Pharmacy2u: Developing Innovation and Creativity for Business Growth

This report examines Pharmacy2u's approach to innovation and creativity for gaining a competitive edge, particularly in light of the COVID-19 pandemic. It focuses on the development of a Mental Health Resilience Application designed to support individuals' mental and physical well-being. The report details the application's features, target market, and unique selling points compared to competitors, including the integration of short workout sessions and personalized fitness training. It also discusses the implementation of an e-commerce strategy using Shopify for application distribution and subscription management. Furthermore, the report addresses the importance of data privacy and protection, highlighting compliance with relevant regulations and security measures for cloud data access. The analysis concludes that this innovative approach can enhance Pharmacy2u's brand recognition, improve customer engagement, and drive business growth.

Developing Innovation and
Creativity for Business
Advantage
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Executive summary
Innovation is important for an organisation as it gives them a competitive edge in a market
segment through which they can penetrate in market fast way and can provide better services
consumer. Due to the outbreak of covid-19 physical and mental health of individuals are being
affected in negative way which have adverse impact on their way of living in which they are
subjected to frustration, anxiety and stress. In order to cope up with this situation Pharmacy2u
come up with a new innovative launch which is Mental Health Resilience Application. This will
help them to provide consumers a way to live a healthy life. In this with the help of various type
of marketing channels such as use of social media like Facebook, Instagram is undertaken which
helps organisation to influence large number of consumer attention in efficient way.
Organisation will also take advantage of paid search engines such as Google to demonstrate
highlighted features of the new innovation among. Consumers with the help of emphasising upon
consumer journey company will provide seamless services and facilities to consumers in order
support them in living a healthy life. Pharmacy2u will consider the various law such as data
Protection Act 2018, privacy and Electronic Communication regulation and implement security
measures to have secure access of the cloud provider. This efficiently enhances transparency and
security of the new application which allow consumers to download them without any malware.
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Executive summary..........................................................................................................................2
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
A) The innovative product OR unique service proposition.............................................................4
B) eCommerce (propose to setup an online website)......................................................................4
C) Marketing....................................................................................................................................4
D) Privacy and Data Protection.......................................................................................................4
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5
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INTRODUCTION
In current business environment a business firm have to deal with variety of market
complexities and operate with fear of competitors. Business managers needs to derive maximum
advantage from investment of business resource and establish better brand image of the
corporate. Creativity and innovation go hand in hand, to enhance competitiveness and
profitability in any industrial sector business organisation needs to be innovative and creative to
present something unique in a market segment which will significantly help in influencing
attention level of consumers (Andriopoulos and Dawson, 2021). With the help of innovative and
creative services and products organisation can become a better problem solver and can connect
with community. This will significantly aid organisation to improve productivity and enhance
competitiveness and improve brand recognition and value while maximising overall turnover and
profitability on simultaneous basis. In addition to this, creativity and innovation assist an
organisation to develop new way to make improvement in their existing product or service to
optimise their operations. With help of innovation organisation can think out of the box beyond
traditional solution and can take advantage of new opportunities to serve consumers and
community in a better way. Business organisation with help of undertaking use of innovation and
creativity can not only enhance their profitability but can also promote employees thinking
which will enhance organisation business operations efficiency efficiently.
Present report is conducted on Pharmacy2u which is operating its business operations in
pharmaceutical industry and was founded in the year 1999 and headquartered in Leeds, United
Kingdom. Organisation is involving in piloting the electronic transfer of prescriptions in the UK
in United Kingdom. The given report document will highlight role of innovation in deriving
better productivity of the business firm. For the report pandemic situation of COVID-19 and its
related impacts to operations of business organisation is being taken into consideration. Present
report include discussion upon the innovative of product or service which company is planning
to introduce for consumers. Along with this discussion upon e- commerce website, marketing
and analysis of privacy and data protection is being discussed in this report.
