PRESCRIPTION TRANSFERS

Today, one of the friction points for GoodRx users to get the best price possible on their prescriptions is transferring your prescriptions from one pharmacy to a lower-cost one. We want to use technology to make this process more seamless for GoodRx users.

We know that lower prices result in better conversion, refill rates, and basket size. However, today our users do not shop at the most “optimal” pharmacy to maximize their savings. We believe that one of the barriers to that is the inherent cumbersomeness of transferring their prescription to a better pharmacy. We hypothesize that if we made it easier for users to transfer their prescriptions, more users would do so and get a better price for their basket of drugs. If they can get a better price, they will convert at a higher rate and be more likely to continue to use us for refills (and potentially use us for more drugs).

Current Problem

• GoodRx doesn’t offer universal transfers. 

• We’ve done CVS eCoupon and Walmart Transfer, but it didn’t perform as well as we had hope.

• People think transfer is hard, or they don’t know they can transfer between pharmacies.

• Transfers, unfortunately, are not instant - users will need to wait for a few days before the transfer is completed.

• Some prescriptions cannot be transferred

  • Schedule II drugs cannot be transferred at all

  • Schedule III, IV, V drugs can be transferred once

Success Metrics

If we were able to get X% of people who would reasonably benefit from a transfer to transfer, we’d expect to add $Y to a user's LTV and therefore, $Z to our annual revenue run rate.

Proposing Solutions

• Providing Universal Transfer to all GoodRx users.

• We’d like to use technology to make this process more seamless for GoodRx users.

Research Questions

• Do people know they can transfer their prescriptions to different pharmacies? 

• Do people think transfer is hard? And what makes it hard?

• If transfer is easy, would you do it?

• Do users want to transfer all their prescriptions?

• What’s the expected timeline to pick up from the new pharmacy once transfer is initiated? 

• Do you have more than one pharmacy you go to?

Questions & Challenges

• How much can we automate the “transfer” experience? Is the current fax flow sufficient? If it needs more manual work, can we identify “high LTV” customers to do this transaction for?

• How do we handle the case if a user is out of refills?

• Can we survey users to find out if they know about prescription transfers and what, if any issues they’ve run across in the past when trying to initiate a transfer?

• Does storing a user’s info trigger any HIPPA compliance issues?

Customer Journey

User Flows

Onboarding

We want to A/B test onboarding experiences. The current onboarding asks users permissions location and notifications. This new onboarding will ask the user to add their current pharmacy. By knowing a user's pharmacy, we now know their location and can provide accurate pricing and provide transfer service at the right moment.

Price Comparison

To really help the user knowing they can transfer their prescription, we have several entry points through the price page and coupon page based on if the user has given us their current pharmacy through onboarding or not. We only want to surface the transfer tool when the price difference is significant enough for a user to do so. We also need to consider the distance between pharmacies.

Transfer Flow

Depends on if the user has provided their current pharmacy during onboarding, we can autofill their current pharmacy information during transfer flow. Instead of going through pages of steps, we present all the required info in front of the user to make it more transparent and less daunting.