Industry: Health and Pharmacy
How We Transformed Customer Experience and Retention for an Award-Winning Pharmacy Through Extensive Market Research
DRPM Services Provided:
— Market Research
— Customer Feedback Surveys
— Healthcare Satisfaction
Project Overview
Fairview, an award-winning, nonprofit, integrated health system providing exceptional health care, in partnership with HealthEast offer more than 30 pharmacy locations across the Minneapolis and St. Paul metro area. Fairview sought out DRPM’s research services to help them benchmark and track customer experience, manage retention, and identify critical needs and services required to achieve continuous improvement.
The Challenge
With Fairview, previous customer feedback data was limited by the implementation of direct mail paper surveys, which was expensive and inefficient. The data was skewed to older respondents, causing inflated positive response bias. It also didn’t represent their entire customer base. They had no way to quickly and proactively address complaints or issues, which caused dissatisfaction and risked customer retention. Reporting was delayed due to postal speed and the tedious requirement of manually entering every response. Fairview needed help to streamline the entire customer feedback process.
DRPM's Solution
Our first step was to recommend the implementation of the DRPM Patient Pulse program, allowing Fairview to receive immediate results from all segments by location, demographic characteristics, etc. with a high enough volume to allow for advanced statistical analysis. From there, a mixed-method approach was adopted, including regular email campaigns to recent customers, a survey link and promotion at the bottom of register receipts, window clings with QR codes displayed at drive-throughs, in-store signage, and random selection telephone interviews conducted at DRPM’s in-house call center. Next, we provided cloud-based reporting access, allowing Fairview’s executive leadership team, pharmacists, and store management to track results and performance in real-time. Automated alert triggers were integrated into the survey, instantly sending an email notification to the staff of the applicable location if there was a dissatisfied experience. Furthermore, we conducted pharmacy satisfaction research studies annually, allowing Fairview to compare their scores to national averages and key competitors.
Our Results
MOE +/-2
Achieved Accurate Quarterly Margin of Error Data
WOMI+
Word of Mouth Index Scores and Customer Satisfaction Improved
MRKTG & MNGMENT +
Increase in Leadership Rolls Through National Benchmarking
What Did They Say About Us?
“I want to thank you so much for what a wonderful partner you have been to us. You and your team have provided a fantastic service and helped us better understand our business and customer preferences over the years.”
—Large Integrated Health System, VP of Operations
