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

©2014 Walgreen Co. All rights reserved. 5

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

©2014 Walgreen Co. All rights reserved.


“ That was so much fun…

I wish I had more prescriptions to refill.”

User review, App Store

Kudos


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


“ 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


Transfer where?

<1% mobile

3% mobile

13% mobile

35% mobile

51% mobile

2009 2010 2011 2012 2013

Mobile traffic share on Walgreens properties


Online refills


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


Refill by reply


Prescription refill reminders


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


Balance Rewards


Over 100 million members


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


Connected consumers


“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


Engagement


Incentives are just one tool


“ 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


Incentives get results


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


Sept.-Oct. 2013

3+ million vaccine doses

donated

HxRefactored - Walgreens - John Yesko

Health & Medicine

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