Challenge
The University of Vermont Medical Center wanted to expand the customer base of its free Mail Order Pharmacy service. This service provides rural communities with a convenient, time-saving way to access medications, directly improving health outcomes by enhancing medication adherence.
Goals
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Grow enrollment in UVMMC’s mail order pharmacy.
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Removing roadblocks in the sign-up process for the free service.
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Help improve medication adherence in rural communities.
Outcomes
Reaching both metro and rural communities required a mix of strategies, from targeted digital and social ads to direct mail and in-practice materials at UVM Medical Center. We also improved the user journey by adding more ways to express interest and sign up.
Combined, these efforts increased interest so much that we were able to scale back some of the more costly marketing efforts and allow the pharmacy to catch up with demand.
Sometimes the smallest adjustment can have the biggest impact
When we started with UVM Mail Order Pharmacy, sign-ups were limited to calls during pharmacy hours, which could be inconvenient or easily forgotten. Since online sign-ups weren’t an option, we introduced a callback request form to capture interest after hours. This provided a clear list of leads for follow-up and made it easier for people to access a service that could improve their health.
The strategy was so successful that it allowed us to scale back on costlier tactics while the pharmacy caught up on the influx of submissions.
- 170 forms submitted in just over a month after the form was introduced
