The dramatic rise in fake reviews underscores the necessity for online pharmacies to ensure customer reviews are authentic so that patients can make reliable, informed decisions about their health.
A recent study on the potential use of generative artificial intelligence (AI) software to fabricate patient reviews found that more than 30% of fake reviews written using ChatGPT cannot be detected using commercial AI detection tools.
This is an alarming statistic considering fake reviews (including those that may have been written using AI) account for approximately a third of all online reviews according to Business Insider. In the context of e-commerce platforms in the UK, more than 27% of all reviews are believed to be fake as per UK government research.
To counter this trend and strengthen consumer confidence in their products and services, a handful of online pharmacies such as Pharmica are setting the standard for authenticity by prioritising the use of closed-loop review platforms like Feefo. These platforms only publish genuine reviews based on the experiences of purchasing customers and patients.
The importance of verified reviews in the online pharmacy industry
The online pharmacy industry has grown substantially in recent years as customers increasingly look to purchase medication and healthcare products online. This trend has emphasised the crucial role of verified customer reviews in ensuring a transparent relationship between pharmacies, such as Pharmica, and their customers.
Having recently won the Feefo Platinum Service Award 2024 with the highest number of verified reviews of any other online pharmacy, Pharmica is taking a hard stance against misinformation and deception.
This accolade is particularly significant given recent revelations about the use of fake reviews by companies in the healthcare industry as a means of gaining market share at the expense of patient safety, according to a BBC investigation.
Pharmica’s prioritisation of closed-loop review platforms like Feefo
As a closed-loop review platform, Feefo only allows customers who have purchased a product and used the services of an online pharmacy to leave a review. Each transaction is verified before review invitations are sent to eliminate the possibility of fake reviews and to ensure that only genuine customer experiences are shared.
Pharmica is rated 4.9/5 and has 59,094 verified reviews on Feefo as of 19th February 2024 (the highest of any online pharmacy in the UK - see Graph 1). These statistics exemplify the credibility and trustworthiness of Pharmica in the UK online pharmacy industry.
Rishi Krishna, Founder and CEO of Pharmica, said:
"It appears to be easier than ever for AI tools to be used to write fake customer reviews and feedback. It’s especially concerning in the online pharmacy industry, where such reviews can impact the ability of patients and customers to make informed decisions about their health. At Pharmica, we hold authenticity in the highest regard and go above and beyond to present genuine customer feedback with complete transparency. We’re honoured to win this [Feefo Platinum Trusted Service] award with the largest number of genuine reviews, along with the highest review rating in our category 4 years in a row.”
With the online pharmacy market estimated to grow by 5.95% per year (2024 to 2028) and the proliferation of AI tools showing no signs of abating, the potential risk to customer health is increasingly evident.
This emphasises how important it is for companies to obtain verified reviews on closed-loop platforms to establish trust and credibility among consumers in a world that is increasingly influenced by AI.
This emphasises how important it is for companies to obtain verified reviews on closed-loop platforms to establish trust and credibility among consumers in a world that is increasingly influenced by AI.
About Pharmica
Established in 2015, Pharmica is a fully regulated online pharmacy in the UK that uses technology and automation to make the pharmacy experience convenient and accessible. Patients can seamlessly order clinically proven treatments online for quick and discreet delivery.
Pharmica performs clinical checks on all orders to ensure patient safety and dispenses treatments from its London-based registered pharmacy. The online pharmacy also offers research-based health advice through medically reviewed articles regularly published on the ‘Health Hub’ section of its website and through a weekly email newsletter.
For further enquiries, please contact:
The Pharmica Press Office
236 Gray's Inn Rd
London
WC1X 8HB
United Kingdom
020 7112 9014
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