Aplicaciones móviles: ¿Por qué hacerlo difícil?

Farmacias y Aplicaciones movilesEs curioso como siempre que una empresa piensa en la creación de una aplicación móvil, piensa en una funcionalidad difícil o compleja. Casi siempre intenta replicar los procesos de negocio de otras plataformas tecnológicas o acaparar alguno nuevo de especial complejidad que no ha podido resolverse adecuadamente vía web.

Sin embargo, una estrategia de movilidad corporativa adecuadamente aplicada puede aconsejar justo el camino contrario: atacar funcionalidades extremadamente sencillas que supongan un retorno extraordinario por parte de los clientes de modo que el reconocimiento de marca, la confianza en los productos y la preparación para futuras aplicaciones móviles más complejas sea su objetivo. Veamos un ejemplo.

Farmacias y aplicaciones móviles


Walgreens
es una cadena de farmacias en Estados Unidos y Puerto Rico con más de 7.000 establecimientos. Usando un sistema de recetas virtuales varios años en marcha (en España se ha implantado hace unos meses), los enfermos con una medicación continúa deben recordar y acudir a su farmacia cada cierto número de días para recoger las nuevas dosis que les corresponden.

Un estudio de la propia compañía demostró que uno de las principales dificultades de sus clientes para llevar adecuadamente su tratamiento era recordar con regularidad y puntualidad recoger sus medicamentos.

La dirección de tecnología de la empresa decidió entonces crear una aplicación móvil de alertas de texto bajo suscripción (www.walgreens.com/textalerts) que avisaría a su clientela del momento en que debía rellenar las provisiones de determinado medicamento. Si el cliente al recibir el mensaje contesta REFILL, la compañía a través de su farmacia más cercana le hace llegar el pedido correspondiente. Si el cliente contesta STOP, la alerta cesará y no recibirá más avisos.

Aplicaciones Moviles y Farmacias

Así de sencillo. Y os preguntaréis: ¿por qué un sistema tan primario de mensajes de texto? La respuesta nos la da el Director de Decnología y e-Commerc,e Mr. Dhar: “Los mensajes de texto son muy importantes para nosotros, ya que muchos de nuestros clientes no tienen un móvil con funciones especiales o smartphones. Esta tecnología nos permite llegar a casi todos ellos”.

No parece haberse equivocado el Sr. Dhar en su apreciación ya que a los pocos meses de lanzarse, el servicio cuenta con más de dos millones de suscriptores. “Ahora es el momento de pensar en buscar soluciones más completas sin olvidar la sencillez de uso”, continúa Mr. Dhar, “como que el usuario pueda escanear el código de barras del medicamento que desea pedirnos desde su móvil.”

Este es sin duda un claro ejemplo de lo que comentábamos al comienzo de este artículo. La tecnología móvil no se ha hecho tan popular por su complejidad sino por todo lo contrario: su sencillez y proximidad la hace válida y adaptable a todo tipo de usuarios. No tener en cuenta este factor en una estrategia de movilidad corporativa puede suponer varios meses de retraso hasta conseguir que una solución móvil obtenga la respuesta adecuada entre nuestros clientes.

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