Omnidocone service for doctor, patient and pharmacy
A B2B and B2C health platform in Mexico. I led service and product design, mapping the whole service before designing any screen: who is involved, what each of them needs, and where the experience broke between them.
“Patients prefer to buy the generic medicine, and the doctor never knows.”
The situationThere is no regulation on the sale of medicines in Mexico. Patients often switch to another pharmaceutical company’s product because of price, so the prescription, the purchase and the follow-up live in three disconnected places.
Discoverylistening to every side
After the kickoff with the pharmaceutical group, we ran Jobs to be Done interviews with every actor in the service.
The ecosystemno tool connected them
Four actors, each with a piece of the patient’s story. Omnidoc sits in the middle so information can flow between them.
On a phone, scroll the map and the blueprint sideways.
Service blueprintfrom symptom to medicine
The patient’s journey across both products, with what the clinic, the pharmacy and the platform do behind each step.
| 01Find a doctor | 02Book | 03Consultation | 04Tests & results | 05Prescription | 06Buy medicine | 07Follow-up | |
|---|---|---|---|---|---|---|---|
| Patient actionsPatient app | Searches doctors by need and location | Picks a slot and books | Attends, pays the consultation fee | Sees lab results in the app | Gets the prescription on the phone | Buys the medication in the app | Gets reminders and books again |
| FrontstageDoctor web app | Doctor profile and availability | Appointment lands in the agenda | Doctor reviews history and results | Doctor views lab results | Doctor issues the prescription | Doctor can see what was bought | SMS or email to the patient |
| BackstageClinic staff & pharmacy | None | Secretary manages the schedule | Staff process the fee | Nurse uploads results | None | Pharmacy fulfils the order | Secretary sends reminders |
| SystemsOmnidoc platform | Doctor directory | Scheduling | Payments | Results storage | Digital prescription | Pharmacy catalogue & orders | SMS / email messaging |
| Pain beforeFrom discovery | Hard to know which doctor to trust | Booking by phone, during clinic hours | History lives on paper | Results arrive late, separately | Paper prescription, easy to lose | Switches to a cheaper generic | Doctor never knows what was taken |
| OpportunityWhat we designed for | One place to find, compare and book care | The patient’s record travels with them | Close the loop from prescription to purchase to follow-up | ||||
Two productsone service behind them
Patient app
Search for doctors, schedule appointments, access test results and prescriptions, and buy medication.
Clinic web app
View lab results, issue prescriptions, manage the appointment schedule, process consultation fees, and send SMS or email messages.
What washard, and new
- New methodOur first time running Jobs to be Done, with a team learning it as we went.
- Remote workshopsFully remote sessions with doctors, pharmacists and pharma teams who weren’t used to the format.
- Four sidesEvery decision had to work for patients, clinics, pharmacies and pharma companies at once.