The usual levers barely moved retention
Retention and LTV were the biggest problems. We had already pulled the usual commerce levers, and they helped only a little.
Next-order coupons
Milestone journeys
Restocking offers
Personalised by cohort.
Restock nudges
On WhatsApp and the app.
Restock calls
From health coaches.
The real problems: adherence and expectations
The real problems were adherence and expectations. People weren't sticking to the product and the dosage, and they expected results in 2–3 weeks, when it takes 3–4 months.
Deliver health outcomes by solving adherence.
Three people guide every customer
The customer
On a guided 3-to-6-month journey after the order.
The doctor
Sets the right expectations and answers the small questions people won't take to their own doctor.
The health coach
Guides the customer, seeing the parts of the record the law allows.
Guidance, not a sales pitch
We ran targeted lifecycle programmes: doctor consultations, diet plans and personalised adherence journeys with gamification. Doctor calls became guidance, not a sales pitch.
Built into the post-purchase experience, this became the health-tech charter: deliver health outcomes by solving adherence.
Doctor consultations
Expectations set, small questions answered.
Diet plans
Part of the lifecycle programmes.
Adherence journeys
Personalised, with gamification.
The months after the order
The experience engine orchestrates each customer's 3-to-6-month journey across WhatsApp, CRM, app notifications, health coaches and doctors.
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Order
The post-purchase experience starts here.
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Self-booked consultation
The customer books a doctor when they want one, instead of getting a cold call.
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Expectations and a plan
The doctor sets expectations and answers questions; the customer gets a diet plan.
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Adherence journey
Personalised and gamified, across WhatsApp, CRM and app notifications.
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Coach and doctor follow-up
The coach guides; the doctor sees the patient's history and next stage.
The platform underneath
Doctors and coaches had to guide each customer for months, so they needed tools that work at that scale. I built the health-tech ecosystem behind the programme.
Channels
reachExperience engine
orchestrationOrchestrates each customer's 3-to-6-month journey across every channel.
Care Studio and the health coach platform
toolsCare Studio gives doctors appointments, each patient's history and next stage, and prescriptions they can create and edit, with a link to a health coach. The coach platform supports the coaches.
Customer data platform
dataGives every stakeholder the right data; a coach sees only the parts of the record the law allows.
From cold calls to customers asking
Consultations used to be driven by cold-call outreach. We shut that down and replaced it with pull-based self-booking, so the customer asks for the doctor.
What changed
LTV improved 30% and retention rates rose 20%. Self-booking went from 0% to 51% of consultations once cold calls stopped.