CVS Health Written Report for Ricoh

Jillian DeVoti, Kerry Nguyen, and Jessie Michael

Marketing 465 - CRM Technology

James Madison University

12/19/2020
 TABLE OF CONTENTS

Table of Contents…………………………………….…………………………1
Executive Summary…………………………………….………………………2
Account Background………………………….…………………………2
Client Background……………………………………………………..…2
Research Purpose Summary………………….…………………...…..…3
Sprints & Findings Summary…………………………….……………..3
Recommendations Summary…………………………………….….…..3
Research Purpose…………………………………………………………...……4
Sprints & Findings…………………………………………………………..…..5
Sprint #0………………………………………………………………...….5
Sprint #1…………………………………………………………...……….5
Sprint #2………………………………………………………….……...…6
Sprint #3……………………………………………….………………...…6
Sprint #4…………………………………………………….……………...6
Sprint #5……………………………………………………………………6
Recommendations…………………………………………………………….…7
Ricoh Business Software and IT Project Services……….….……..….7
IT Security Auditing………….……………………………….……….…7
Device IT Management IT Security……………………………………8
Consulting……………………………………..………………………..…8
Digitization…………………………………………………………….....11
Mobility…………………………………………………………………...12
Bibliography…………………………………………………...………………13

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 EXECUTIVE SUMMARY
CLIENT BACKGROUND
Ricoh is an international imaging and electronics
company that produces electronic products like
cameras, printers, photocopiers, fax machines, and also
offer a variety of SasS applications8. Ricoh has clients in
many different industries and assists their customers in
a variety of services. They have helped numerous
businesses find solutions to their problems involving
technological, data, traditional document processing,
procurement, accounting and many more. Ricoh is
constantly trying to expand into different industries and partner with a variety of firms.
Glenn Telford, a Senior Client Executive at Ricoh, is the specific client for this
project. The information and research collected is focused on helping him make future
decisions for the sake of Ricoh. Glenn, along with his coworkers, want information
about CVS because they want to find ways that they could solve their business
problems and obtain them as an account. At this time, Ricoh does not have CVS as an
account. Glenn’s main objective is to find out if CVS is a worthwhile venture for Ricoh
based on his prior knowledge and what is uncovered. Once enough information is
gathered on CVS, he will have a better idea of how to move forward with achieving
CVS as an account. Glenn will also be able to expand Ricoh into different industries if
he can better understand the needs of CVS Health.

ACCOUNT BACKGROUND
CVS Health is a multi-billion-dollar healthcare chain.6 CVS operates in the
pharmacy, retail, and insurance spaces of the healthcare industry. They sell
medications, beauty products, household supplies, and have other healthcare services
available. CVS cares about making the healthcare industry more simple, affordable, and
accessible.
To go along with their initiative for healthcare, many CVS Health locations
include Minute Clinics or HealthHUBs. HealthHUB’s provide a consultation room in a
simple open store layout that give customers the feeling of a private hospital or
physician's office19. This positions them as a perfect substitute for emergency rooms in
hospitals. Minute Clinics are more similar to urgent cares as they provide walk-in or
appointment made consultations. They strive to be affordable and pride themselves on
costing 40% less than the average urgent care.19 Both services have recently begun to
integrate Telehealth services in order to access patients who cannot make it to the actual
facility. CVS Health plans to continue to expand Minute Clinics and HealthHUBs in
different locations to continue to be accessible to customers.
In 2018, CVS Health acquired Aetna, a major health insurance company.15 This
changed the course of their future and helped them identify another purpose within the
healthcare industry. CVS wanted to continue to find ways to save money, but also drive
prices down for customers. By partnering with a major insurance company, they have
more control on the pricing and distribution of medications. CVS also has various
technologies that assist customers like their phone application and CVS MyChart.

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MyChart uses EPIC software, which is an industry leading healthcare technology that
keeps patients' medical information secure.14 These technologies assist in executing their
simple and accessible motives as well. As
mentioned before, CVS utilizes Teledoc
technology in their HealthHUBs and Minute
Clinics to allow customers to meet virtually,
which is increasingly important with the
COVID-19 pandemic.12 This continues to support their initiative of making healthcare
accessible.
Overall, CVS Health continues to be a major company within the healthcare
industry. Despite competitors like Walgreens, Rite Aid, and more recently Amazon,
they continuously prevail because of their ability to execute their strategy of making
healthcare more simple, affordable, and accessible.

