Transforming healthcare

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ROLES:

CONCEPTUALISATION : DIGITAL STRATEGY : CLIENT FACING

I was digital creative lead in this immense project to rethink the retail experience for Sweden's leading pharmacy Apoteket.

I pitched the digital creative helping to transform the business from a store re-design project to a fully integrated 'omni-channel' digital retail one.

The team and I built a great relationship with our client, it convinced them in asking us to

re-imagine their e-commerce platform. Imagination is currently transforming this with a 2015 vision at it's foundation.

Our concept was to make a shopping experience that is 'full of life'. Transforming the retail experience through innovative, creative ideas, whilst providing a practical and intuitive place that reduces stress, empowers customers and brings them closer to Apoteket’s expert, dedicated staff.

Our goal was to challenge the conventional look and feel of a pharmacy and create a vibrant store full of life, a pharmacy that feels good.

Creating an Omni-chanel shopping and customer experience

Through extensive research by our planning team we discovered that the way Swedish people approach health care - particularly proactive aspects of health care - is changing. There is a shift towards more self help and “non traditional” methods and this presents a huge opportunity for Apoteket, which can be a lifestyle companion.

With 35% of Swedish smartphone owners using health/fitness apps, 33% more considering doing so, 80% of under-55s having researched health info online and 26% of under-27s trusting computer diagnosis over doctor’s, now is the time to get ahead of Apoteket's competition with a truly omni-channel shopping and customer experience.

We proposed using digital to join up the out-of-store experience with the traditional in-store experience, reinforcing Apoteket’s role as a soothsayer and community pillar.

My 'Livszon' (life zone), is the idea for a suite of services that are all connected by the Apo+ loyalty card program. With RFID technology placed onto the next generation of cards and collection of mobile apps, the shopper can have a high level of control over their healthcare.

Personas and customer journeys

During the pitch development phases I created a series of customer personas based on Apoteket's existing research. From these I worked closely with a user experience designer to create likely customer journeys both in and out of store.

These exercises were invaluable for creating relevant concepts to meet the needs of our characters.

The 'LivsZon'

Placed at the heart of the store, the Livszon is the hub of the digital retail experience. It will be the place for customers to explore self-service shopping, find out about new products and promotions, check their Apo+ account, resolve a private issue, book appointments, compare products and many more.

The beauty of the digital platform is that we can roll out new services over time, making this more cost effective for the client. It also allows us time to learn and adapt our services based on customer behaviour. We also will be allowing the Apoteket customers and community to vote on which services they'd like to see next.

Concepts

Self diagnosis tool

In store or at home, this intuitive web-app helps customers to chose the right remedies for their ailments.

Once the self-diagnosis is complete, customers are directed to a tailor-made product and advice page. If they are still unsure which product is right for them out of the suggested ones, a product comparison tool comes to their aid.

In this instance the customer has had tooth-ache. Here he has chosen to have a pdf sent to his phone that provides professional advice on tooth-care.

Section specific touch-screens

Eventually, each category in store will house a tablet touch-screen that provides category relevant services.

This example, in the beauty isle shows two approaches to help the shopper chose a suitable product. The first is an interactive guide to makeup application, allowing the shopper to select her skin type and look she's after. During the selected tutorial, products are highlighted to highlight which ones are used.

The second shows the shopper scanning a lipstick she likes and a bespoke page pulling in related products in the range. Tutorials are also made available.

Campaign strategy

Apoteket has a wonderful brand character. Here is an example of our proposal to bring one of their popular recent campaigns to life in stores.

It was a TV ad using alien abduction to advertise a new skin-test pack.

Here we use X-Box Kinect to allow alien footage to interact with passing shoppers outside the store. Those who stop to participate are 'beamed up' and given an in-store offer. Once in store an 'alien' does their skin-test and shows them relevant products to suit their skin.

Shoppers are able to share a video of their 'abduction' in the relevant social media channels.

Self help health check

At the Livszon, a mother swipes her Apo+ loyalty card and performs a standard heath-check of her son. With the details and results shared with her online account, she is able to keep track of his health.

If an appointment with a consultant is needed, her son's details are readily (but securely) available for discussion.

Entertainment whilst waiting for prescription

The Fantastic Pharmacist

We learned from Apoteket that the average waiting time during popular hours is 4minutes for a prescription. Although we had created solutions to bring this number down, we wanted to create entertainment that helps to reduce the perceived time in the shoppers mind.

When a shopper takes a ticket at the RX a short film plays on the screens in the waiting area. Posing as CCTV footage of the back-of-house, we create a series of weird and wonderful clips showing a variety of amusing ways with which the pharmacist prepares their prescription.

Although the account director was hesitant in me presenting this idea, the client loved it and want to implement it in the future.

Community Pulse

The more we engage with our customers, the more we learn. We proposed sharing this information back. This can be anything from local statistics around health, products recommended by the community or even a poll to allow customers to provide feedback.

E-Commerce platform

As mentioned earlier; The great relationship our team formed with our client, convinced them to ask us to

re-imagine their e-commerce platform. Imagination is currently transforming this with a 2015 vision at it's foundation that's truly responsive, tailor-made and connected with the stores.