Internet portals for community pharmacies are flavour of the week at the moment as entrepreneurial pharmacists rush to tell The Journal about their latest online ventures. We have details of two more is this issue (p364) and a third was expected to be launched after The Journal went to press.
So what are these portals, what do they offer community pharmacies and will they survive when the internet bubble bursts?
In essence, a portal is a website through which internet users can access the services and products of a variety of different suppliers, manufacturers and information providers in what is supposed to be a "one stop shop". It is claimed that access to a larger range of suppliers, with prices adjusted minute by minute, will give independent community pharmacists greater purchasing power, since they will be able to make more informed decisions, and more quickly, than by using old fashioned, printed price lists.
But will they work? Therein lies the rub. Since none of the portals was operating at the time of writing, it is impossible to measure the claims being made. However, these new sites, which operate business-to-business —B2B in internet-speak - need to be distinguished from the direct-to-consumer sites, such as Pharmacy2u, which have attracted so much attention. At least for B2B sites "the customers already exist", as one proponent put it. The harsh realities of competition and delivery will sort the wheat from the chaff. Only those who can persuade pharmacists to return to their sites will survive. This will only happen if pharmacists use these portals as part of their daily routine. The rest are likely to disappear quickly, especially if the City's current enthusiasm for throwing money at "new technology" evaporates.
It is noticeable that at present the innovations in internet services for pharmacy are coming from independent pharmacies and pharmacists in the main - the major multiples and wholesalers are currently conspicuous by their absence. Is this a case of "fools rush in . . ."? Whether it stems from the flexibility of independents or the reservations of the big players is not clear. "First mover" advantage is supposed to count for a lot in the digital economy, but this remains to be proven in pharmacy.
Community pharmacists need to keep themselves abreast of these new developments and to make sure they have the requisite technology to use any new services which are being offered to them. The internet will become an increasing part of daily life for businesses - as has been said: "In the future, all commerce will be e-commerce".