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MAIN BODY
A) The innovative product OR unique service proposition
The innovative product
The product which can be sold reflecting to current pandemic situation will be Mental
Health Resilience Application. For the reason being the given pandemic have led to mental
health disturbance of many individuals’ life. Introduction of this application will provide reality
of the situation and will emphasis on efforts to cope with mere impacts of COVID-19. This
innovation will be help individual to keep their mind at good state in times of frustration and
stress developed due to pandemic situation. In addition to this, provided innovative product will
engage with individual's physical fitness by providing them with fitness exercise at home. The
said application can be downloaded simply by clients or customers and will require a paid
subscription for $5/m. With help of Mental Health resilience application individuals will be
effectively provided with different type of short work out sessions that will help them to be fit in
both physical and mental way. This app will encourage individual to exercise daily on daily
basis, as in this progress is reset to zero when individual mis workouts on continuous three day in
a row. With the help of this healthy individual can take care of their physical fitness which will
effectively take care of their mental health (Bodolica and Spraggon, 2021). It has been known
that exercising is effective to stimulate chemicals in brain which helps in elevating mood. With
the help of this innovation organisation will efficiently offer a strong support to consumers and
individuals in a well-defined and effective manner. This app enhances the quality of life of
individual as in this they are having access of short workout sessions that will help them to make
short goals and accomplish them. It also helps them to stay motivated and energetic throughout
the day which helps in reducing stress and anxiety it helps in developing their mental state in
efficient manner.
Due to significant increase in the penetration of smartphones and tablet across all
geographical sector around the world. It has been evaluated the market area of Mental Health
Resilience Application is extended. This is the major factor which proves to be effective in
driving growth of this innovation in marketplace. This application is basically a software which
can be easily downloaded from any mobile device such as tablet or smartphone. These apps are
mainly developed to help users to exercise and release their stress with short term goals. In
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addition to this, in this with the help of planning and implementing healthy nutrition tips with the
help of this app consumers can take care of their wellbeing. Covid-19 have drastically disrupted
the whole and many industries business individuals are bearing the brunt of this pandemic. In
this to reach with audience with a digital post this application will help in driving significant
change in their life. The main consumers or target market for this application will be the
individuals who ages from 20-60 who wants to lead healthy lifestyle. Along with this this app
will specially attract fitness fanatics who are most enthusiastic fitness and healthy app users
(Boisvert and Khan, 2021). With help of unique service that will be provided in this app interest
of this group of consumers will be attracted. App will be provided to consumers on both iOS and
android version. Along with this individual can also download this application on companies’
professional website. By downloading this applications consumer have excess of workout
program which will significantly help them to maintain their physical and mental health in
efficient manner. In order to sustain present innovative business proportion in market segment
for longer period of time periodic upgradation will be undertaken in this application in which
later individuals have access of their own personal trainer.
Along with this for long term sustainability other additional benefits will be added on later
basis in which individuals can connect with people in the same area and can share fitness goal to
lead an active lifestyle. Pharmacy2u is operating their business roles and responsibilities in
Pharmaceutical industrial sector and have number of competitors like Lemonaid Health, PillPack
by Amazon Pharmacy, Blink Health and more. Competitors offer their products on their website
and IOS and Android version. Due to the outbreak of covid-19 there is drastic impact on
individuals’ mental health. This makes these organisations to come up with the ideas and have
also launched product or innovation in this segment. However, in order to differentiate from
these competitions, the unique service which will be provided to consumers through this app, in
that in this individual can daily schedule their short workout sessions and can later take use of
own fitness trainer (Dinesh, 2021). Along with this with periodical upgradation in this app as per
the business trend and consumer needs will be done. This innovation will be significantly helps
in making Mental Health Resilience Application different from competitors in order to stay
longer in market. From the above-mentioned analysis of competitors, it had been determined that
Mental Health Resilience Application will encourage and motivate individual to exercise on
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daily basis, as if they miss workout session for three days in a row then their progress will be
reset to 0 which is most attractive feature of this app.