RESEARCH PURPOSE SUMMARY

The purpose of this research was to uncover information about CVS for the
Senior Client Executive, Glenn Telford, and the rest of the Ricoh team. This information
was collected to provide them with an understanding of CVS and ultimately explain
how Ricoh can incorporate their business solutions to benefit CVS in the future. Ricoh
wants to gain CVS as an account, and in order to do this they need to understand
different aspects of CVS like their purpose, history, and future plans.

SPRINTS & FINDINGS SUMMARY

Throughout the term of this project, different sprints were initiated to structure
the research and findings about the account for the client. Each sprint involved a
different objective to ultimately help Glenn gather all of the information he needed.
With extensive research, the overall findings involve the challenges of CVS, key people
to contact, future plans of the healthcare industry, and how CVS utilizes technology and
their strategic partners. These findings are crucial in creating recommendations for how
Ricoh can specifically help CVS Health. Later in this report, each sprint will be
explained along with the specific findings.

RECOMMENDATIONS SUMMARY
Based on the research conducted, different Ricoh solutions have been deemed
beneficial for CVS Health. Ricoh offers various solutions to help clients and amongst
them are their consulting services, remote support, on-site support, and 24/response
service.13 With the challenges discovered through research and speaking to employees
of CVS, consulting services are highly recommended for CVS. CVS’s main challenges
involve technology issues, using too much paper, and overcoming the future changes
within the healthcare industry, like the Cures Act. At the conclusion of this report, there
are numerous specific Ricoh solutions that are recommended for CVS to implement
come 2021 including consulting services, IT security auditing, device management IT
security, digitalization, and mobility.

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 RESEARCH PURPOSE
The main purpose of this research was to provide the Ricoh team, specifically
Glenn Telford, with information on CVS Health. Currently, they want to know more
about CVS to understand whether or not pursuing them as an account will be
worthwhile or not. CVS Health recently acquired Aetna and has been influential in the
healthcare industry since the start of the COVID-19 pandemic. Although, they have
undergone numerous challenges and still need to improve in various areas. The
information collected highlights these challenges and applies Ricoh solutions to them.
There were many different aspects of CVS that the Ricoh team wanted to know
more about. In the beginning, Glenn needed preliminary research about the healthcare
industry as a whole. Also, they wanted to know more about CVS’s background, and
details about CVS’s Minute Clinics and HealthHUBs. With this information, they
wanted to understand more about how CVS operates and their plans to expand.
Additionally, the Ricoh employees wanted to learn about how data is transferred in
CVS and what technology systems they use.
After researching more basic information about CVS, finding out what was
important to them and also to Ricoh became the next step. In order to properly assess
CVS’s challenges, it was important to discover more about their purpose. They care
about making healthcare more simple, affordable, and accessible, so this became a key
finding that was carried through the rest of the research. Creating questions for
employees was another aspect of research necessary to help Ricoh obtain inside
information. Once these questions were made, calls, LinkedIn messages, and in-store
interviews were conducted. The information found from asking employees some of
their challenges was crucial in determining the broader company problems. Finally,
Ricoh wanted research on CVS’s strategic partners, key people to contact, and an
analysis of Ricoh solutions that could truly benefit CVS. Again, each research point was
initiated to improve Ricoh’s understanding of CVS Health’s business.
Overall, the purpose of the research for this project was to uncover information
about CVS Health to identify Ricoh solutions that could benefit CVS and is intended for
Glenn Telford and the Ricoh team to evaluate and implement.

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 SPRINTS & FINDINGS
OVERVIEW
Over the course of this term, six different sprints were created to layout all of the
research necessary to answer and assist Glenn Telford and the Ricoh team. Each sprint
involved different objectives and included revisions from the sprint before. Through
each sprint, a deeper understanding of Ricoh and CVS occurred. The following
paragraphs will describe the specific objectives and findings of each sprint for the CVS
account.

SPRINT #0
Sprint #0 covered the industry trends and challenges. CVS is a part of the
healthcare industry, and therefore, research on the healthcare industry was conducted
for this sprint. The healthcare industry is a trillion-dollar industry that involves various
sectors, including pharmaceutical, retail, and insurance. Some of the big names in the
industry include CVS, Walgreens, Rite Aid, and nontraditional places like Amazon who
are more recently trying to get involved in the pharmacy business. Despite CVS’s
presence, CVS still has a lot of relevant and big-name competition. Some key industry
challenges are technological constraints and the lack of differentiation amongst
competitors. Industry trends involve the increase of telehealth services, a growing
number of elderly patients that have chronic illnesses, and an increase in joint ventures
of providers and insurance companies. Identifying these challenges and trends for the
industry helps determine whether CVS has followed suit with the trends and created
solutions for these potential challenges. Overall, CVS does have technological
constraints and it is hard for them to truly differentiate themselves. Although, they do
provide telehealth services and recently acquired Aetna to secure a partnership with an
insurance company.

