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HxRefactored - Walgreens - John Yesko
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HxRefactored - Walgreens - John Yesko

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  • 1. Activating Digital to Empower Healthy Behaviors John Yesko @jyesko
  • 2. Our purpose: To help people get, stay and live well
  • 3. 3 1901
  • 4. THEME 1 Reducing friction in health care self-service
  • 5. ©2014 Walgreen Co. All rights reserved. 5 Friction: Unnecessary barriers to customers completing their tasks
  • 6. 1. Launch 2. Scan 3. Done Refill by Scan We refill more than one prescription every second via Refill by Scan ©2014 Walgreen Co. All rights reserved.
  • 7. ©2014 Walgreen Co. All rights reserved. 7 “ That was so much fun… I wish I had more prescriptions to refill.” User review, App Store
  • 8. Kudos ©2014 Walgreen Co. All rights reserved. 8 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
  • 9. ©2014 Walgreen Co. All rights reserved. 9 “ 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
  • 10. Clarity of language ©2014 Walgreen Co. All rights reserved. 10 Transfer where?
  • 11. ©2014 Walgreen Co. All rights reserved. 11
  • 12. <1% mobile 3% mobile 13% mobile 35% mobile 51% mobile 2009 2010 2011 2012 2013 Mobile traffic share on Walgreens properties ©2014 Walgreen Co. All rights reserved.
  • 13. Online refills ©2014 Walgreen Co. All rights reserved.
  • 14. 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
  • 15. Faster refill Conversion Escape routes ©2014 Walgreen Co. All rights reserved.
  • 16. Refill by reply ©2014 Walgreen Co. All rights reserved. 16
  • 17. Prescription refill reminders ©2014 Walgreen Co. All rights reserved. 17 Reminder Rigorously tested refill reminders against control: •  Email only •  Text only •  Email + text PDC (Proportion of days covered) = adherence
  • 18. THEME 2 Offering incentives for healthy behaviors
  • 19. Steps ©2014 Walgreen Co. All rights reserved. 19
  • 20. Balance Rewards ©2014 Walgreen Co. All rights reserved. 20 Over 100 million members
  • 21. ©2014 Walgreen Co. All rights reserved. 21 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 GOAL One-time reward per member. WALKING RUNNING WEIGHT TRACKING LINK A DEVICE/APPLICATION One-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.*
  • 22. Steps ©2014 Walgreen Co. All rights reserved. 22
  • 23. Connected consumers ©2014 Walgreen Co. All rights reserved. 23 “21% of US consumers use some form of technology to track their health data, such as a spreadsheet, website, app, or device.” Pew Research
  • 24. Steps ©2014 Walgreen Co. All rights reserved. 24
  • 25. Engagement ©2014 Walgreen Co. All rights reserved. 25
  • 26. Incentives are just one tool ©2014 Walgreen Co. All rights reserved. 26 “ Fundamental behavior change required a mix of incentives and support.” Engaging Consumers to Manage Health Care Demand Health International, 2009, McKinsey & Co.
  • 27. Incentives get results ©2014 Walgreen Co. All rights reserved. 27
  • 28. Incentives get results ©2014 Walgreen Co. All rights reserved. 28 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
  • 29. Everyone wins ©2014 Walgreen Co. All rights reserved. 29 Sept.-Oct. 2013 3+ million vaccine doses donated
  • 30. 30