Improving medication adherence
CVS Health | Healthcare | Digital Pharmacy Solution
Background
CVS Health is the leading health solutions company, providing a range of services that include retail pharmacy, specialty pharmacy, pharmacy benefits management and omnicare in the US market. Since early 2018, the company has focused heavily on developing and optimizing its digital channels, serving over 185 million customers in 2023.
Central to the digital strategy was consolidating CVS Health’s wide ranging business lines, specifically its Retail, Pharmacy, Specialty, Caremark and Aetna businesses, into a single digital channel for all customers to find what they need. By 2023 the solution was to revolutionize the CVS app and web experience, streamlining its design and functionality to house all services under a single roof.
Within pharmacy, I worked with a number of teams tasked to rethink the digital pharmacy journey, focusing on delivering a fast and reliable prescription check out process for patients to easily locate, buy and collect their medications, when and where they need them.
Core team: Design Director, Product Manager, UX Research, Dev team
My Role: Primary Experience designer (UX and UI)
Responsibilities:
UX Strategy, design & Research consolidation: User-centered design, wireframing, prototyping, creating final mockups and dev-handoff documentation.
Cross-functional collaboration: Partnering with developers, product leads, clinical compliance teams and business leaders to deliver a scalable, data-driven transactional solution.
Digital Optimization: Enhancing SEO and leveraging tools like Adobe Experience Manager for targeted, dynamic content.
Business Impact Focus: Aligning design strategies with business goals to drive increased patient-driven revenue and engagement, as well as subsequent secondary B2B sponsored strategies.
Core User Problems:
Customers feel overwhelmed about starting a new medication: Where to start?
Customers don’t often feel like they understand the medication, or why it’s important to stay adherent to their medication therapy to achieve positive health outcomes.
Customers want easy access to prescription details and status updates when refilling their prescriptions.
Core Business Problems:
Existing page does not provide opportunities for users to transact from this location
Existing page is not scalable to achieve alternate campaigns with B2B partners
Existing page is not optimized for SEO - Currently drug information does not rank on Google
Additional considerations:
SuperApp implementation requires deployment of new design system and alignment to the consolidated navigation structure of the CVS portfolio on app and mobile web.
Hypothesis:
By providing clinical information that covers all the topics patients care about, they will feel better informed about their medications.
Customers will fill their prescriptions and complete their refill transactions when they have full understanding of what the cost and benefits of the drug is.
Business goals:
Create a scalable, SEO-optimized solution to improve customer engagement and streamline the prescription management experience for both authenticated and unauthenticated users.
Drive increased refill completion rates with one-click solution directly from the PDP
Improve medication adherence.
