Why has DrFirst's e-prescribing solution Rcopia seen a 15% drop in new user activations over the past month?

Introduction

The recent 15% drop in new user activations for DrFirst's e-prescribing solution Rcopia is a concerning trend that requires immediate attention and thorough analysis. As we delve into this issue, we'll systematically examine potential causes, gather relevant data, and develop a strategic plan to address the root cause and prevent future occurrences.

Step 1

Clarifying Questions (3 minute)

• Timing of the drop: Has this 15% decrease been consistent over the past month, or did it occur suddenly?

Why it matters: Understanding the pattern helps identify if it's a gradual trend or a sudden event. Expected answer: The drop has been consistent over the month. Impact on approach: A sudden drop might indicate a specific event, while a gradual decline suggests a systemic issue.

• User segment analysis: Are all user segments equally affected, or is the drop more pronounced in specific groups?

Why it matters: This helps focus our investigation on potentially affected user segments. Expected answer: The drop is more significant among smaller healthcare practices. Impact on approach: We'd prioritize investigating factors specific to smaller practices.

• Recent product changes: Have there been any updates to Rcopia or related systems in the past 1-2 months?

Why it matters: Recent changes could directly impact user activations. Expected answer: A minor UI update was rolled out six weeks ago. Impact on approach: We'd examine the update's impact on the user onboarding process.

• Competitive landscape: Have there been any significant moves from competitors recently?

Why it matters: External factors could be influencing potential users' decisions. Expected answer: A competitor launched an aggressive marketing campaign last month. Impact on approach: We'd assess our market positioning and messaging strategy.

• Activation process changes: Has the activation process or its measurement changed recently?

Why it matters: Ensures we're comparing apples to apples in our metrics. Expected answer: No changes to the activation process or measurement. Impact on approach: Confirms the issue is with actual activations, not measurement discrepancies.