Enhancing the Efficacy of Pharmaceutical E-Commerce Through Omni-Channel Coordination

Enhancing the Efficacy of Pharmaceutical E-Commerce Through Omni-Channel Coordination

Ge Yang, Xingwang He
Copyright: © 2023 |Pages: 20
DOI: 10.4018/IJISSCM.330147
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Abstract

In the current era of e-commerce, the pharmaceutical industry has not experienced the same level of growth as regular commodities due to the high costs associated with home delivery and the perceived risks associated with purchasing drugs online. This paper proposes an omni-channel strategy to address these challenges, involving an “order online, home-delivery offline” approach between e-pharmacies and drugstores, with telemedicine serving as a coordination mechanism between e-pharmacies and hospital doctors. The proposed strategy achieves a seamless patient experience during online diagnosis. To analyze its feasibility, the paper employs optimization techniques to compare the profits of supply chain members in both omni-channel and non-omni-channel scenarios. The results demonstrate that the proposed strategy is both practical and efficient, boosting patients' trust in e-commerce and improving the profitability of the pharmaceutical industry.
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Literature Review

This paper presents an omni-channel strategy for the pharmaceutical supply chain under an e-commerce environment, and two research areas closely related to our model are reviewed. Firstly, we analyze existing literature on pharmaceutical e-commerce, followed by a review of the literature on omni-channel supply chains.

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