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    An interesting article I recently came across was about Amazon’s new venture within the pharmaceutical industry. Just last week, the company launched its services for providing Amazon Prime members access to prescribed generic medications. The company’s subscription plan is referred to as the RxPass (01/24/2023). With it, members have unlimited access to a variety of medications that treat conditions such as high blood pressure, anxiety, and acid reflux.

    What’s more interesting is that existing Amazon Prime members not only can receive the benefits of free two-day delivery shipping, Prime video streaming, and low-competitive pricing, but with an additional charge of $5, members can obtain needed medication to treat common medical conditions. In addition, members who are prescribed multiple medications have unlimited access to the available medicines provided by Amazon at just the flat rate of $5, allowing them to save time and money, as opposed to shopping at CVS or Walgreens. The charge is about half the amount an individual would pay for prescription drugs online (specifically Amazon Pharmacy).

    The RxPass was Amazon’s following venture after they introduced Amazon Pharmacy back in 2020. Preceding that; the company purchased PillPack in 2018, which was an online pharmacy company developed out of Massachusetts in 2013. Remarkably, Amazon noticed an opportunity to provide customers with a simple-to-use system where they could supply medication to customers through their delivery services. Gathered reports detected that U.S. households using Prime membership increased significantly was one of the factors causing the company’s entry into the pharmaceutical market. As a result of this venture, pharmaceutical companies like Rite-Aid, CVS, and Walgreens have been struggling to retain customers. According to CNBC news, the three companies combined lost approximately $11 billion in market value back in 2018.

     The value proposition I detected in Amazon’s advertising scheme was that it saved time and money and provided customers with a simple-to-use system that allows them to access products required for their well-being. The contents the company inserted into the media, whether it be through its website, news channels, or social media platforms, all expressed the company’s efforts to make its products readily available and cost-affordable. In addition, their website lists details and customer reviews about the products. Unlike the major companies that focus on selling their brand and distracting buyers with bold lettering and some vibrant artwork, Amazon keeps it simple. Instead, the company displays pictures, similar items, customer reviews, product details, and supportive content that presents the buyer with satisfying information. With the company’s amazing reputation in online retailing, many are already aware of how easy it is to purchase almost anything. Now, customers of the elderly age or unwell can make purchases with just a click of a button.

    Truthfully, Amazon’s robust attitude has allowed them to take on new ventures and enter new industries. The pharmaceutical industry is a billion-dollar business that Amazon has its gaze upon, and so far, they have satisfied customers’ demands. Through the company’s methods, a few challenges have arisen. Contracts and agreements were some of the challenges experienced throughout the company’s journey. Hospitals and Pharmaceutical companies see Amazon as a threat, and some are not on board with the company’s entry. However, the Apex company still progresses forward with goals of reaching every target customer in an expedient manner.

    Much of what I discovered from researching the company illustrates its insatiable appetite for success. Obstacles and boundaries are minor setbacks for the company, though, with time and proper planning, Amazon always seems to bounce back. For example, the company ended its Amazon Care services back in 2022 because it realized it lacked the ability to fully sustain a significant number of customers. So, efforts were shifted, and out came the RxPass. Now, customers have the luxury of ordering prescribed medication and receiving them in two days.




work-cited:

https://www.aboutamazon.com/news/retail/introducing-rxpass-from-amazon-pharmacy-a-5-prescription-subscription-that-helps-prime-members-who-take-multiple-medications-save-time-and-money

https://www.fiercehealthcare.com/health-tech/amazon-care-shutting-down-end-2022-tech-giant-said-virtual-primary-care-business-wasnt

https://www.youtube.com/watch?v=RZKpHgw3Usg

https://www.seattletimes.com/business/amazon-pulls-the-plug-on-its-health-care-service-amazon-care/

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