Walgreens’ mobile app brings older patients into digital fold
DEERFIELD, Ill. — Walgreens’ mobile apps biggest fans aren’t exactly the demographic people typically associate with technology adoption. The chain on Tuesday shared data showing that more than 20% of its user base are ages 55 years and older — a demographic that only makes up 9% of overall smartphone ownership.
And 27% of people using Walgreens’ mobile pharmacy tools fall into the 55-plus demographic, compared with the 10% of smartphone owners in that age group who told Forrester Research they use health-and-wellness apps. Walgreens said that it credits such tools as Pill Reminder and Refill by Scan for the app’s popularity in this demographic group.
“One of the things we repeatedly hear is that customers really value their connections with individual pharmacists and staff,” Walgreens divisional VP loyalty Mindy Heintskill said. “We wanted to replicate that connection digitally, so customers can get a high-value, personalized experience even when they can’t make it into a store. We created Pharmacy Chat, which enables customers to have access to trusted experts through our site or mobile app anytime of the day or night, wherever they are. We’ve also seen opportunities for tools like individual pill reminders and prescription alerts to help our customers simplify their daily lives.”
Among the feature enhancements Walgreens has made to its loyalty app is TouchID support on iOS devices and secure auto-login to make it easier for users who might have a hard time remembering or finding their login information, as well as simplified menus and support for phones that offer larger font size options for apps. Additionally, the app features the pill reminder feature to make it easier for older patients with multiple daily dosages to remember their medication, the company said.
“You know you’ve got a differentiator in the marketplace with this kind of traction,” Heintskill said. “With consumer expectations rising, we continue to put customer needs at the center of everything we do. The fact that more than 20% of our app users are in the 55 plus age group is a testament to the extensive research and consumer testing our team conducts to develop the most customer-centric tools for our users. We innovate based on our customers’ needs — not just for the fun of it.”