Background: What makes for an ideal checkout experience for prescriptions? Due to a variety of factors, including access and convenience, greater percentage of Americans are choosing to complete prescription purchases online.
Objective: In a nationally representative remote usability study, we compared the online checkout experience between Express Scripts, Amazon, Walgreens, and CVS among maintenance medication takers between ages 21 to 65+ in order to identify the ideal checkout experience for patients.
Methods: The 24 participants recruited from across the United States completed online checkout of vitamins on Express Scripts, Amazon, Walgreens and CVS through remote screen share.
Results: Results indicate that usability and appearance play important roles in patients’ judgement of trust and credibility, as well indices of loyalty (eg, likelihood of returning and referral to colleague/friend). Specifically, usability of a website was significant in terms of being positively associated with trust of the website (r=.659, P<.001), and loyalty to the company (r=.707, P<.001).
Conclusions: Recommendations for improving online checkout highlight opportunities to increase patient satisfaction and overall company revenue.
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Edited by T Hale; This is a non–peer-reviewed article. submitted 15.08.17; accepted 25.08.17; published 22.09.17Copyright
©Ellie Shuo Jin, Elizabeth Pratt, Danielle Smith. Originally published in Iproceedings (http://www.iproc.org), 22.09.2017.
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