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The role of pharmacies has changed during the last decades of the 20 century within both the societal and medical spheres. From a place manufacturing medicine, to procurement and distribution of medicine, pharmacies became modern medical facilities that participate in the medical system and retail pharmaceutical market. The duality of the role of pharmacy requires adjustments to the demands of healthcare policies and contemporary market principles. The implementation of contemporary business practices, such as marketing, was mostly absent until recently. This research focuses on the use of internet for pharmaceutical marketing and the possible application of online pharmacies in Republika Srpska. Pharmaceutical workers, the respondents of the questionnaire, point to the possibilities that the implementation of online business presents and all the strengths and weaknesses of such a manner of operation. From this, it is concluded that the implementation of electronic pharmacies would lead to the improvement of economic results for pharmaceutical establishments within Republika Srpska and BiH.

The importance of modern pharmacy marketing to conquer new markets through electronic pharmacy