Chemist2U attributes close to doubling repeat orders year-on-year to My Scripts, supported by sharper positioning, a clearer message hierarchy and stronger go-to-market strategy from Flowing Bee.
Chemist2U was preparing to take My Scripts to market, a new app designed to help Australians manage scripts, track repeats, receive refill reminders and organise medication delivery.
The opportunity was clear, but adoption was uncertain. Chemist2U needed to know what would make people download and use My Scripts, which benefits would shift behaviour, what concerns could hold them back, and how to turn the proposition into a launch strategy that would convert interest into action.
Flowing Bee helped Chemist2U reduce go-to-market risk and optimise the launch of My Scripts, using customer evidence and behavioural diagnosis to sharpen the proposition, prioritise the message hierarchy and guide execution across campaign channels.
The challenge
My Scripts had strong potential because it solved a real and recurring problem in a category where trust, safety and reliability are critical.
For people taking chronic medication, and for carers managing medication across a household, scripts can get lost. Repeats can be hard to track. Refills are easy to forget. Pharmacy visits take time.
The customer need was clear, but adoption still had to be earned.
For many people, managing scripts was already built into familiar routines. Those routines felt “good enough”, even when they relied on memory, reminders, organisers or regular pharmacy trips.
Chemist2U needed to make My Scripts feel more valuable than people’s existing routines, while also addressing the concerns that can stop people trying a new digital health product, including privacy, security, delivery reliability and credibility.
Before launch, the team needed clarity on what would drive adoption, what could block it, which benefits should lead, and how the proposition should translate across campaign channels.
The solution
Flowing Bee conducted a behavioural diagnosis, grounded in a large quantitative online study with Chemist2U’s target audience.
The diagnosis went beyond stated preferences to uncover the behavioural mechanisms shaping adoption, identifying what would motivate action, trigger hesitation, and keep people anchored to existing routines.
The work reframed My Scripts from a tool for storing eScripts into a safer, simpler way to stay on top of medication, reducing the risk of missed refills, lost repeats and last-minute stress.
The diagnosis revealed three behavioural tensions that shaped the launch strategy.
The inertia created by familiar routines
Many people were already relying on memory, reminders, organisers and regular pharmacy routines. These routines felt “good enough”, even when they created risk. The launch needed to show why switching was worth the effort, by making the limits of those routines more visible.
The underestimated risk of relying on memory
Many people were relying on memory to manage scripts, repeats and refills, even though forgetting was one of the main reasons prescriptions were not picked up on time. The launch needed to make that risk more visible, positioning My Scripts as a more reliable way to stay on top of medication.
The need to establish trust before convenience could become persuasive
People valued easier script management, reminders and delivery, but those benefits could be outweighed by concerns about privacy, prescription handling and delivery reliability. The launch needed to remove those doubts early, so My Scripts could be seen as a safe, credible way to manage medication, not simply a more convenient alternative.
Flowing Bee translated the diagnosis into behaviourally optimised messaging and practical launch guidance, giving Chemist2U the strategic foundation to apply the work across the product message house, EDM copy, landing page copy and TVC creative territories.
The outcome
Flowing Bee gave Chemist2U a clearer, evidence-based path to launch: which benefits to lead with, which barriers to address, and how to translate the proposition into market-facing messaging.
The team could move faster with greater confidence, reducing go-to-market risk and increasing the likelihood that My Scripts would convert interest into action.
The commercial result was significant: Chemist2U attributes close to doubling repeat orders year-on-year to My Scripts.
Client perspective
Flowing Bee’s platform gave us insights that were critical to the positioning and go-to-market strategy for My Scripts. It helped us understand customer behaviour and decision-making in a way that was both broad and deep, at a fraction of the cost of traditional research.
By linking those insights directly to proposition development and marketing execution, Flowing Bee helped us move faster and create a more resonant launch. We attribute close to a doubling of repeat orders year-on-year to My Scripts.
Matt Siddons – Chief Marketing Officer, Chemist2U
