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Drugstore.com has long published its prices for branded and generic medications online. Now it is giving its competitors play on its own site: The online pharmacy has added its competitors’ prices to its Price Checker feature.
Drugstore.com Inc. positions itself as providing lower prices on both branded and generic medications, and it has launched a new feature on its site to underscore that value proposition. Its Price Checker feature, which enables visitors to quickly determine prices for drugs sold on the site, has been expanded to include competitors’ prices for Drugstore.com’s 100 top-selling drugs.
Drugstore.com, No. 32 in the Internet Retailer Top 500 Guide to Retail Web Sites, claims prices up to 30% lower for branded and 70% lower for generic drugs than typically offered by bricks-and-mortar pharmacies. The addition of competitor prices to the Price Checker feature is in part a response to recent announcements by some bricks-and-mortar pharmacies saying they will sell a limited number of generic drugs in-store for $4 for a 30-day supply, the company says. But according to the company, its prices on generics are often lower on a per-unit basis with the purchase of a 90-day supply.
“We’ve always made our prices clear and visible, and believe this enhanced Price Checker with competitor prices for top-selling medications provides our customers with the information they need,” says CEO Dawn Lepore. “In addition to our low drug prices, we are committed to providing our customers with the information they need to spend their health care dollars wisely.”
Drugstore.com publishes its prices online for more than 4,000 prescription drugs it sells. The site gets visits each month from more than 1 million consumers looking for information on drugs, the retailer says.