Overview
Scription is a first-of-its-kind medicine delivery app tapping into the UK's large network of pharmacist independent prescribers (PiPs) to enable patients to receive the treatment they need in less than 60 minutes, and without having to leave their homes.
Challenges
Scription raised more than £500k in seed funding in mid-2022, and built v1 of their app and web app, following which I joined the team as a Product Growth Manager with 4 key objectives:
- Developing the brand and product value proposition, USP and messaging strategy
- Launching, testing and scaling customer acquisition channels across paid and social
- Optimising onboarding and purchase journey through Conversion Rate Optimisation techniques
- Managing customer interactions and engagement to drive repeat orders using CRM and CEM tools
Approach
Value Proposition Design
As a first step, I was part of brand sprint workshops working with the founders to define their tone of voice, core selling proposition and differentiation. The key benefit to using Scription over other products is the speed with which you receive your medication. Most medicine delivery services are able to complete next-day delivery, but Scription is the only service offering same-day delivery within 60 minutes using couriers.
I then set about copywriting, and trying to hone in on the key messaging and value proposition of the brand and service. We went through several iterations, testing some with user groups as well as using A/B testing on the website home page to find out which message drove the highest conversion rates. After several months, we finally landed on "Get Better, Faster", and we shifted our attention towards other parts of the homepage and website to improve customer understanding.
Paid Media and PPC
As a primarily ecommerce, on-demand delivery service product, Scription needed to meet consumer demand where it was. A key objective with paid media campaigns was finding ways to serve ads to high intent individuals facing an immediate need for a medicine.
Given that there were limits on which medication could be delivered in this way, it was important to classify the medications into "emergency" and "non-emergency" groups, and identify demand for each individual medication, as well as the associated condition. To develop the PPC campaigns, I began by conducting keyword research, identifying opportunities, trends and search terms that could deliver orders for the brand.
The next step was building specific condition-focused campaigns targeting each of the conditions we were treating. Early testing revealed a few winners, which we increased budgets on and began delivering sales. Next, we needed to continue testing other conditions to identify further demand, and so I continually built out condition-specific campaigns to find new winners. I also identified trends and seasonality–an increase in orders of hay fever medication during spring for example, and a spike in orders of other drugs on weekends and bank holidays–which we were able to capitalise on by increasing bidding and budgets on those days.
Further experimentation was done with different ad formats, Google Performance Max, Display and Search campaigns, as well as channels–namely Meta.
Data & Analytics
As a product growth manager, I was responsible for executing the business's data and analytics strategy, including by building analytics, tagging and tracking solutions, as well as reporting and BI dashboards.
I began by working with the product team and other stakeholders to understand key questions and Insights that were needed, as well as fully comprehend the user journey. Based on this, I developed an event map that would be integrated by the dev team, and form the backbone of our data and analytics operations.
Using the data, and based on stakeholders' expectations, I also developed a BI dashboard using Looker Studio which could be used on an ongoing basis to monitor performance across the funnel, including paid media, acquisition and conversion rates.
In order to support optimal ad performance, I was also responsible for setting up, maintaining and upgrading tagging and tracking solutions, and also completed the business's upgrade to server-side tagging solutions which led to a significant increase in ad performance and attribution.
Conversion Rate Optimisation
A core part of my activities at Scription was optimising conversion rates across the user journey and purchase funnel. As an ecommerce product, users had to go through multiple steps before placing their order, including filling out a questionnaire which would be forwarded to the prescribers. Given the length and complexity of the process, it was important to ensure each step was fully optimised and friction minimised.
I began by using the data and analytics framework to visualise the funnel users were going through, and then identify points with the highest drop-off or abandonment rate. For example, customers were abandoning the journey after clicking through multiple pages of the questionnaire, so I recommended we make each step advance to the next automatically upon completion.
Another major drop-off was on the last step of the checkout process. Users were not clearly understanding what to expect before being transferred to the payment provider, and there appeared to be a major drop-off on this point. Adding better communication and simplifying the checkout process contributed greatly to a higher conversion rate.
Another key activity was landing page optimisation. Even with a great checkout funnel, it is still important to be able to convince customers to begin the checkout journey once they land on the landing page. Working with a cross-functional marketing team, and drawing on our insights and learnings, as well as the output of the branding workshops, I began designing and executing A/B and multivariate tests on the landing pages aimed at improving conversion rates.
One of the important things we wanted to test was pricing strategy and use of discount codes to drive purchases. A working hypothesis was that customers would be more likely to place an order the higher the discount was. An additional hypothesis stated that conversion rates would increase by about the same amount regardless of the exact discount percentage (within reason).
Unsurprisingly, tests did indeed reveal that the very existence of a discount significantly increased conversion rates. Higher discount rates however did not yield better conversions–meaning it was possible to offer a lower discount rate and still get the same benefits.
Results
During my work on the project, we;
- Successfully developed Scription's value proposition and messaging
- Built the analytics suite from the ground up, including by developing a BI dashboard
- Identified and scaled key channels for sales acquisition
- Optimised purchase flows, increasing conversion rates by >60%
- Generated thousands in monthly revenue driven by PPC campaigns
