Tools Used: Figma / Libre Office Spreadsheet / Google Meeting
Period: August 2021
Research
Research
Interview with 2 real patients/users to understand the challenges they encounter throughout the journey to purchase and understand the ecosystem from care to the consumption of the prescribed drug.
A gap analysis and interview evidenced good insights.
Perceptions and Assumptions
Some products such as skin care or vitamins do not require the constant advice of the doctor.
They like that the doctor has an agreement with the pharmacy, likes the idea of possibility of discount and the convenience of receiving the drug from a pharmacy in which the doctor is giving the endorsement.
A points reward plan or cashback for upcoming purchases was perceived by the interviewees as an element of added value.
The research confirmed that for the patient/user there is a need for greater ease to receive the products/medicines with more convenience and guarantee of delivery in the necessary scheduling.
Case Study
The friction point of the user journey was for medications lasting more than 1 month or larger amounts of daily capsules.
Medications where prescription renewal is required, it is necessary to request the doctor, so that he/she can refer to the patient or directly to the pharmacy. Often, doctors prescribe larger amounts with the same dosage so that the patient can make the purchase of the drug without the need for renewal of the prescription, having as unexpected result an increase in the cost for the patient.
In addition, on the patient journey, the request is mostly made through whatsapp in contact with the pharmacy and the payment made at the time of delivery of the product, distancing the beginning of consumption from the doctor's perception, being in charge of future warning of the patient to the doctor.
Case Study . Problem
Absence of credit card for the installment of high-value purchases or with credit card where often the limit of the amount of installments generate as a consequence high values in these installments. When in purchases associated with cycles greater than 1 month of consumption or the difficulty of remembering the purchase of vitamins or skincare products of constant use.
Case Study . Solution
Signature Plan, allowing flexibility and financial control for the patient. It was a value and also perceived as and interesting as an additional layer of safety in knowing that it is regular with dosages and with the consumption of medication. Shortening the journey of renewal of medications, allowing the doctor to refer directly to the pharmacy and this associate the drug with the patient's monthly fee.
You can check the Figma file below.
