Download - HxRefactored - Walgreens - John Yesko
Activating Digital to Empower Healthy Behaviors John Yesko @jyesko
Our purpose: To help people get, stay and live well
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THEME 1
Reducing friction in health care self-service
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Friction: Unnecessary barriers to customers completing their tasks
1. Launch 2. Scan 3. Done
Refill by Scan
We refill more than one prescription every second via Refill by Scan
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“ That was so much fun…
I wish I had more prescriptions to refill.”
User review, App Store
Kudos
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Apple “Top App” 2012
Webby Awards 2011, 2013
Refill by Scan, Transfer by Scan
South by Southwest Appy Awards 2013
Best Overall Retail App Most Nominated Retailer
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“ Quit screwing with the website. Every time I log on, I have to look someplace else to locate how to refill my prescriptions. Once there, I have to hunt through ANOTHER new screen to order my scripts…
…I HATE using your website. It takes so much energy to order prescriptions, that sometimes I just call the pharmacy instead of taking time to order them online.
Have I said your website is a real pain in the ass to use?
My web designer for my 4 businesses uses your website to understand what I want our websites to look NOTHING like. Love, [Name].”
Customer satisfaction survey comment
Clarity of language
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Transfer where?
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<1% mobile
3% mobile
13% mobile
35% mobile
51% mobile
2009 2010 2011 2012 2013
Mobile traffic share on Walgreens properties
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Online refills
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E-commerce model for refills
1. Log in
2. Select medication(s)
3. Add them to the cart
4. Go to the shopping cart
5.Select pickup or mail order
Select date, time and location of refill
Review order
Submit order
Familiar, but many steps
Can we predict which medications?
Do we need a “cart”?
Almost everyone picks up
Usually the same location as last time
Generally would like it ASAP
Probably got it right
Faster refill
Conversion
Escape routes
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Refill by reply
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Prescription refill reminders
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Reminder Rigorously tested refill reminders against control:
• Email only
• Text only
• Email + text
PDC (Proportion of days covered)
= adherence
THEME 2 Offering incentives for healthy behaviors
Steps
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Balance Rewards
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Over 100 million members
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Join Balance® Rewards and
GET POINTS FOR TAKING STEPS TOWARD
A HEALTHIER LIFE
*Restrictions apply. Due to state and federal laws, points cannot be earned on some items, and points will not be earned in a transaction where Store Credit or Redemption Dollars are used. Limit 20 points per mile, 1000 points per month. Limit 20 points per log, one log per day. For terms and conditions, visit Walgreens.com/Balance.
REWARDfor 5,000 points*
$5
250 POINTS/FIRST GOAL
20 POINTS/MILE*
20 POINTS/LOG*
20 POINTS/MILE*
250 POINTS/DEVICE
SET FIRST HEALTHY GOALOne-time reward per member.
WALKING
RUNNING
WEIGHT TRACKING
LINK A DEVICE/APPLICATIONOne-time reward per device/application, maximum 500 points per month.
SIGN UP TODAY! IT’S FREE.Walgreens.com/Balance
Walk, run, track your weight or set goals. Then, redeem your points
for dollars off future purchases.*
Steps
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Connected consumers
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“21% of US consumers use some form of technology to track their health data, such as a spreadsheet, website, app, or device.”
Pew Research
Steps
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Engagement
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Incentives are just one tool
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“ Fundamental behavior change required a mix of incentives and support.”
Engaging Consumers to Manage Health Care Demand Health International, 2009, McKinsey & Co.
Incentives get results
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Incentives get results
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Reductions in engaged members vs. average population
Source: Discovery Health
Cancers
Cardio-vascular diseases
Musculo-skeletal
conditions
Cancers
Cardio-vascular diseases
Endocrine/metabolic diseases
Musculo-skeletal
conditions
95%
90%
85%
80%
75%
Admission rates Costs per patient
Endocrine/metabolic diseases
Everyone wins
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Sept.-Oct. 2013
3+ million vaccine doses
donated
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