Sector:
Health | Pharmacy Retail
Type:
Research & Insights | CX & Innovation Strategy
What:
In-depth interview
Home visit
Focus Group
Trend & Market Analysis
User insights
Future Scenarios
Design Sprints
Experience Design
User Tests
RD RaiaDrogasil
Redesigning the Customer Journey for Chronic Condition Patients
Raia Drogasil (RD), Brazil’s largest pharmacy chain, recognized the need to adapt to the growing prevalence of chronic conditions, affecting a large portion of the population. To ensure long-term relevance and sustainability, RD realized that the traditional pharmacy model was no longer sufficient to adequately meet the demands of its customers, especially those with ongoing health needs.
Transforming business from a human perspective
I proposed an innovation approach focusing on creating a more integrated and human-centered experience for chronic condition patients, connecting various health products and services into a more seamless and patient-centric journey. The goal was to transform Raia Drogasil into a more meaningful player in the healthcare ecosystem, offering a comprehensive and connected experience, from prevention to the continuous management of treatments.
User-centered Health
To achieve this, we executed a deep, collaborative investigation through the following steps:
• Ethnographic interviews and workshops in three Brazilian cities, involving customers with chronic conditions to map their health journeys, identify pain points, and uncover opportunities for improvement.
• Consultations with doctors and pharmacists to understand their perspectives on managing chronic treatments and how they could collaborate more effectively with RD.
• Development of a strategic guide, consolidating insights and providing actionable solutions to create an integrated, long-term customer experience for chronic patients.
• Design sprint sessions to develop innovative solutions and prototype new ways of integrating RD’s services with the needs of chronic patients.
CX for a new health ecosystem
• Complete mapping of the journey of chronic patients, identifying gaps and opportunities to improve the purchasing and treatment experience.
• Consolidated strategic guide, providing a clear vision for RD leadership on how to implement changes in the customer experience, with a focus on innovation and service integration.
• Proposals for innovative solutions, which include well-being tools and initiatives, as well as new services that could be scaled to meet the network's great demand.
• Loyalty and engagement strategies, offering a more connected experience between RD services and its chronic patients, improving satisfaction and retention.
“The most important part of this project had to do with the way we looked at the customer, which came from Questtonó Manyone's CX methodology. Approaching the customer differently brought a relevant culture change for us, which is reflected in all the initiatives that are happening now”, - Kelly Cristina Melo, Customer Experience Manager at Raia Drogasil.
