Pharmica Wins The Feefo Platinum Trusted Service Award 2024, Championing Authenticity Through Real Reviews In A Time Of AI

The London-based online pharmacy affirms its commitment to providing exceptional customer care by winning the award following consecutive Gold Trusted Service Award wins in the past three years.

(London - 20th February 2024): Feefo, the world’s largest platform for verified customer reviews, has announced that Pharmica is one of only five online pharmacies in the UK to win the Feefo Platinum Trusted Service Award 2024.
This prestigious accolade is awarded to businesses that have consistently achieved the Gold Trusted Service Award for three years in a row, maintaining a service rating of between 4.5 and 4.9 out of 5 annually from 2021 to 2023.

The award rounds up a series of accomplishments for Pharmica across multiple prominent customer review platforms, including being ranked #1 in the UK in both the ‘Online Prescription Medication Vendor’ and ‘Best Medical Supply Store’ categories on Trustpilot.

Pharmica Founder and CEO Rishi Krishna commented on the significance of earning authentic customer reviews on closed-loop review platforms like Feefo at a time when artificial intelligence (AI) can be utilised to write fake reviews on open, unverified platforms.

Mr. Krishna stated:

"The transformative advancement of artificial intelligence has been incredible. However, the associated risk of these tools undermining authenticity is clear as 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 award with the largest number of genuine reviews, along with the highest review rating in our category 4 years in a row.”

Pharmica has the joint-highest customer rating (4.9 out of 5) among all online pharmacies on Feefo and surpasses its closest competitor by more than 46,800 genuine online reviews. This gap considerably substantiates Pharmica’s rating and exemplifies the exceptionally high level of trust customers and patients place in the company’s services compared to other online pharmacies.

The achievement also highlights Pharmica’s pivotal role in pushing back against the growing prevalence of fake reviews, which are estimated to cost the UK economy approximately £2 billion annually and continue to artificially inflate consumer confidence.

According to Deloitte, consumer confidence increased by 6.1% between Q3, 2022 and Q3, 2023 - yet during this period, generative AI tools such as ChatGPT grew increasingly popular, ushering in a new age of fake reviews that prompted some companies to remove as many as 20,000 reviews thought to contain AI-generated text.

Today, more than two-thirds of all online reviews are fake despite 85% of Brits placing value in them, as per a recent report by Business Insider. These figures highlight the prominent risk of fake reviews misleading consumers where artificially-written product reviews can have serious consequences if they influence purchasing decisions regarding medical products.

Feefo uses stringent verification processes and publishes information on detecting and preventing fake reviews to safeguard consumer confidence in companies listed on the platform. This approach ensures reviews published on Feefo are from real customers who have purchased and used products from the company.