Abstract:

This paper shows how with the aid of seven central questions, the potential success of ‘eHealth’ (the sale of medicines over the internet) can be ascertained and implications deduced for marketing. A survey of doctors, pharmacists and customers (both demographically representative and of online users) forms the basis for this. At the same time, it is revealed that the survey approach selected can also be applied generally to other markets that are facing or are involved in eCommercialization.