This particular case study plays out in the healthcare field. It is our hope that the findings and implications revealed here will support your team as you strategize, optimize, and expand the cutting edge.
When the COVID-19 pandemic emerged in early 2020, a major U.S. healthcare system foresaw radical change ahead for the entire healthcare industry. Surging case numbers and hospitalizations posed massive challenges outright, while, for non-COVID patients, lockdown restrictions inhibited routine physician visits, prescription medication access, and medical procedures.
The healthcare giant sought to explore an opportunity to better help its patients access the medical care they needed by leveraging the acceleration of digital trends. It was determined that consumer research offered the best means to vet the potential expansion of their pharmacy into a fully functional digital services offering. Their team selected ConsumerDNA to take on the patient research task.
Prior to the pandemic, our client enjoyed a thriving retail pharmacy business. Lockdown restrictions, however, and fear of COVID transmission (particularly poignant in healthcare-related spaces) stymied the inflow of patients virtually overnight. Now there was a soaring demand for contactless prescription ordering/delivery and virtual consultations and care.
With one eye on present challenges and the other looking to the future, the healthcare network’s leadership saw an opportunity to launch a digital pharmacy designed to offer the utmost in safety, accessibility and convenience, delivered through a seamless user experience. Their success would hinge upon a deep understanding of which platform features would encourage and maximize adoption.
- Testing and refining the digital pharmacy concept
- Uncovering the drivers of and barriers to digital service adoption, and
- Identifying the characteristics of the key subgroups most likely to adopt the service.
Upon receiving our findings, our client determined that a digital pharmacy offering was both desirable and feasible in its target geographic market. The platform and app were developed with the highest ranking key features at the forefront, one of which enabled patients to speak directly with a pharmacist through the app, while another allowed for real-time tracking of an Rx delivery and ability to communicate with the driver.
In-depth cross-tabular analyses from our findings identified the channels (social media and otherwise) most effective in driving conversions based on the demographic target.