Thus, from the analysis it has been identified that with the help of attracting consumers by
providing attractive and unique service to them through this application the target market
consumers will be attracted in a well-defined in an effective manner. Furthermore, with the help
of making periodical upgradation in this application company will assure long-term
sustainability and will serve consumers in a better way which will help them to significant lead a
healthy life, engage in physical exercises in order to reduce their frustration and stress
(Hoonsopon and Puriwat, 2021). Due to covid-19 there is adverse impact on mental and physical
health of individual. In this, this app will prove to be an effective tool which will help them to
engage in regular fitness exercises at their home. With the help of so short workout sessions that
can set their goals and can lead a healthy lifestyle which will promote them to be mentally fit.
B) eCommerce
A website is defined as a collection of web pages as well as related content which is
physically identified by a common domain name. Users can have access on range of devices
including tablet, desktop, laptop and smartphone. In terms with online website, it is made up of
collection of publicly accessible and interlinked web pages which shares a single domain name.
It has been evaluated that covid-19 have negatively impacted mental as well as physical health of
individuals. In this to provide them assistance and support in order to be in a good mind state and
reduce stress and frustration Mental Health Resilience application will provide them a paid
subscription for $5/m in which consumers can download this application from mobile devices,
smartphone and from website (Jalinus, 2021). With the help of developing online website using
Shopify Pharmacy2u have excess of using online store builder and can develop website
efficiently. In this with the help of taking use of developing online website with the help of
Shopify company will undertake use of SaaS model which is defined as a software as a service
and a software licensing model and duly allow consumers to have access to software of
subscription basis using external service. SaaS allow every user to access programs through the
internet. In this company will sell their application to consumers on demand in which they are
required to follow a subscription-based model in which users can choose subscription plan and
can pay fix sum of money on annual or monthly basis. Along with this this application will be
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easily downloaded by consumers on both iOS and android version in which they are required to
pay subscription. With this they will be provided with access of unique experience and they will
also have access of many upgradations which company will make on periodic basis according to
their needs and demands and business trends. Furthermore, it has been underlined that in order to
build a long-term commitment organisation will invest in creating content, with an efficient plan.
In this organisation will hire experience content creators who will help in increasing organic
search traffic. It also helps in building trust and authority and assist in enhancing brand
awareness. With the help of creating content users can have access of in-depth analysis of this
application which will also help company to make improvement in search engine optimisation as
well as online visibility. Creating content will prove to be a cost-effective measure in which
company can influence their target market in more efficient manner.
Furthermore, for seamless payment options Pharmacy2u will provide consumers facility to
make payment with different payment services such as credit or debit cards and more. In this to
stay compliant with norms organisation will ensure security of credit and debit card transaction
in the payment industry (Kršlak and Ljevo, 2021). In this company will combat security threats
while fulfilling PCI-DSS compliance and will develop a culture of awareness and will also
educate employees on continuous basis. Company will also avoid storing payment information
wherever possible and will stay committed to people technology and processes.
C) Marketing
Marketing plays important role for any organisation respective of its size and scope which
helps in selling and promoting products and services. In this organisation needs to conduct in-
depth market research and evaluate needs and demands of consumers along with the manner in
which their mindset can be attracted towards organisational offerings. In terms with Pharmacy2u,
company will efficiently promote Mental Health Resilience Application with the help of digital
marketing. This form of marketing allow organisation to advertise services and products to
digital channels such as social media, search engine, websites and mobile application (Marion
and Fixson, 2021). With the help of taking advantage of online media channel company can
conduct cost effective marketing and can attract attention of large number of consumer
attractions from different geographical locations. Target market of Mental Health Resilience
Application will be individual from 20-60 years along with fitness enthusiastic and person who
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are using healthy app locations. In this to influence interest of these consumers group digital
marketing proves to be an effective measure in which organisation can take use of social media
such as Instagram and Facebook and also undertake advantage of search engine like Google to
reach them.
