1.Omnichannel Pharmacy Growth
“We’re comfortable with pharmacies being more or less everywhere. Consumers expect their prescriptions from their closest retailer or shipped directly to their house.” - Pete Groves, senior managing director at Publicis Sapient.
The opportunity: More than 2/3 of Americans take at least one prescription drug, which accounts for 12% of personal health care spend nationwide. Yet prescription access, and the prescription purchase experience itself, is fragmented. Whether it’s disjointed fulfillment experiences across channels or pharmacist and drug shortages in both rural and urban areas, an omnichannel digital pharmacy experience is becoming a necessity for consumers.
Consumers are searching for cheaper and more convenient options to fill their prescriptions — either through subscription services or digital pharmacies. From Amazon’s RxPass to Rite Aid’s partnership with Google Cloud technologies, retailers are branching out to create more personalized and consistent prescription purchase experiences that match all-around heightened e-commerce expectations for on-time, on-demand retail healthcare.
The challenge: Successful mail-order pharmacy solves a customer need but reduces foot traffic and visits, changing the nature of the in-store path consumers walk. A critical component of a successful omnichannel experience is replicating the cross-sell and data-gathering possibilities typically presented in-store with a digital experience that replicates the feeling of connection and care that many shoppers appreciate with their local pharmacist.