Innovation of the Week: Morrisons has launched an online private prescription service

What is it?

Morrisons has launched an online private prescription service for customers to order medications in a move into on-demand pharmacy.

The supermarket has partnered with digital pharmacy Phlo to provide this online service, which can be accessed via Morrisons website without a doctor’s appointment.

The Morrisons Clinic service requires customers to complete an online questionnaire that is used to assess the patient’s suitability for their chosen medication

It’ll then be checked by Phlo’s healthcare professionals and, if approved, the prescription will be sent to the customer through the Royal Mail.

So far, Morrisons has confirmed this is just a programme in England, it has not yet been confirmed if it will be rolled out to Scottish and Welsh stores.

Why does it matter?

The clinic offers help for conditions such as acid reflux, acne, erectile dysfunction, hair loss, hay fever, migraine and premature ejaculation.

It also offers contraceptives and products for menopause, weight loss and period delay.

Customers will now be able to access a wide range of medications for the above issues on-demand, rather than going into a physical pharmacy.

Strategic implications

On-demand delivery and services are becoming increasingly popular with consumers who want quick access and convenience when ordering food, tools, perfumes and now medications.

The clinic is the latest to be added to its in-store offering, which includes dry cleaning, photo processing, Rug Doctor and Timpson’s key cutting.

“We know how frustrating it can be waiting to see your GP for an appointment, so we’re delighted to be launching the Morrisons Clinic. Our customers will now be able to order medication for a number of different health and lifestyle conditions quickly and conveniently, all at competitive prices”

John Parry, head of services, Morrisons

Winning strategies

• Elevated customer experience

• Cross-industry collaboration