Company will undertake use of Facebook marketing which is a platform that provide wide
range of highly targeted page advertisement as well as organic post. This form of marketing
allow organisation to promote services and product in front of large base of audience. In today's
business world social media platforms like Instagram and Facebook have drastically changed the
manner in which company can attract attention of consumers. Facebook marketing have global
coverage and offer highly targeted paid ads and allow integration with other marketing channel.
Along with this. with the help of Facebook as company can do their promotion to a specific
audience base or interest and age in a well-defined and effective manner and can further make
consumers aware about highlighted feature of their application (Plucker, 2021). By promoting
new invention organisation via Facebook marketing aim towards taking benefits like precise
targeting, variety of ads formats, consumer support, increase website traffic and positive impact
on sales of business organisation and excellent opportunities to highlight unique feature of their
products from best angles. In this company will undertake use of both text and visual formats in
order to show their new invention among targeted base of consumer group. Social media
channels such as Instagram and Facebook allow organisation to create a chat boot for Facebook
messenger in order to communicate with users. In this with the help of taking advantage of this
platform company can efficiently resolve queries of target set of consumers base related to the
new invention and can influence them efficiently. With the help of Facebook and Instagram
company will promote their new invention with the help of different types of ads such as lead
generation, slideshow, collection, image and video. With the help of this company can
excellently demonstrate their new invention that will significantly aid them to capture attention
of consumers in attractive manner.
Paid search engines are a type of digital marketing in which search engines like Google and
binge which allow organisation to show ad on the search engine results pages. In this
organisation with the help of pay-per clicks method have flexibility to optimise and can promote
their products and innovation in a cost-effective manner while assuring measurable result. With
the help of taking advantage of Google as a paid search engine Pharmacy2u can effectively
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generate more qualified leads to promote (Rampa and Agogué, 2021). With the help of Google
as a paid search engine form organisation aim towards improving brand recognition as it is a
great for local search and is also budget friendly. With the help of this company will efficiently
target consumer groups interest and can choose audience according to demographics like device,
location and language which will help in enhancing advertisement campaign effectiveness.
In terms with Marketing consumer journey plays important and crucial role for any
organisation as in this process marketer can efficiently target point prospect across multiple
touch points. With the help of consumer journey organisation can allow consumer service team
to have better understanding of consumer experience and make improvement in the ability to
resolve issue. It has been underlined that the primary purpose of consumer journey is to
understand what customer go through and make significant improvement in quality of experience
of consumers. With the help of consumer journey organisation can ensure consistency and can
provide seamless experience across all the channel (Świąder and Marczewska, 2021). In context
with Pharmacy2u with the help of consumer experience specialist organisation will ensure that
they follow buyer centric approach and ensure to deliver consistent, smooth and unfragmented
consumer experience at all the stages. Along with this company will effectively engage their
audience and can convert lead to consumers with the help of different type of advertisement such
as Facebook Instagram page search engine and more. These platforms will not only help in
making consumers aware about unique feature of Mental Health Resilience Application but will
also help them to solve their queries. With the help of consumer journey organisation will
efficiently fulfil expectation of consumers and can provide them regular upgradation and identify
gaps in service or communication. This will significantly help organisation to enhance long-term
sales and profitability in a well-defined and effective manner. Thus, from the above analysis it
has been identified that with the help of taking advantage of social media and paid search
engines like Facebook and Google company will efficiently influence attention of targeted base
of consumer base. In this organisation will promote their innovative product according to their
behaviour with different types of ads. This is a cost-effective marketing technique which will not
only allow organisation to influence consumer attention efficiently but will also assist company
to enhance product visibility in market. By taking advantage of both of these methods’
organisation aim towards influencing consumer attention efficiently and enhance lead.
