IMTG_RedPill_Nirvana.Pharmeasy Casestudy

**PharmEasy** is one of India's leading online healthcare platforms, established in 2014, which offers a wide range of healthcare services, including medicine delivery, diagnostic tests, and online doctor consultations. The platform is designed to provide users with easy access to healthcare solutions from the comfort of their homes, particularly focusing on simplifying medicine delivery and diagnostics through its digital infrastructure.

### Key Services Offered by PharmEasy:

1. **Online Medicine Delivery**:
PharmEasy allows users to order prescribed medicines through its app or website. The platform partners with local pharmacies to deliver a wide range of medicines, over-the-counter products, and health supplements. It offers substantial discounts and cashbacks on purchases, making it an affordable option for customers.

2. **Diagnostics and Lab Tests**:
In addition to medicine delivery, PharmEasy offers diagnostic test bookings, including blood tests, full-body checkups, and specialized tests. The platform partners with reputed diagnostic centers and laboratories, ensuring that test results are delivered to users digitally.

3. **Doctor Consultations**:
The platform also connects users to healthcare professionals for online consultations, making it easier for people to receive medical advice and treatment options without having to visit a hospital or clinic.

4. **Healthcare Products**:
PharmEasy offers a variety of healthcare and wellness products, including personal care items, medical devices, and fitness supplements.

### Technology and Operations:
PharmEasy leverages technology to streamline healthcare services by building a robust supply chain and data-driven operations. The company uses an integrated model that connects customers with pharmacies, diagnostic labs, and doctors. By using real-time data, it ensures faster deliveries, accurate test results, and efficient management of orders and prescriptions.

### Growth and Expansion:
PharmEasy has experienced rapid growth since its inception, becoming one of the most recognized names in India's health-tech space. In 2021, it made headlines by acquiring **Medlife**, another popular healthcare delivery platform, further solidifying its position as a market leader. PharmEasy also acquired a majority stake in diagnostic company **Thyrocare**, marking its expansion into diagnostic services on a large scale.

The company has attracted significant investments, enabling it to expand its services and geographical reach. Its customer base continues to grow as the demand for accessible healthcare services increases, especially post-pandemic when digital health solutions gained even more prominence.

### Industry Impact:
PharmEasy is part of the booming health-tech industry in India, which is expected to continue growing as more people turn to online platforms for healthcare solutions. The company has revolutionized the traditional pharmacy and diagnostic experience.

1. PharmEasy
To understand the UI_UX experience of customers
and accordingly suggest ways to improve it
Team – Nirvana
Shagun Gupta
Dhruv Singhal

IMT Ghaziabad – 2020-22

2. •Insight generation &
Implications

•Need Gap Analysis

Tool : Qualitative Interviews
Recommendations
Understanding Customer Behavior
& Attitude towards the app

Tool: Questionnaire

SCOPE OF THE PROJECT
UI_UX experience of the existing customers Benchmarking the experience with other competitors

3. METHODOLOGY
DEFINE THE
PROBLEM
RESEARCH
OBJECTIVES
QUALITATIVE
EXPLORATION
DATA
ANALYSIS
INSIGHTS
RECOMMENDATIONS
To identify the gaps in the mobile application
To understand the customer experience with the
application
Identify targets based on inclusion & exclusion criteria
Develop questionnaire, conduct interviews & collate
data
Identify customer preference for benefits of
product
Correlate the same with product features
Need gap analysis
Suggest changes basis the insights
generated
Scheduling
Appointments with
the current and new
users
Conducting
interviews,
gaining insights
Feed back on
interview
sessions
Modification in
interview
methodology
For Customer Interviews

4. Total number of Customers Interviewed: 16
STAKEHOLDER DISTRIBUTION
TG: 35–50 Years
How Tech Savvy!
Total number of Customer entries for Primary Research : 131

