Pharmacy chains "36.6" and "Gorzdrav" have integrated data from Internet pharmacies into the system of monitoring feedback from customers

2023: Integration of online pharmacy data into customer feedback monitoring system

Analysts GlowByte and a team of pharmacy chains "" and 36,6"" Gorzdrav continue to develop the current system for monitoring feedback from customers. In addition to regular measurements of NPS retail at points, there were - integrated data Internet drugstores in it. A single approach to tracking customer satisfaction allows you to make quick decisions based on the needs of different customer segments. GlowByte announced this on September 4, 2023.

Advanced analytics of NPS key metrics provides an opportunity to identify factors underlying satisfaction at different stages of the customer journey.

According to Olga Karaeva, Lead for research from the team of SX GlowByte, the interim results of the survey showed that in online pharmacies, an increase in satisfaction with the general atmosphere of the pharmacy and personnel qualifications leads to an increase in NPS, in retail points - the general atmosphere of the pharmacy and prices. In online pharmacies, customers are more likely to be satisfied with prices than in retail, and of all the parameters, the speed of service is estimated above all.

In online pharmacies "Gorzdrava," the increase in NPS is observed with greater satisfaction with the atmosphere of the pharmacy and the loyalty program, in "36.6" - with greater satisfaction with prices and personnel qualifications.

Consumer behavior in e-commerce and in traditional retail has its own specifics, the same parameters of the client service are not equally perceived by customers: in online pharmacies, customers are more likely to be satisfied with prices than in retail, and of all the parameters, the speed of service is estimated above all. Therefore, it is important to have tools for fixing reactions at all points of contact between buyers and the brand, - said Olga Karaeva.

The versatility of the monitoring system for different sales channels allowed us to observe in more detail the work of our pharmacy network - how much the loyalty program is in demand, how much staff cope with consultations and whether the assortment of goods is sufficient in the rapidly developing segment of online pharmacies and in our classic points of sale, - said Maria Brenes Quesada, Marketing Director "36.6."

2022: Customer Feedback Monitoring System Development

Analysts GlowByte and the team of pharmacy chains "36.6" and "Gorzdrav" continue to develop the current system of monitoring feedback from customers. The company uses an NPS metric (from the English Net Promoter Score, or consumer loyalty index) as an easy and quick way to find out what customers think about the experience of interacting with the brand. On January 19, 2022, the GlowByte team announced the implementation of an approach that extracts more insights from the regular measurement of the NPS.

The survey was supplemented with questions about how satisfied customers are with the main elements of the purchase - prices, assortment, staff work, etc. The NPS allows you to understand how willing the buyer is to recommend a pharmacy chain, and the analysis of key drivers provides an opportunity to determine the factors underlying their reaction.

The resulting map of the impact of various factors on customer loyalty helps identify the highest priority common ground to work on.

"By expanding the number of measured indicators, we were able to observe in more detail the work of our pharmacies - how much the loyalty program is in demand, how much the staff copes with consultations and whether the range of goods is sufficient," said Maria Guzovskaya, head of the 36.6 customer care service.

As methodical support for surveys, the team proposed approaches for monitoring key indicators relevant for measurements on small samples.

"Despite the perceived simplicity of the NPS metric, its measurements require special accuracy so that you can see real changes in customer sentiment. The principle of sample formation, the moment and method of the survey, as well as a set of additional questions that allow you to determine the factors that influenced the client's assessment, are important, "said Olga Karaeva from the team of CX GlowByte.

2020: Integration of analytical marketing system with four communication channels

The 36.6 pharmacy chain automates targeted marketing processes based on GlowByte expertise and SAS solutions. GlowByte announced this on November 23, 2020.

The implementation of the project made it possible to radically reduce the launch time of marketing campaigns, increase their number and diversity.

Prior to the introduction of SAS tools, targeted marketing campaigns were prepared and conducted almost completely manually: customer sampling, base processing, loading into communication channels, monitoring and testing mailings took a long time. On average, it took 4 hours to launch one campaign. Communications were piecemeal, and the risk of sending messages to the client again often increased, although this was against the rules of contact policy.

The target audience with which the pharmacy chain works is large and diverse, and it takes 300-400 campaigns per month to reach all groups of buyers. To cope with this volume quickly and cost-effectively, specialized flexible tools are needed. In this regard, the management of the Pharmacy Chain "36.6" initiated a project to automate marketing campaigns. At the same time, it was important to get not just, but software a comprehensive solution covering all stages of communications - from preparation data to the construction of an interactive visual report on the results of targeted campaigns.

Prior to that, no one worked on the Russian pharmaceutical market with targeted marketing, therefore, when choosing a solution provider and an implementation team, the company was guided by the experience of retailers. During the tender, SAS solutions were preferred, because the vendor's analytical platform met all the requirements for functionality, including in terms of segmentation of the client base and the formation of contact policy.