SPRINT #1
Sprint #1 focused on understanding the accounts business challenges and goals
to benefit Glenn Telford, the Client Executive for this project. A business goal that was
identified was the expansion of HealthHUBs across the United States. A challenge that
was also identified was the current impact COVID-19 has had operationally and
financially. Information was also gathered on competition with Lexmark and how it has
succeeded with other businesses. Furthermore, information was obtained on how CVS
had been impacted financially in the past two years. With the $69 billion acquisition of
Aetna, it had cost CVS financially
however, the operations of being a payer
and provider has paid off in recent years.
Information regarding MyChart and Epic
were also obtained in finding the effect on
CVS and user experience with regards to
medical records. MyChart and Epic has
allowed a streamlined process in
scheduling medical visits and the access
of patient information on the consumer and business sides.1

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SPRINT #2
The initiatives for Sprint #2 where to understand more about CVS’ careabouts as
well as the CVS’ customer’s careabouts. The careabouts that were identified with CVS is
that the company wants to improve healthcare by streamlining and making it cheaper.
The company wants to provide a simple, affordable, and accessible healthcare to its
current and future customers.19 CVS’ customers are looking for solutions that are able to
solve their healthcare and medical needs in a streamlined and affordable fashion
through the Minute Clinics and HealthHUBs. Customers are also looking for CVS to
provide retail solutions with medicine and other daily items when visiting a pharmacy
retail location.

SPRINT #3
The main goal of Sprint #3 was to create a dossier with information of C- Level
Executives that would be beneficial for Ricoh to contact or have information in the
future. This dossier contained information regarding the individual’s current role, past
work experience, education and personal life. A C-Level executive that was found to be
pertinent to Ricoh was Firdaus Bhathena. Bhathena is the Chief Digital Officer and was
also responsible for Aetna’s digital strategy Understanding the digital side of CVS is
crucial for Ricoh as this may be an area where they can help CVS in.10 Eva Boratto is the
Executive Vice President and CFO of CVS Health. She is in charge of the company’s
finances. This would be an important person to know as the solutions Ricoh would be
costly. Finally, Jonathan C. Roberts was identified, as he is the Executive VP and Chief
Operating Officer. He oversees the operations of the Pharmacy, Minute Clinic,
Omnicare, as well as the information technology of the company.10

Eva Borrato Firdaus Bhathena Jonathan C. Roberts

SPRINT #4
The priority of Sprint #4 was to validate CVS challenges and initiatives to
properly address the needs of CVS. This information would be then be helpful in
determining potential solutions for these challenges. Rebecca Floyd, a community lead
generator at Aetna was contacted to gather further insight about CVS’s brand mission
and corporate successes. She provided information on the leadership quality at CVS
and its ability to adapt to the COVID-19 pandemic. She explained that CVS has
provided countless people with a chance to get tested for the coronavirus, and once the
vaccine comes out, they will hopefully administer it to the public too. Rebecca also

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mentioned that that CVS continues to create a safe environment for employees and
customers. A store manager was contacted in Richmond and Virginia to gain further
insight on the daily operations and technology use at CVS. A main issue that was
discovered was the issue of WIFI connectivity and its impacts on store operations. The
manager from New Jersey explained that there were issues with the IT helpdesk at CVS
as it has the inability to reliably resolve store technological issues. Furthermore, store
managers and frontline employees were contacted in New Jersey and Harrisonburg.
These employees voiced that they were mainly operating technology in the pharmacy
and there was a lack of training on how to use it. Also, when managers aren’t present, it
creates issues with how the technology will be fixed if it locks or begins to cause errors.
When speaking with a frontline employee, there also was a presence of human error
associated with paper, as well as computer systems being slow and not being able to
reach the IT helpdesk.

SPRINT #5
The overall goal of Sprint #5 was to identify Ricoh solutions that would help
solve CVS’ challenges. The challenges identified were technological challenges in the
store, digitizing workflows, and the potential effect of the 21st Century Cures Act. The
previous calls to CVS found that their IT helpdesk was inefficient in solving a store's
problems and contributed to the possibility of a negative experience for a customer.
Digitizing paperwork was identified as it is less productive than digital, prone to
human error, and had a negative impact on the environment. According to Glenn
Telford, over 18 billion sheets of paper were used or 3 billion inches of paper.17 The 21st
Century Cures Act, a healthcare act which will be enforced by July 2021, will require
that patients have
control of their own
healthcare records, thus
improving the speed
and quality of care
provided.3 Based on the
challenges the Ricoh Fit
solutions would be to
provide assistance with
IT and consulting,
reducing paper
workflows, and cost
reduction. This would
align with CVS overall strategy of making healthcare simple, affordable, and accessible.

