uncertainty
    3. Insider Intelligence Interviews
    4. Read Next
    1. Sources
    2. Media Gallery

    Interviewed for This Report

    Eric Kinariwala
    Founder and CEO
    Interviewed June 27, 2022
    Satish Srinivasan
    Founder and CEO
    Interviewed June 28, 2022

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    Lisa Phillips


    Jeane Han
    Senior Researcher
    Rajiv Leventhal
    Analyst, Digital Health