Medco's Rx For Online Prescription Success

The healthcare industry has been slow to adopt the disciplines of scenario design. But an examination of one of the industry's most successful sites proves that designing with a clear understanding of personas and user needs is as applicable in healthcare as anywhere else. Pharmacy benefit management (PBM) powerhouse Medco was one of the first companies to invest in persona research and to design its site with a disciplined process of user research and usability testing. The strategy has paid off with a site that keeps transaction costs low while creating a platform for driving the kind of education and decision support that turns passive Rx takers into careful Rx shoppers. Medco's business leaders recently shared the processes and practices behind its new My Rx Choices decision support tool, as well as the business results that let them count this endeavor as a success — including positive ROI a mere nine months after launch. Healthcare customer experience professionals take note: This is the act to follow.