Pharmacies in the U.S.–both brick-and-mortar and mail order–are pushing the envelope when it comes to satisfying their customers, and late-entrants to the field such as Amazon may find it tougher than they think to challenge those at the top of the heap.

According to the J.D. Power 2018 U.S. Pharmacy Study, customers really love their pharmacies, and for reasons that could make it tough for Amazon to keep up—at least in the brick-and-mortar category. For the former, it's the availability of health and wellness services that help boost customer satisfaction, while for mail-order pharmacies it's the timeliness of delivery.

Among brick-and-mortar pharmacies, those located in supermarkets have the highest satisfaction level, scoring an average of 863 out of 1000; those with health and wellness services score 66 points higher in overall satisfaction. Such services are, according to the study, “currently present in 86 percent of chain drug stores, 83 percent of supermarket pharmacies and 75 percent of mass merchandiser pharmacies.”

Mail-order pharmacies' chief test is to have prescriptions ready/delivered when promised; those that do score 78 points higher in overall customer satisfaction. Speedy delivery is also a plus, adding 42 points to overall satisfaction scores when prescriptions are received within five days of completing an order.

And then there's the personal touch. Says the study, “Service with a smile still matters,” pointing out that in brick-and-mortar pharmacies, the second biggest satisfaction driver is “non-pharmacist staff greeted you in a friendly manner,” which can add 64 points to customer satisfaction levels. Among mail-order pharmacies, the report finds, being thanked by non-pharmacist staff is associated with a 17-point increase in satisfaction.

Other factors measured by the study that affect customer satisfaction include the pharmacy's location and environment; out-of-pocket costs and the perceived value of prescription drugs; and the demographics of the customer base.

Out of all types of pharmacies—supermarket, mass merchandiser, chain drug stores and mail order, the Wegman's supermarket chain achieved the highest overall score, with a score of 906.

Instant Insights /

Consumers may hate drug costs, but they like their pharmacies

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