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 RECOMMENDATIONS
Ricoh Business Software and IT Project Services
Based on the challenges identified by CVS managers, their employees, and an
Aetna Lead Generator, Ricoh can help CVS with their IT issues, paper workflows, and
align business operations and technology to overall enterprise strategy which, for CVS,
would be simple, affordable, and accessible. After speaking with managers located in
Harrisonburg, Richmond, and New Jersey it became clear that CVS struggles with their
IT services, causing their computer systems to run slow and affect their business. When
their computer system runs slow, employees mention that it will cause their system to
malfunction and not accept insurance, the cash register locks, and the card reader will
not read credit card chips. One of CVS’s main issues is their inability to contact their IT
help desk. Whether employees cannot reach the desk because they are busy or they take
a long time to get to their location to fix the issue, this forces the CVS store to operate
less efficiently. This not just frustrates and inconveniences employees but also
customers since it can prevent the register from working properly or their insurance
from being recognized. Ricoh’s IT Project Services can provide extra hands or full IT
project management to help the CVS IT Desk be able to fix issues at their store as soon
as possible. If CVS can eliminate this issue of not having enough IT help they can
perform faster and be more efficient saving them money and giving their customers
more satisfaction. Ricoh's Business Software and Services can also be a huge benefit to
CVS.13 These services can help reduce IT issues and the need for CVS to connect the IT
Help Desk.

IT Security Auditing
Analyzing the possible effects of the 2021 Cures Act being instated next July,
CVS medical records for their patients will be moved online to let their customers have
full control over their own medical records.3 Evaluating how CVS’s IT and computer
systems run currently by sharing information and records through Epic using MyChart,
CVS should consider using Ricoh's IT Security Auditing. This auditing will help CVS
recognize where their IT system weak spots are and how to improve them.13 With
vulnerability assessments, cybersecurity risk assessment, internal penetration testing,
and external penetration testing, CVS can make sure that once their customers' records
are all online that they are secure and not able to be breached by hackers. Using the
NIST Security Framework to review CVS's internal environment to make sure there are
no cyber risk exposures that could potentially let patients' medical records be accessed.

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Device Management IT Security
The COVID-19 Pandemic has increased CVS’s need to accomplish its strategy to
be Affordable, Accessible, and Simple. Trying to decrease foot traffic in stores during
the times of high spread encouraged CVS to be more accessible in other ways. On the
CVS App, they now offer curbside pick up at more store locations.5 This allows
customers to click on what they need from the store on the app and then a CVS
employee gathers their products and will walk it out to their car. The app also provides
options for refilling prescriptions, viewing finances, and submitting new prescriptions.
The increased use of this app due to the pandemic causes concern that it will need
increased management to keep it running smoothly and more security aspects so it can
keep customers’ information safe. Ricoh provides device management IT security that
offers anti-malware, patching, encryption, and mobile device management that CVS
could use to better ensure their customers’ satisfaction and safety as this app increases
in use across the US.13

Ricoh Consulting
CVS struggles with staying simple in all
aspects of their corporation. They struggle to
have simple IT and adjust to environmental
changes like the COVID-19 Pandemic. Ricoh
consulting can help CVS target their IT flaws
and get strategic insight on how to improve
their IT. This can help CVS’s front registers and
computer systems run faster and eliminate the
need for employees to restart the computer
system throughout the day which will save
them time and money. Ricoh offers several
consulting services that could help CVS align
their strategies better and reach their goals
faster.
Firstly, Ricoh's Innovate and Strategic
consulting helps business operations and
technologies align with CVS’s overall enterprise
strategy of being simple, affordable, and accessible.4 Ricoh would help bring CVS teams
and digital strategies together with program governance to ensure alignment. This will
help CVS fix issues within their computer system, storefront and pharmacy business
operation issues, and help their app be simpler for not just their customers but also their
employees.
Secondly, Ricoh provides Optimize Processes and Core Technology consulting
will help CVS acquire long-term growth with a clear vision that aligns business
operations and technology to overall enterprise strategy which for CVS would be
simple, affordable, and accessible.4 With this consulting, Ricoh helps their customers
enhance their digital strategy which would help CVS find and fix mitigate productivity
losses across their systems. This can help CVS computer systems run more smoothly

