Marketing Logic: Geoservice QR codes for patients

Main article: Geo-information system

2023: Service Presentation

The analytical company Marketing Logic, specializing in geoanalytics, data and artificial intelligence systems, on April 12, 2023 introduced a GIS service with QR code generation for patients to improve Patients Journey Map. In the pilot groups of the service study, the sales results of drugs for the year exceed the control ones by 3.5 times.

The service is aimed at improving the quality of service for patients and optimizing the funnel of purchasing the drug. The solution is a platform with an application (web/mobile) and a built-in geomodule, which, using a QR code issued by a doctor, finds the nearest pharmacies with the necessary drug and builds the shortest route to them. Thanks to the application, the patient can choose the pharmacy he likes, immediately go buy a medicine, schedule a visit on the calendar or order it on the pharmacy website, if it provides such an opportunity.

The application allows you to put a reminder about buying a new package, about the time of taking the medicine, displays the presence of the medicine in the warehouse of the pharmacy. The platform helps the patient to quickly and easily purchase a medicine from a group of drugs prescribed by a doctor in a prescription. If INN is unique, the application will display a specific drug.

For pharmaceutical companies, the platform collects data for further analysis of sales and building chains, and distributions also shows the effectiveness of field employees. The non-personalized ID data of each QR code allows you to connect the prescription statement in the LPU and the purchase of the drug in the pharmacy, regardless of the area of ​ ​ purchase. Thus, the manufacturer or distributor of the drug can assess the effectiveness of the "last mile" processes before selling the drug and optimize warehouse stocks, cooperation with pharmacies and pharmacy chains, prospects and results of interaction with LPU.

The 3.5-fold increase in sales in the control group indicates that we have actually achieved higher availability and convenience for patients and reduced the time to purchase the drug since receiving the prescription. The geoservice used in the study allows us to assess several parameters of the supply chain and the funnel of drug sales at the same time: the timeliness of drug delivery to pharmacies, the efficiency of medical representatives, the popularity of the drug group with doctors and patients, the geographical availability of drugs for patients in pharmacies. Such patient support can work and help all market participants. We ourselves are impressed with the results of the pilot project that took place during the year, and we consider this development an important social tool, "says Dmitry Galkin, Managing Partner of Marketing Logic.

The patient information service application is adapted for all the main types of operating systems of modern smartphones, integrated with the usual Yandex.Maps interface and allows you to work with an unlimited number of drugs and parapharmaceutical products.