To be successful in the current digital world companies in the field of healthcare and pharmaceuticals should be able to adapt to the changing needs and desires of the consumer. They must begin to upgrade their technologies to provide more customized customer experiences and healthcare processes for patients that keeps customers entertained through numerous touchpoints throughout the process.
Big data and digital disruption alter the communication and interaction between consumers and businesses, and change their behaviour at the speed of light. The unanticipated COVID-19 pandemic offered a huge opportunity to accelerate the digital transformation of healthcare and to provide patients with more convenient and personalized service.
Many large corporations, such as CVS, Walgreens, Rite Aid and Amazon which are investing massive resources in upgrading healthcare technology and solutions to make sure that patients and customers are satisfied more effectively. It's due to the growing importance of quick and convenient access to healthcare for consumers the decision-making process.
Although many customers prefer to shop in physical stores, modern technology has drastically altered the customer experience from the awareness phase through to the purchase stage. It's becoming more complicated and requires a variety of interactions between shoppers and retailers. Therefore, today's consumers are divided into three major categories:
- Brick and mortar: They like checking out and buying directly at the traditional pharmacy. However, they can prepare their own at home and look up the product's information online, as well as the hours of operation of pharmacies. The customers who visit these stores are the main source of traffic for the website of the pharmacy's retail store; only a handful of them make purchases on the internet. They are more confident in their purchase decisions after receiving assistance from pharmacists on the spot.
- The click and take: They want to combine the convenience of shopping online with the expertise of pharmacists. Customers can review the information about the product and make an place an order online but prefer picking the item up at a store. But, certain regulations are prohibiting home delivery for certain drugs.
- Home delivery: They make up the lowest percentage of the three categories. They use the benefits of technology to the maximum by looking for products on the internet, and deciding on home delivery services. They're usually young, technologically adept and acquainted with the latest technology. However, online pharmacy app development company such as Alteza can be crucial in helping them overcome the difficulty of deciding on the best items online.
In response to these changes the pharmacy and eCommerce retailers around the world are updating their data infrastructure and digital analytics capability to better understand the customer's behavior and offer individual and customized offline and online health experiences.
Refill prescription online
After the acquisition of PillPack which is an internet-based pharmacy business located in the USA that has the authorization to fill prescriptions by mail order in all 50 states Amazon has taken their first step towards changing the industry of pharmaceuticals that was previously dominated by huge brick-and-mortar stores. Similar patterns is evident in Asia by the alliance of Tokopedia which is an eCommerce retailer located in Indonesia along with GoApotik which is an internet-based pharmacy aggregater. GoApotik is responsible for verifying the validity of prescriptions, filling them and packaging orders online. Tokopedia is then able to deliver the orders to the customers via the distribution system. Combining a secure and reliable prescription along with quick and easy delivery has received an enthusiastic response from customers.
The UK, Global Data estimates the double-digit growth of the click and collect option in the retail pharmacy industry in 5 years. Co-operative Group and Boots now offer customers the option of purchasing medications online and picking their prescriptions at their pharmacy that is convenient, which includes the physical pharmacy and lockers for collection. In the EU particularly Finland and Estonia the e-prescription option is available across boundaries. Customers can order prescriptions from one nation and get the prescription in a different country. This initiative is expected to be to be implemented across all countries in the region in the coming years.
AI-powered operation
Retail pharmacies are investing money to Artificial Intelligence (AI) technology to create services and improve capacity of their warehouses.
The announcement recently made of Walgreens expanding its collaboration in partnership with Microsoft along with Adobe is the basis for an improved purchasing and health experience. The strategic partnership makes use of Walgreens global customer database, together with Microsoft's Dynamics 365 and Adobe's Customer Experience Management to offer customers with the most relevant product offers and relevant content regardless of where.
Concerning order fulfillment and supply chain, the pharmaceutical company Merck has joined forces in partnership with Aera Technology to implement AI-powered solutions to forecast demands, monitoring warehouses and enhancing the integrity of products.
Virtual healthcare services
Telemedicine allows healthcare providers and pharmacists to care for patients remotely making use of telecommunications technology. This service for remote health has provided many advantages for the patient and the provider, particularly during COVID-19. As health professionals must remain well and keep their risk of contracting the disease to a minimum , the use of remote treatments and video consultations have increased in popularity. This method helps to reduce the chance of spreading the virus by bringing patients from elsewhere to pharmacies and hospitals.
The chain of drugstores Rite Aid Corporation has worked with the telehealth company InTouchHealth to provide an online health assessment at the RediClinic Express kiosks in Rite Aid's brick-and-mortar locations.
Additionally, mobile applications provide many benefits to customers and pharmacies. Apart from the ability to purchase health-related goods on the internet, like supplements to vitamins, medicine and diet, fitness and beauty products, mobile apps also allow customers to pharmacists via online video, and assist with electronic prescribing as well as the delivery of products to your home.
The post-pandemic world's digital healthcare technology and services are anticipated to increase in speed and especially beneficial in regions in which access for primary health care is a significant issue.
Digital health diagnostic tools for the digital age
Different kinds of digital diagnostic tools are currently being developed , and changing the experience of consumers with fast, efficient, simple, and precise diagnostic access. ResApp's technology is founded on breathing and cough sounds to assess the condition of the respiratory tract. It uses an iPhone microphone to detect coughing sounds and to pinpoint respiratory-related ailments. BiliScreen is a smartphone-based application that measures bilirubin levels using an image of the person's eyes that are captured by a smartphone camera. The technology is able to detect the disease at levels that eyes cannot detect.
The medicine delivery app solution will instantly give you specific diagnostics and recommendations for customized products and advice on beauty in response to the selfie photo of the customer. The software integrates advanced skin analysis and user data to offer automated AI-driven skincare product recommendations , as well as advice and guidance through any manner.
To succeed in the modern digital age companies in the field of healthcare and pharmaceuticals should be able to keep up with consumers' changing preferences and needs. They must begin to upgrade their technologies to provide an experience that is more customized for customers and a patient-centered healthcare experience which keeps patients engaged at various points of contact throughout the journey.