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and avoid shutdowns throughout the day, saving the customers and employees time
and less frustration.
Thirdly, with Enhancing Customer Experience consulting Ricoh can help CVS
create a customer-centric focus that will ensure CVS customers have a better experience
while shopping or using the CVS app and that their customer values are taken into
account for the best customer experience.4 Ricoh can help CVS tailor their app, website,
and store to best promote CVS products and services to their customers making sure to
capture the customers values and pain points. This consulting would analyze CVS
customer satisfaction and create solutions to make CVS more affordable, accessible, and
simple to their customers.
Fourth, Ricoh can use their Scale Business Operations consulting advice to
manage CVS through the constantly changing business environment.4 Currently CVS is
adjusting and creating new ways to shop accessible while facing a pandemic.
Restrictions on operating hours and employees being able to work at one time have
affected CVS pharmacies as they are busier than ever providing drive through COVID-
19 tests. In the store they have had to open isles to meet mandates like keeping
customers six feet apart. CVS has adjusted its stores and app to add more online
pickups and drive through accessibility. Although stores across the US have cars lined
up for drive through tests and medication pickups. This has caused test appointments
to be delayed and customers to become frustrated waiting in long car lines. CVS plans
to provide COVID-19 vaccines once they are released and predicts that they will be
busier than ever. Since they are already struggling with delays due to lines Ricoh’s
consulting can help CVS focus on key operational elements to ensure resilient,
transformative, and sustainable improvements to their business operations during this
time of chaotic change.
Fifth, Ricoh has developed Optimize Decisions Thru Data consulting which can
help CVS identity trends, opportunities, and strategize much more efficiently.4 Ricoh's
insights can give CVS an advantage in the industry helping them grow and improve
their processes. By bringing unstructured and structured data together in a single view
CVS can have a stronger more impactful internal analysis. This will increase their
performance, productivity, and efficiency company-wide.
Finally, with Organizational Transformation consulting, Ricoh has developed a
way to transform leadership to ensure success.4 By thinking long-term Ricoh can help
CVS evolve their teams to be more aligned with their overall strategy of being simple,
accessible, and affordable. By having a clear vision for their teams, Ricoh's experts can
develop and change leadership and management to better fit the overall strategy. By
supporting the adoption of new key changes to better the company and tailor CVS to its
strategy the company's values, mission, and culture will be stronger than ever. CVS
lacks the simple, affordable, and accessible concept in all parts of their organization,
which is why this transformation would make CVS’s goals and strategies the main
focus, causing them to be stronger and more efficient than ever.

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Digitalization
By digitizing all of their paper workflows and patient documents into actionable
data so that data transfer is easier, more convenient, and can eliminate unnecessary
human error while increasing mobility. These services can help CVS attain their
strategy of being accessible and simple. Ricoh uses DocuWare to digitize and store
documents securely in a centralized location.1 This makes it simple and accessible for
authorized users to access documents and records from anywhere. They also provide
Ricoh Smart Integration Solutions which enable digital workflows that reduce steps
and connect you to your cloud applications like Dropbox, and Google Docs which
employees and customers can use at CVS to share documents, records, and customer
history. Ricoh created digital forms that are transparent and fast using eForms Manager
and multi-channel data capture that signals streamline workflows called Kofax Control
Suite.1 All of this software makes digital workflows leaner and more agile for their
businesses. After talking to employees about human errors due to their paper
workflows, it is clear that CVS could benefit from adopting Ricoh's digitization services.
CVS would not only save time by making it simple to find and share documents but
also cut back on the 18 billion pieces of paper they used last year. This is not only better
for the earth but also for saving money.

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Mobility
CVS is one of the biggest healthcare companies in the US and is growing every
year with more stores, HealthHUBS, and Minute Clinics. Although they have thousands
of employees working in person this is a huge corporation and many of their employees
are working from home. CVS is currently looking to hire more marketers and lead
generators to work from home due to the pandemic and the ability to train and share
documents easily online is key to their success. Ricoh understands that employees are
working at home, in the office, and on the go which is why they have created Mobility
Support Solutions to help keep employees productive with the right technology.13
These Solutions do not just keep employees engaged but also allow them to collaborate
and connect more efficiently. This is where CVS struggles to stick to its strategy of
simple and accessible. If CVS adopted Ricoh's Mobility Support Solutions their
employees would have a simple and accessible way to collaborate and share
information faster. These solutions also help avoid IT issues which is extremely
beneficial for CVS since their IT staff is over-burdened by calls regarding computer
system malfunctions.

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/www.linkedin.com/mynetwork/.

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