Streamlining Pharmacy Health Campaigns
Developing an Enterprise Marketing Dashboard for Pharmacy Owners
Pharmacy owners have no oversight of the marketing sent from their stores.
StrongPro empowers pharmacists to strengthen their patient community. Using AI, StrongPro identifies non-adherent patient groups within a pharmacy, allowing pharmacists to target them via health marketing campaigns to promote professional services, vaccinations, and clinical trials. This tool promotes positive patient health outcomes, provides new revenue opportunities, and has been proven to significantly increase patient medication adherence.
However, pharmacy owners are requesting more oversight to the health campaigns coming from their stores:
Create and track marketing campaigns and templates to be pushed to their stores for pharmacists to action.
Set goals for individual campaigns including increased patient adherence, store loyalty, and revenue.
Track the ROI of campaigns, templates, and individual messages.
I was the lead UIUX resource on this 3 month project.
On this project, I…
Collaborated with Industry Professionals to fully understand the goals of pharmacy owners and pharmacists.
Created user flow diagrams and prototypes with the help of Project Manager and Technical Lead
Validated prototypes through user testing as well as mid-sprint reviews with internal stakeholders
Created high-fidelity design prototypes using the product design system I cultivated across my previous two years with StrongRoom AI
Understanding the Existing User Journey
Using previously gathered customer feedback, I mapped our users’ journey and segmented our user journey into two levels: Level 1, reflecting our current functionality, and Level 2, representing the functionality we aimed to add.
In Level 1, users focus on identifying patient groups, contacting them, and analysing messaging success.
Level 2 expands on this by enabling pharmacists to set up and execute campaigns, then benchmark their success.
This approach offers simplicity for new users and advanced functionality for pharmacists, catering to diverse user needs.
While this exercise helped to visualise the complete user journey, it failed to define which actions were of the pharmacy owners and their store pharmacists.
Defining Our Users
In order to understand our users better, the product manager and I outlined each role’s individual motivations, goals, and pain points.
Pharmacy Owners
Motivations
Increase patient adherence, store loyalty, and revenue
Provide positive patient health outcomes
Streamline marketing across stores
Goals
Create health campaigns and push them to local stores for actioning
Set goals for health campaigns to track each store’s engagement and monitor ROI
Pain Points
No enterprise-level view to manage pharmacy templates, resulting in owners managing this from each of their store’s local StrongPro dashboard
Finding it difficult to understand how to tap into StrongPro’s potential - Lack of time to dedicate to understanding StrongPro’s data-rich interface
No visible paper trial. There is no way to track the marketing going out to patients, which stores actioning messages and how they are performing
Local Pharmacists
Motivations
Hit KPIs set by Head Office (Increase scripts/revenue, perform services)
Promotion from Head Office with a goal to become a manager or owner
Provide positive patient health outcomes
Goals
User StrongPro to communicate with patients and hit KPIs
Streamline or automate marketing so they can increase their availability to service customers
Pain Points
Time poor so they have little time to dedicate to find opportunities. StrongPro requires users take time to identify which patient groups would be easiest to target.
StrongPro Local user interface, while data rich, is not easily digestible. It is hard to know where to start.
No visible paper trial. There is no way to track where other colleagues are up to, who has sent messages, what templates have been created, etc.
How might we…
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Our existing StrongPro local pharmacy view is not intuitive for busy pharmacists, resulting in analysis paralysis and ultimately the platform’s functionality not being used to its highest potential.
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Historically, local pharmacies managed their marketing templates with StrongPro. With the introduction of campaigns and enterprise-level oversight, this adds a layer of complexity to who can add, create, and edit campaigns and templates.
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Owners want the ability to control messaging sent from their pharmacies. While local pharmacies seek a streamlined workflow, they also want the ability to alter messaging written by pharmacy owners to suit their individual needs.
Hierarchical ownership of campaigns and templates
StrongRoom would curate premade templates and bundle them into campaigns, accessible through the StrongPro Enterprise dashboard for pharmacy. From there, head offices could review and distribute these campaigns to their respective stores. Alternatively, they could craft their own campaigns and templates. The dashboard also enables tracking campaign and template performance at the individual pharmacy level.
This streamlines the workflow for pharmacists, who can utilize their StrongPro Local dashboard to view and execute the campaigns assigned by head office, sending patient messages using the associated templates.
Key Takeaways
Redefining the problem.
Throughout the course of user research and journey mapping, I grew to understand that the problem was much more complex than pharmacy owners needed more oversight of their pharmacies’ marketing. Instead, there needed to be a more streamlined workflow and delegation of tasks when it comes to managing a pharmacy group’s marketing materials.
User testing.
We tested our designs with pharmacy owners to validate design decisions and ensure that these workflows were inline with how they sought to manage their group’s campaigns.
Mid-sprint reviews.
With the complexity of the campaign/template management and the competing user priorities, mid-sprint reviews provide the space to review user flows and designs with the product manager and technical lead. Doing this ensured that the designs met product and technical standards when I handed them off to development.
Streamlining operations for simplicity.
Ordinarily, I wouldn't advocate for removing user functionality. However, in this instance, to streamline the workflow of local pharmacists, we opted to restrict their access to StrongRoom's premade templates. Instead, we empowered pharmacy owners to select the most suitable templates for their stores. This approach ensures consistency in messaging across pharmacy groups and enables busy local pharmacists to concentrate solely on executing campaigns.
How did I…
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I streamlined the workflows and simplified tasks. By restricting access to StrongRoom's premade templates and empowering pharmacy owners to choose templates for their stores, pharmacists could focus solely on executing campaigns. This ensured that they could spend more time communicating with patients and hitting their key performance indicators (KPIs) without getting overwhelmed by unnecessary complexities.
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I implemented a hierarchical system. StrongRoom curated premade templates and bundled them into campaigns accessible through the StrongPro Enterprise dashboard for pharmacy. Pharmacy owners could review, distribute, and even create their own campaigns and templates. This approach provided pharmacy owners with oversight and control while still allowing for flexibility and customization at the local pharmacy level.
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I gave pharmacy owners the ability to control messaging sent from their pharmacies while still ensuring consistency across pharmacy groups. By allowing owners to select templates for their stores, we ensured consistency in messaging. At the same time, pharmacy owners could tailor the messaging to suit their individual needs.