Managed team on personalized Rx insights

Product

A former SaaS startup company, MedSavvy, offered a web app for people to research and really understand their medications and their Rx options.

The company's mission was to give medication users full transparency about the drugs they were prescribed, to offer access to experienced and non-biased pharmacists and to educate users that they had choices.

On the MedSavvy website, the user could see their drugs graded, by the pharmacists, on an A through F basis, based on conditions. They could cost-check their medication prices at different pharmacies. Additionally, they could see their own drug prices overlaid with their particular health plan’s Rx benefits applied, or average cost of the medication.

Having created the authenticated website and developed out medication features, we realized we needed a way to get medication users to keep coming back and learning about their medications through MedSavvy's features.

We came up with a way to send personalized medication insights via email and in-app alerts to encourage engagement and retention.

The pharmacy manager worked with a team of clinical pharmacists, pharmacist admins and a senior data analyst. They were the brains behind the personalized insights we (digitally) sent to users taking medications.

Our team of senior software developers developed an in-house “campaignerator” that would be triggered based on rules set by the pharmacists for the medication users in our database.

Over 4 years, we developed 11 different types of personalized Rx insights including recommendations to start, stop, shop, switch, re-evaluate. We also sent medication users high priority FDA recall and safety alerts and general messages from the pharmacists. To encourage medication compliance, we also sent first fill, refill, and missed fill insights.

My Role and Execution

Collaborating with pharmacists. One of my principal roles was to support our team of 3 clinical pharmacists and 3 pharmacist admins. They were the subject matter experts for our Rx insights. From them, I needed to understand the value of each insight to communicate it succesfully across our product and with the stakeholders.
Problem-solving issues. I worked with our development manager and senior engineer, a specialist in our "campaignerator", to ensure we had the proper user journeys, tools, and backend infrastructure to successfully execute the insights.
Editing content and UX/UI. Through A-B testing, and in-person testing with the designer and the pharmacy team, we were able to home in on the precise messaging and improve the UI to engage with our users.

Challenges & Achievements

Challenges

Accuracy. As these personalized insights went to thousands of people, it was essential that the information was accurate, clear, concise and timed precisely.
HIPAA and privacy. We could only use HIPAA compliant client relationship manager (CRM) and could not include personal information in the emails. In our personalized insights, we used Salesforce Marketing Cloud.
Efficacy of certain Rx insights over others. Through extensive testing and data analysis done by our senior analyst, we learned that some types of insights worked better than others. People wanted to save $$, but only if it wasn't a big inconvenience. (This was helpful information as it helped guide our strategic approach to the insights).
Dismiss. Sometimes a user was not interested in a particular insight and would dimiss it. Occassionally, we had issues syncing all four of our systems to that preference.

Achievements