TROY, Mich. — The inaugural J.D. Power U.S. Pharmacy Digital Experience Study underscores the growing importance of digital touchpoints in driving pharmacy customer loyalty and satisfaction. The research found that fewer than half of customers with low satisfaction scores (500 or below on a 1,000-point scale) said they would return to the same pharmacy. In contrast, more than 90% of customers with satisfaction scores above 801 indicated they would return. The study also revealed that customers who use pharmacy websites report higher satisfaction levels than those who rely on mobile apps. The findings highlight how delivering a strong digital experience can boost customer retention and encourage continued engagement across digital channels.
“The digital experience is no longer a secondary channel; it’s a foundational element of customer engagement and loyalty for pharmacies,” said Eric McCready, senior director of digital solutions at JD Power. “Study data reveals that when customers experience a positive digital journey, their continued engagement is nearly assured. Conversely, a poor experience risks deterring more than half of them. This emphasizes the need for pharmacies to strategically invest in seamless and intuitive digital solutions, transforming them from mere tools into powerful drivers of customer retention and sustained brand relationships.”
“Study data reveals significant gaps between what pharmacies currently offer digitally and what customers actually need,” said Meaghan Hafner, Senior Director of Healthcare Solutions at JD Power. “Many pharmacies are still treating digital channels as add-ons rather than core business drivers. To compete effectively, pharmacies must prioritize features that matter most to their customers, whether that’s prescription management, medication reminders or seamless integration with in-store services. Those pharmacies that use digital to enhance the entire customer journey, not just transactions, will retain loyalty.”
Study Rankings
H-E-B ranks highest among brick-and-mortar pharmacies with a score of 724. Publix (713) ranks second and Costco (709) ranks third.
Kaiser Permanente ranks highest among mail order pharmacies with a score of 746. Amazon Pharmacy (741) ranks second and CVS Caremark (720) ranks third.
The U.S. Pharmacy Digital Experience Study measures customer satisfaction with brick-and-mortar and mail order pharmacy digital channels based on performance in four factors: design, performance, information and tools/capabilities. The inaugural study this year is based on responses from 5,057 pharmacy customers who used a digital channel in the past six months. Awards are based on overall satisfaction combined across Desktop Website, Mobile Website and Mobile App channels.
For more information about the U.S. Pharmacy Digital Experience Study, visit https://www.jdpower.com/business/pharmacy-digital-experience-study/.