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Organisation will also undertake use of email marketing which is an act of sending a commercial
message to a group of individuals. It has been underlined that with the help of sending email to
current consumer business organisation is expecting to increase the number of downloads. Email
marketing will significantly assist company to conduct cost effective marketing comparatively to
other mainstream market channel. In this company can reach and engage audience and can
deliver targeted message in a well-defined and effective manner. Furthermore, it has been
underlining that email marketing will also benefit company to drive revenue. Email delivered in
extremely faster manner as compared to traditional post, in this with the help of undertaking use
of email marketing organisation can influence attention of their current consumers. It is basically
a pre-launch promotion in which company will provide some of the certain highlighted feature of
the new innovation. From the above analysis it has been identified that marketing plays an
important role for an organisation to promote their products and services in a market segment in
a well-defined and effective manner. Pharmacy2u is undertaking use of different social media
and paid search engine channel along with email marketing and will emphasize upon the role of
consumer journey to provide seamless consumer experience. This will efficiently help
organisation to enhance sale of the new product while providing higher satisfaction of consumers
through their innovation. With the help of considering different type of marketing options
company will influence attention of number of consumers and target market segment and will
encourage them for purchase. All these marketing channels such as Facebook and Google offer a
competitive edge in marketplace through which organisation can ensure to enhance their overall
sales and will satisfy consumers by providing them regularly services and facilities in a well
define and effective manner.
D) Privacy and Data Protection
To successfully launch or offer a new product, service or innovation in market segment a
lawful process is needed. In terms with Pharmacy2u, Data Protection Act 2018 plays essential
role as in this United Kingdom implement policies and regulations in which every individual
who is taking use of personal data is required to follow strict rules which is known as data
protection principles. In terms Pharmacy2u Mental Health Resilience Application needs to
follow a systematic principle in order to ensure that the service or product which they are
providing being used lawfully and transparently identify. It has been stated that data subjects
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have right not be subject to automatic decision making or profiling. GDPR offer rights for
individual as the right of access, the right to be informed, the right to be rectified, the right to
restrict processing, the right to erasure, the right data probability and more. With the help of
implementing this data company assure to have legal protection for information like ethnic
background, religious believe, political options, trade union membership, biometric, health extra.
In addition to this the Privacy and Electronic Communication regulation offer specific rights
people in terms with electronic communication. In this consumer privacy acts as traffic and
location data itemized building directory, listing and line identification. This law has been
enforced by United Kingdom in which it is unlawful to translate and automatic recorded message
for direct marketing purposes without prior consent of the subscriber (Um and Oh, 2021). It has
been identified that privacy and electronic communication duly guide organisation to send
electronical message by email, text, phone, fax to use cookies and offer electronic
communication services to the public. By complying with this regulation company will ensure
that they prior have consumer consent in order to electronic market to them by email, phone or
fax. It also offers appropriate contact dealing when sending a marketing material on message
which will allow consumers to receive the marketing through which they can contact. Along
with this in order to provide transparency services and downloading options to consumers
committee will make sure that they will tell visitors to the website that they are taking use of
cookies and prior obtain their consent.
Organisation will also emphasise upon the right to erasure which is also defined as the right to be
forgetting. This right however certain apply in some situations in which individuals make a
request verbally or in writing. With implementation of this law organisation provide
transparency to consumers in which when consumer ask them to delete the personal data, they
will do this. However, in this if an individual make request in writing or verbally in circumcentre
instances, this will be prevailed. In order to conduct business roles and responsibility in order to
maintain privacy and data protection practices. In addition to this in order to secure access to
cloud provider organisation will efficiently apply data protection policies and will also measure
the limitation on the manner in which data is shared in order to secure information, in the cloud
implementation of two face authentication is being done with strong password in order to set up
privacy settings. In this information of consumers is being stored with the help of anti-malware
program which helps in strengthening security of cloud provider (Xiao, Lew and Park, 2021).
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