Prescription for Success in HealthCare Ecommerce

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Prescription for Success in HealthCare Ecommerce

Prescription for Success in HealthCare Ecommerce

Prescription for Success in HealthCare Ecommerce


Patients, care givers and healthy lifestyle enthusiasts are making sales of health and wellness products, both prescription and over-the-counter, one of the fastest-growing segments in B2C ecommerce. But healthcare is different than any other online B2C category. The prescription for success is equal parts patient advocacy, ecommerce excellence in user experience and having the appropriate mix of products and services consumers want.

With this digital chat, you will come away with best practice advice and more. Join us to hear from several of the most respected thought leaders and practitioners in ecommerce, consumer healthcare product marketing, merchandising, product fulfillment and delivery to learn:

  • How to develop excellence in web design and user experience using successful ecommerce examples from top B2C web merchants
  • How to use an appropriate mix of product inventory, pricing, images, videos, user reviews and related products to turn wary shoppers into loyal and long-term customers.
  • How to meet—and exceed—customer expectations with product fulfillment and shipping, last-mile delivery and order tracking and sincere “we’re here to help you” customer service.


Mark Brohan, Vice President, B2B and Market Research Development Digital Commerce 360

Mark Brohan is the Vice President, B2B and Market Research Development Digital Commerce 360 covering B2B ecommerce trends. Prior to his current role, Mark was vice president of research for Digital Commerce 360 and editor of Internet Retailer’s Top 500 Guide, and related research publications. Mark’s previous experience includes leading new print and web product business development for Faulkner & Gray were web publisher and editorial director for DM Review magazine and its two websites: and He was also the founding editor of various Faulkner & Gray technology magazines, including Internet Retailer. Mark earned a bachelor’s degree in secondary education and history from Western Michigan University and a master’s in journalism and public affairs from the American University.

Mike Agnew, VP of Ecommerce, McKesson

As vice president of the ecommerce sales segment for McKesson Medical-Surgical, Mike brings more than 20 years of experience in the healthcare industry and 10 years of experience in the ecommerce market. He is responsible for leading the ecommerce sales team to drive growth by helping merchants compete in the $1.7 trillion ecommerce market across three verticals, B2C, B2B and B2B2C.

With 185 years of experience as a healthcare distributer, McKesson has extensive experience supporting the nation’s largest MarketPlace sellers, pureplay sites and drug store retailers to help build and augment their ecommerce offering to leverage the $12 billion online healthcare market.

Lori McDonald, President & CEO, Brilliance Business Solutions

Lori McDonald is President and CEO of Brilliance Business Solutions, which she started in 1998 in Milwaukee, Wisconsin. Brilliance specializes in digital solutions helping manufacturers and distributors increase operational efficiency, grow revenue, and provide customers with satisfying user experiences. In 2020, Brilliance made the Inc 5000 list of America’s fastest growing private companies. Before starting Brilliance, Lori worked at NASA-Johnson Space Center as a flight controller for the Space Shuttle program. Lori is a regular contributor to Practical Ecommerce, Digital Commerce 360, and is a speaker at industry events including the Health Industry Distributors Association Sales and Marketing Summit.

Justin Racine, Director, Commerce Strategy, Perficient

Justin Racine serves as Director, Commerce Strategy at Perficient, a global digital consulting firm serving enterprise clients throughout North America. At Perficient, Justin helps clients achieve their business goals through commerce-enabled technologies. Justin has spoken at more than 15 global conferences within the last six years on ecommerce and branding strategy and has 12 years of experience within health and medical product ecommerce, customer-focused experiences, and branding strategy. In addition, Justin has been published twice for his thought leadership on branding and marketing in Henry Stewarts Journal of Brand Strategy and is a frequent contributor to CMSWire and Digital Commerce 360.



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