What Are The Key Features Of A Successful Online Pharmacy?

Oct 30, 2023

A successful pharmacy website design is not only about selling products, but also about understanding and empowering customers to help them take care of their health and wellbeing, or that of their loved ones. This helps to establish the business as a trusted brand and not only an ecommerce store but also a source of information and advice.

In essence, the digital pharmacy should act as an online version of a traditional community store, where customers feel welcome and supported to help them meet their healthcare queries and needs. Here are the key considerations to take into account when designing an online pharmacy store.

User friendly navigation

At the heart of a successful ecommerce pharmacy is a good user experience. Web technology is constantly evolving and it’s important to keep up to date and ensure that you adhere to best practice and don’t lose customers to rival sites. The website should have a clean and clear layout that is intuitive to navigate.

The products and services should be divided into easily recognisable categories that are displayed in a prominent place on the site. This should be supported by an easy to find and comprehensive search facility that returns swift and relevant information.

High quality product listings

When selling medical products, it’s essential that the product listings are accurate and up to date. This is not only for regulatory purposes but also to establish the business as a trustworthy and helpful brand. The product descriptions should include authoritative advice on how medications should be used and who is safe or not safe to use them.

Other important details to include are recommended dosage, and any potential side effects. They should also be accompanied by clear high resolution images that show the product both in and out of the packaging.

Responsive design

The online pharmacy should be easily accessible across a range of devices, including smartphones, tablets, laptops and desktops. This means that the site should be designed with device-responsiveness at the forefront from the very first stages, rather than adapted as an afterthought. 

A robust responsive design will ensure consistency of user experience across all devices, widening the scope of the potential customers and ensuring a reliable and efficient service and payment delivery.

Customer support and information

Accurate and clear information and advice about common health conditions helps to establish the pharmacy as an authoritative brand that generates web traffic and customer loyalty. Features such as live chat can help site users to get the answers to common queries, and also reduce the amount of calls and emails to the customer service team.

It is helpful to create a dedicated frequently asked questions section that addresses some of the most common health concerns. This not only helps to build strong customer relationships, but can also increase the chances of the website being listed highly in search engine rankings.

A blog that is regularly updated with fresh and relevant educational content is also a good way to engage with customers and keep ahead of current or seasonal health issues, such as flu, winter vomiting viruses, or dehydration. The content can also be sent to email subscribers to keep them well informed and to keep the business fresh in their minds.

Robust security and customer privacy measures

Customers are often required to give sensitive personal information to an online pharmacy, so robust data protection should be a high priority. The site should be protected with the most up to date security measures and it should also strictly adhere to the GDPR data protection regulations. 

A site that issues prescription medications should work closely with the healthcare provider to ensure that all the prescriptions are valid and appropriate. 

All online pharmacies in the UK should be registered with the General Pharmaceutical Council (GPhC), who operate a voluntary internet pharmacy logo scheme to provide reassurance to users that the site is legitimate and meets the required standards. 

A range of secure payment options 

Online pharmacy customers may be particularly cautious about making payments online, particularly if they are from the older generation. Therefore the payment process should be clear and efficient, with a range of secure options available including credit or debit cards and integration with popular payment platforms such as PayPal. 

A virtual consultation service

You may wish to consider providing a virtual consultation service to offer guidance and advice on common health problems and to ensure that all medications are being used in a safe and appropriate manner.