Abstract

Just as the internet has transformed how we communicate and share, it is now transforming how we work, and of course, how we shop and particularly, in the healthcare sector, this theme is becoming prominent. Starting from two observed events: 1. the growing market demand of healthy products toward internet channels and 2. the importance to safely regulate that market, to prevent the danger naturally associated to the drugs sale on the net, the article has been drawn up to analyse the future Italian scenario where the OTC pharmaceuticals will be traded online (Vagnozzi, 2015) as sustained by the new normative evolution. The environment of the pharmacy is undergoing a change due to both the recent possibility to adopt the net as a channel to sell pharmaceuticals (prescription ones are not taken into consideration) and the necessity to provide responses to the new type of pharmacy-Clients who are more attentive toward the topic. In this situation develops an Internet Pharmacy which is different in the structure as well as in the new functions of the pharmacist who should assume a new managerial role, to be able to manage his own point of sale .