Much is said about whether an eCommerce strategy is B2C or B2B, but when it comes to engagement with customers the strategy must be H2H, or Human to Human. The main job of the engagement program is to support the stories of the people involved. Here is an example of how simple engagement features enrich the H2H relationship with your brand.
Susan does pay attention to national healthcare trends, she just wants to limit her daily hassle. Her pharmacy brand relationship is status quo. She appreciates the convenience of more healthcare access in-store, but her primary tie is location and her routine.
Two Key's to Susan's Heart: • Simplify her life. • Relate to her. Appreciate her.
About Susan: • 47 year-old full-time exec and supermom. • She takes anxiety medication. • Her husband John takes ADD medicine. • He ignores lists, has high cholesterol too. • Her 12 yr old son Jack has diabetes. • Her 17 yr old daughter Jenny from a previous marriage has Raynauds Syndrome. • Her ex pays for Jenny's medical expenses. • Her dad lives 2 towns over. He is aging and always forgets his blood pressure medicine • Her mom and dad are divorced, so Susan is the primary caregiver for thee households. • Her mom stops taking her antidepressants when she feels better, then cries for days. • Susan has a household to run. • She has no time to spare for herself. • She is under appreciated and overwhelmed. • Her google calendar is the law!
Susan usually shops online, but for pharmacy and basic household she visits her local IDA. Her relationship is local. She does not see value across McKesson banners. Her IDA is close to home and embedded in Susan's routine. Without a catalyst to switch, like long wait times, a bad experience, or competitive innovation that would appeal to her; she is unlikely to switch. She fears any changes that would disrupt her routine.
Within 2 minutes . . .
Susan quickly sees that current digital options are not designed for her and do not simplify her life. So she sticks to her routine, grabs the flyer in the store, and calls the pharmacy if she needs to check progress or ask a question. No value added, none taken away. Status Quo.
Meanwhile, the macro view from McKesson in the press . . .
The Globe and Mail (re: Rexall acquisition): John Hammergren, chairman and CEO of McKesson, said on Wednesday that Canada’s health care landscape is “rapidly evolving. It is marked by a move of primary care into pharmacy and increasingly complex patient demand.”
Chain Drug Review: The banners are focused foremost on customized care, according to Dale Weil . . . "Indeed, much of what our members do centers on helping patients optimize their drug therapies as well as minimize side effects with advice, meds reviews, clinic days and other professional services,” she said.
To concquer her scheduling battles, our hero Susan needs a trusted sidekick - she needs a Digital Pharmacistant.
McKesson understands that status quo is a dangerous thing in today's competitive landscape. Digital experience is intertwined in our daily lives and the best location for retail is found between the customer's ears. Even though brand logistics and legacy systems may be sophisticated from a transaction perspective - good eCommerce begins with interaction - a productive and satisfying experience.
Meet "Kess" A Digital Pharmacistant
"Kess" uses "her" interactional powers to enable Susan at the fingertips to simplify her life and support healthy relationships. Like any good pharmacistant , she supports her pharmacist too.