5. INSIGHTS
Based on Questionnaire
Most Preferred App
Pharmeasy (+ Medlife) 49.78%
NetMeds 11.18%
MedPlus 3.73%
1mg 35.31%
Main Reason to choose any App
User Friendly UX/UI Platform 15.04%
Desirable Services (Features,Delivery, etc.) 35.40%
Ease of navigating, ordering 4.42%
Secure Payment methods 26.55%
More Discounts and Promo codes 6.19%
Cancellation/Refund/Returns 12.39%
Major Purpose of using Online Pharmacy Apps
Order Medicine 61.00%
Schedule Lab Tests 21.00%
Ordering Health Care Products 18.00%
Suggestions of desirable UI/UX Features
•Less Cluttered homepage, revealing all areas of service,
appealing colors and icons
•Easy to understand, clean layout of a sample prescription
•Ability to locate nearest stores, using Google maps, when
travelling
•Section for Home Remedies to help people stay healthy and cure
minor ailments
•Voice- Enabled or Picture- drop Search box
•Able to maintain daily-health diary, reminders
•Timely customer support, sample collection, delivery of report
•If the customer does not have a prescription, they can be given
an option to consult a qualified and accredited ‘Pharmeasy
doctor’, from where valid prescriptions can be generated

6. INSIGHTS
Based on Qualitative Interviews
Most Commonly faced Problems -

Even after final billing and payment, prices of medicines
hiked in an hour or two, leading in payment issues
Features – Difficult to place an order due to complicated
and comprehensive process
Difficult to create a PharmEasy plus account
Prescription is required even for smaller orders
Online consultation only as an alternate option for
uploading prescription, not as full time

App is sometimes slow and doesn’t function properly;
lags while making payment which causes interruptions
and payment failure

Payment mode- Multiple options for payment are
available but during refund, only can be transferred to
PharmEasy Wallet
Unaware of coupon codes during the checkout process
Most Desirable Features-

Saved 15%-20% on orders through PharmEasy coupon codes
and promos

Wide range of product availability and timely delivery

Relevant offers, schemes, discounts
Best content available on PDP

Useful information such as suggestions on frequently bought
together products, side effects, precautions, directions for use
etc.
Moderate ease in finding relevant product / service

Appreciated customer service, quick response, staff
politeness, expert knowledge

Able to book diagnostic tests online, including blood tests, lab
tests, full body & other preventive health checkups from the
convenience of home

7. OUR RECOMMENDATIONS
Facilitating search option by symptoms and active
ingredients

Should be available in multiple languages and audio-
pronunciation of medical terms

Tutorials regarding importance of prescription (as half the
orders received get rejected because of prescription-
related errors)

Separate section for patients seeking help for eating
disorders, anxiety attacks, depression etc., which may
include related articles, diet-charts, consultation with
dietician, psychologists

Inclusion of Fitness, Dietary, Fertility and Health
Calculators like BMI test & charts, Calories calculator,
Multipoint Pace Calculator, 6 minute walk test

Separate gender/age related sections- Babies (Include
vaccination charts), women (pregnancy/fertility related
charts)

Ensuring search success with typo tolerance (as names are
often very long and complex)

Adapting search results, display ads, prompts to seasonality
and special situations, eg. allergy pills in spring and drugs
for fighting flu in winter

Ensuring quality check during transit of medicines between
supplier and buyer to gain consumer trust

In case of delayed delivery, stock-out of certain medicines
from the placed order, an instant SMS about modification
in order should be sent

Add more modes for refund, apart from Pharmeasy wallet,
like source account, PayTm etc.

Predictive search, prompts or autosuggestions by studying
user’s recent activity

Substitute suggestion and drugs comparison in terms of
their effectiveness, price range, etc. would be appreciated

8. Learnings Challenges
KEY LEARNINGS AND CHALLENGES
Approaching a
problem
Developing questionnaire and
conducting Interviews
Analyzing data to make meaningful
suggestions
Learn about
medical
technology
sector
Convincing respondents
to download app and get
familiar with them before
in-depth interviews
Scheduling
Appointments
Conducting interviews
over call

9. THANK YOU…