Problem:
CVS wanted to find out how their customers were currently using their online tools because they had very little quantitative data on them. The low amount of data resulted in a lack of insights into which tools were being utilized and why.
CVS wanted to find out how their customers were currently using their online tools because they had very little quantitative data on them. The low amount of data resulted in a lack of insights into which tools were being utilized and why.
Process:
I designed the testing protocol and conducted five focus groups with members of the target market. Each group shared the benefits of refilling their prescription at CVS and discussed their current process for doing so and the experiences with the new CVS website. Participants were then asked to select their top three favorite marketing messages, their favorite logo tagline, and the creative piece which most resonated with them in terms of promoting the CVS website. They then discussed ways to improve the communications associated with the CVS website.
I designed the testing protocol and conducted five focus groups with members of the target market. Each group shared the benefits of refilling their prescription at CVS and discussed their current process for doing so and the experiences with the new CVS website. Participants were then asked to select their top three favorite marketing messages, their favorite logo tagline, and the creative piece which most resonated with them in terms of promoting the CVS website. They then discussed ways to improve the communications associated with the CVS website.
Results:
I created a customer journey map detailing the process each market segment went through in refilling their prescriptions. I presented recommendations and enhancements to CVS and the pharmacy chain used this information to inform their marketing efforts to encourage customers to use their website to order medication refills.
I created a customer journey map detailing the process each market segment went through in refilling their prescriptions. I presented recommendations and enhancements to CVS and the pharmacy chain used this information to inform their marketing efforts to encourage customers to use their website to order medication refills.