In total, the project is designed for three years and was launched immediately on the entire network, without piloting on the test group. In the first year, the SAS Marketing Automation platform was introduced, the launch of campaigns was automated, the first version of the data showcase was built, and a contact policy was formed. As of November 2020, SAS-based analytical CRM system is integrated with four communication channels: email, SMS, pharmacist screen and offers on the check.

According to the results of the first phase of the project, the Pharmacy Chain "36.6" has already noted an increase in the intensity of communication with customers. During the first month of system operation, 98 targeted campaigns were launched, that is, 98 segments of different capacities were covered. For comparison, before that, 40-50 targeted campaigns were launched in a year. As of November 2020, 6-8 new campaigns are launched daily. They take into account the response of customers to previous campaigns, as well as the history of purchases. Campaign output times were reduced from 4 hours to 30 minutes.

In the future, it is planned to increase the number of campaigns launched to 400 per month, as well as transfer polls and trigger campaigns of the client service to SAS. By the end of 2020, predictive models will be launched that will predict the response and, in accordance with this, build communications.

We are committed to building personalized marketing. We want to have an individual approach to the buyer in everything - in offers, incentive policy, in communication channels, as well as in pricing. To do this, we accumulate and analyze a large database so that each of our interactions receives a positive response. Meeting the expectations of our buyers, we build trusting relationships with them and can be a reliable partner for them in maintaining health. We are glad that the SAS solution allows us to do this as quickly as possible and focus on working with customers and their needs, and not on technical details, - comments Maria Brenes, Marketing Director of PJSC Pharmacy Network 36.6.

During a pandemic, appropriate communication with the client is especially important. The implementation of SAS Marketing Automation by GlowByte's analyst and development team and 36.6 helped personalize customer offerings through microsegmentation. We also solved the problem of the frequency of mailing, which increased the loyalty and confidence of buyers. Moreover, business users can now focus on organizing targeted marketing processes rather than manual routine work. Our implementation team continues to work with the 36.6 team, we plan to develop the project further, "says Yuri Vlasov, senior project manager at GlowByte Consulting.

2019: Work on a BaaS project in the direction of client analytics

On April 17, 2020, GlowByte Consulting announced that from September to December 2019, the company and Pharmacy Network 36.6 worked on a joint project in the BaaS (business-as-a-service) format in the direction of client analytics. Partner companies had several goals: to prepare a methodological foundation for automating targeted marketing processes in Pharmacy Network 36.6 (in parallel, companies are introducing a Campaign Management class tool on the SAS platform), to achieve an increase in specific spending by 20% and the specific frequency of the target group relative to the control by 5% for current targeted campaigns.

Work on the project began with an audit of targeted marketing processes within the Pharmacy Network 36.6 and the collection of information about the company's customers. At this stage, it was important not only to determine the space for growth and improvement of results, but also to maintain successful and effective customer experience.

The key step in the project was the development of a methodology for assessing the effectiveness of targeted campaigns - the foundation of the entire process by which key management decisions are made regarding communication with the client. Using the Pharmacy Network 36.6's deep understanding of its client, the project team managed to adapt the traditional methodology for assessing the effectiveness of targeted campaigns to the specifics of the pharmaceutical market.

Usually, the tasks of improving the effectiveness of targeted marketing are based on continuous testing and piloting hypotheses: which segment of the target audience will better respond to a specific mechanics, how to choose the preferred channel of communication with buyers, what amount of reward to give for the purchase. At this stage, it is important to prepare test campaigns so that effective hypotheses can be immediately applied, and those who are not working can be discarded. Partners at GlowByte Consulting helped us develop a hypothesis testing technique that made it possible to clearly answer questions regarding customer interaction and identify key factors on which the likelihood of a campaign response depends. - says Maria Brenes, Marketing Director of Pharmacy Chain 36.6

A successful targeted campaign is, first of all, an analytical approach to its preparation: the selection of each campaign parameter based on the history of previous launches, pilots. That is why in such projects we always focus on the efficiency assessment methodology and strive to make it as fair as possible, taking into account the key goals of the CM and adapted to the client's specifics, - emphasizes Dmitry Mazur, head of retail practice GlowByte

Applying all the knowledge gained and selecting clients according to key attributes, the Pharmacy Network 36.6 team launched productive campaigns for a large volume of the target audience, as a result of which all established KPIs were fulfilled. The most effective campaign showed an increase of + 35% and + 50% in spending and frequency per client, respectively, and the overall profit efficiency of all campaigns more than tripled.

As of April 2020, Pharmacy Network 36.6 and GlowByte Consulting continue to work together on targeted marketing and client analytics tasks.