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Customer reviews play an important part in the decision making process for potential buyers.Ensuring you’re reading quality, valid, and unbiased reviews can make the difference between a poor buying decision vs. a smart one. 

THE BIG PROBLEM:  Where is the review coming from?

The source of the review means everything.  Did you know that, a self proclaimed honest and truthful review site, is owned and operated by the very same company that is consistently listed as number 1 on the site—Pioneer RX?
Many review sites allow vendors to manipulate rankings based on “who pays more.”Review sites like or slide company positions, 1st, 2nd, 3rd, etc. based on who is willing to pay more money for those prime positions.  That’s why rankings and “5 Star Ratings” are not always the best way to judge—reading the review content is crucial for making informed purchasing decisions.  According to Forbes, “The number of online consumers who read and trust online reviews is increasing. According to a survey by BrightLocal, 88 percent of consumers trust online reviews as much as a personal recommendation.”

Things to look out for:

  1. Who wrote the review- Valid reviews come from real customers and product users.  Is the reviewer providing their information?  A happy customer is glad to openly share their experiences with your company.
  2. When was the review written- Products and companies are always evolving, growing, and changing.  Old reviews may no longer hold relevance.  Recent reviews are most useful for potential buyers.  If a company has a bunch of reviews all within days of one another, and they have 5 stars, but very little feedback-this is a tell-tale sign of a bogus or potentially paid for review. 
  3. Review content- Is the review simply a “5 star” rating or is there content?  A star rating does not accurately depict the way a product and company works.  The most useful reviews are the ones with information, advice, and opinions.  Be wary of reviews without any cons.  Real reviews often have a few cons/negative feedbacks.  Remember these are real users trying to help educate potential buyers.
Do your homework --- look for the source, read the reviews, do a detailed demonstration, then make your decision ---it’s a big one!


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DATASCAN (DCS Pharmacy, Inc.) has been serving the needs of independent pharmacies for over 35 years.