When choosing where to buy prescription drugs, brand loyalty takes a back seat to price and access where they already shop.

Digital formats and trusted clinical settings are turning it into a performance channel driving treatment discussions and uptake.

CVS' new Health100 is designed to let consumers—even outside CVS’ network—manage their health more efficiently through tech. But industry adoption may lag.

The retailer is sidestepping in-person medical care and insurance complexities in hopes of turning pharmacy traffic into weight loss drug customers.

The offering lets employers subsidize employees’ cash-pay price—sidestepping opaque PBM rebates and helping rein in rising pharmacy costs.

Aetna is finally finding its footing, managing medical costs more effectively, even as industry-wide pressures remain.

Better-staffed pharmacies could become Walmart’s edge, even as more consumers move online.

The healthcare giant’s forecasted decline in revenues signals an industry-wide pivot from expansion to cost discipline.

AI’s growing clout in healthcare and pharma and candid confessions from drugmaker CEOs dominated the narrative at JPM 2026.

Walmart’s low-risk online health hub could funnel customers to retail and pharmacy without the heavy overhead of primary care.

Marc Cuban Cost Plus Drug online pharmacy founder Mark Cuban wants the Trump administration to waive generic drug regulatory approval fees, the entrepreneur told Reuters. Cuban’s push into US manufacturing could help lower prices for some high-cost generic drugs by adding competition where little currently exists.

Novo Nordisk is partnering with Costco to offer the retailer’s members Ozempic and Wegovy for $499 per month, or about half off what the medications cost patients without insurance. Novo tapping into Costco’s customer base of over 100 million US cardholders is a savvy play, especially considering that Costco members skew toward higher-income compared with shoppers generally. Novo and Costco can specifically market to new mothers and families broadly who may be struggling with weight gain due to their busy lives.

The news: CVS is expanding primary care services at its MinuteClinics via partnerships with health systems, per Modern Healthcare. The final word: We don’t see CVS’ MinuteClinic affiliations with healthcare providers as a signal that retail healthcare is making a comeback. CVS is in a different position from other retail clinic operators since it can steer Aetna members to its medical services. But consumers have made it clear that they’re not too interested in getting healthcare at drugstores where unhealthy items like junk food are sold—especially when there are a plethora of other options. Companies that want to stay in the retail clinic space would be wise to position their services around nutritious food items, OTC health supplements, and pharmacist support to show folks they’re serious about being a patient care destination.

The news: Costco has opted against dispensing the FDA-approved abortion pill mifepristone at its 500+ pharmacy locations, per Bloomberg. Our take: Costco's position could offend many of its customers and reverse the goodwill it has earned by holding firm on its DEI policies amid right-wing criticism. Costco might risk further brand damage if it stands by the reason of weak consumer demand when there’s evidence showing an uptick in medication abortions.

The trend: Consumers are less satisfied with chain drugstores than with mail-order pharmacies, mass market merchandisers, and supermarket pharmacies, according to JD Power’s US Pharmacy Study. Our take: We expect consumers to increasingly explore different channels for getting their prescriptions, both in-person and online—especially folks in areas affected by drugstore closures. CVS and Walgreens have a built-in advantage of established pharmacy customers, but will lose more of them if they don’t address long lines at the counter and improve their online and in-app capabilities.

The trend: Older consumers pick up their prescription medicines in person more often, while Gen Z looks to buy Rx drugs online, per M3 MI’s Consumer Health Study of over 20,000 US adults. The takeaway: Drugmakers can lean into tailored marketing efforts that match age demographics and retail preferences. Amazon Pharmacy doesn’t take ads, but pharma companies can show young people getting Amazon Rx deliveries. On the flip side, feature older actors or promote vaccine messages via retail media in grocery stores.

On today’s podcast episode, we discuss the main reasons YouTube is the most watched platform on TVs, how “Planet YouTube’s” gravitational pull is disrupting other media types, and what the biggest threat to its dominance is. Join Senior Director of Podcasts and host Marcus Johnson, Vice President and Principal Analyst Jasmine Enberg, and Principal Analyst Bill Fisher for the conversation. Listen everywhere and watch on YouTube and Spotify.

Once valued at $100 billion in 2015, Walgreens Boots Alliance has seen its market value plummet to approximately $10 billion today, with shares down 45% in the last 12 months—making it the worst-performing stock in the S&P 500 in 2024.

Consumers are turning to digital channels for medical information and advice and to research healthcare products, treatments, and services. Here’s what healthcare and pharma marketers need to know about converting information-seeking consumers into customers.