Evernorth Health Services
Evernorth is a health services company that provides pharmacy, benefit management, and behavioral health solutions for it’s members. My work in this space revolved mainly around making prescription management experiences easier to follow for members by refining the content in the pharmacy and pharmacy benefit experiences.
Express Scripts, a subsidiary of Evernorth, is an online pharmacy with over 100 million members. It's main product offerings include:
Home delivery
Online prescription management
Automatic refills
Coverage notifications
Cost-savings recommendations
Example 1: prescription management content enhancements (entry point, microcopy)
Background:
One of the biggest challenges Express Scripts members face is managing all of their prescriptions. They have the ability to order and modify prescriptions, but they live in different parts of the site depending on what type of prescription they are.
The business opportunity:
Encourage flow completion and conversion to book of business products such as home delivery and automatic refills.
The user opportunity:
Make prescription management (refilling, renewing, cancelling) faster and easier to understand to reduce time spent on the site.
Outcome:
2. Added a medication counter at the top of the list to help members get a high-level view of all of their prescriptions.
Dedicated entry point into a consolidated prescription list from the home page. While the name of the product was already decided, I drafted and refined the support text based on an evaluation of what aspects of prescription management were most important to members.
My Medications is now the most visited page on the site.
3. Refill counter in the prescription “block” to help view prescriptions at a glance.
4. Prominent link to archive medication to minimize list clutter.
Example 2: Categorizing prescription renewals (content strategy, getting stakeholder buy-in)
Background:
Members struggled to understand the difference between refills, renewals, and conversion opportunities. There was a strong business value in making conversions to book of business products more appealing, but members also needed additional education on what made those prescription opportunities unique and actionable.
After conducting terminology studies, we determined that members did not understand what a renewal was. There was not clarity on what made it different from a regular prescription refill.
Prescriptions need to be renewed after they expire or after a certain number of refills, even though they might be for the same medication and dosage. Our goal was to provide members with space to better understand renewals.
The friction point:
Stakeholders wanted to consolidate renewals and refills into the same type of prescription status and type, without highlighting or educating on the differences between the two. For example, this prescription status for a refill would just say “ready for renewal” instead of “ready for refill,” with no additional education or context around what a prescription renewal means for the member.
The problem with blending refills and renewals like this was that members were confused about the idea of something being “ready for renewal.” These felt like conflicting ideas, since renewals often took longer to get approved than refills. We received member feedback that this single piece of content made members unsure if they could continue, or what their next steps were.
From a strategic point of view we wanted to minimize confusion about renewals but not blend them so closely with refills that neither concept made sense to people. This is a common issue with product managers who believe that simply scaling content back accomplishes the same goal as choosing it thoughtfully and purposefully.
With research insights highlighting this comprehension issue in mind, we wanted to focus on prescription statuses that clearly defined the scenario in addition to using the filter categories as opportunities to educate members on prescription types and conversion opportunities.
Outcome:
Created dedicated banner spaces for each prescription category to give context and educate on what defines an actionable prescription. Instead of removing the word “renewal” altogether, I focused on the actionability of both refills and renewals to reinforce that both have clear next steps and can be ordered directly from My Medications. The goal here was to strike the right balance of pairing them together in the same section while still maintaining a difference between them.
Since healthcare scenarios can often be complex, I wanted to maximize scalable educational content wherever we could fit it in the My Medications experience. The overall goal of My Medications is to help members manage their prescriptions in one place, and I wanted to keep that idea in mind when drafting content that explains changes or recommendations to their prescriptions as well. I wanted to keep them in one place and have all of the context they needed to make an informed decision about their prescriptions in a streamlined way.
I applied the same approach to other filter categories in My Medications, like automatic refill enrollment and recommended conversions based on savings opportunities or coverage changes. I drafted these category banners with the aim to educate and contextualize the prescriptions that members will be reviewing, and both link to longer form content panels that go into more detail about the benefits of the product.
