CVS Health Enhances User Engagement Through Innovative Mobile Health Applications
As is well known, mobile health apps are currently one of the important ways for pharmaceutical companies to improve the quality of their product services and increase customer stickiness. CVS, as the largest pharmacy chain retailer in the United States, places great emphasis on the development and promotion of mobile health apps.
In June 2015, CVS established a dedicated mobile health app R&D division—the CVS Health Digital Innovation Lab—focused on developing digital services and personalized mobile health applications. CVS stated that its Digital Innovation Lab would continue to explore breakthroughs in the mobility and personalization of health apps, with plans to launch more high-quality mobile health applications in the future.
According to the latest research report from the CVS Health Research Institute, pharmaceutical consumers who used CVS’s newly launched mobile health app demonstrated improved medication adherence.
Notably, these new mobile health apps can significantly reduce the overall medical costs associated with patients’ medication use. For instance, CVS customers save an average of more than $20 in unnecessary medical expenses by using these apps. According to CVS, the primary purpose of launching these mobile health applications is to enhance customer experience by streamlining cumbersome medication purchase procedures and improving adherence to scientifically guided medication regimens. The following section will provide a detailed explanation of how CVS’s app boosts user engagement and reduces healthcare costs.
Scan Paper Script
Research data from the CVS Health Research Institute indicates that approximately one-third of medication prescriptions are incompletely filled during the dispensing process, posing potential usage risks to patients. In response, CVS has launched Scan Paper Script, a tool that enables customers to quickly and conveniently initiate the prescription fulfillment process by capturing photos of their written prescriptions via the CVS Health mobile app (Caremark) to complete the prescription details.
Insurance Card Scan
CVS customers can easily share new insurance information with their pharmacists in a timely manner using the Insurance Card Scan mobile health app. By scanning photos of customers' insurance cards, the relevant data stored in CVS's system is updated instantly. This tool effectively addresses two issues: it largely eliminates the cumbersome process for customers to update their information, and it allows CVS pharmacists to save significant time previously spent entering insurance details, enabling them to devote more time to patient consultations.
MedRemind
The MedRemind feature is currently deployed in the CVS iPhone app, where it reminds users to take the correct medication dosage on schedule. MedRemind also supports text reminders and notifications on the Apple Watch. The app is primarily designed for customers who are forgetful or non-adherent to medication guidelines.
In-Store Pharmacy Messages
As the largest retailer deploying pharmaceutical information technology in the United States, CVS ensures that customers who have the CVS Health/Caremark mobile app installed on their phones and have opted in to receive push notifications will be promptly alerted when their prescriptions are due for refill or ready for pickup.
Apple Watch App Integration
CVS’s mobile applications are now compatible with the Apple Watch operating system. The Apple Watch App Integration feature promptly notifies customers of any preparatory steps required during the medication purchase process, facilitating the supplementation of prescription information and the review of updated details. Furthermore, the application supports CVS customers in performing operations on both smartphones and tablets.
Compiled by Chen Kun
Editor: Bu Yan