case study one
Lifecycle and CRM
healthcare
How rebuilt email journeys drove 30K+ new customers and $2M in revenue
Building a human-centered email journey that converts healthcare hestiation into action.
challenge
PDS Health supports more than 1,100 dental offices and we redesigned the patient email journeys across the full network, dynamically personalizing each message for each office.
The existing journeys looked dated, messaging was inconsistent across touch points, and timing didn’t align well with when patients were actually making care decisions. Case acceptance emails for high-value treatments were especially underperforming, leaving significant revenue on the table.
approach
Hypothesis: if the office refreshed the visual design, unified the journey messaging, and added targeted specialty drip sequences, more patients would complete recommended treatment plans. The team focused on three goals: modern the look and feel, tighten messaging and timing across journeys, and add specific post-diagnosis drops for scaling and root planing, crowns, and implants to nurture patients who had not yet accepted treatment.
industry
healthcare
my role
growth & lifecycle marketing manager
platforms
desktop, mobile, and tablet
frustrations
journeys were outdated
inconsistent messaging
inaccurate timing
goals
modernize look and feel
tighten messaging and timing
add post-diagnosis drip sequences
process
We reviewed all customer journeys to identify gaps in design, tone, and timing. Then we created a simple email template system with a clear information hierarchy so that each email looked consistent and on-brand.
I specifically focused on the email journey from prospect to patient to loyal advocate, with an emphasis on key touch points like appointment booking and 14-day reminders, missed appointment, post-appointment and announcement emails. I rewrote the nurture messages to make them clearer, more empathetic, timely, and conversational.
examples of where we started
examples of where we landed
14-day appointment reminder series
missed appointment winback sequence
post-appointment series, recall series (6/9/12 months)
announcement emails
outcome
rebranded & templatized patient email series
30,000 new customers added monthly YoY
$2M+ in revenue
From this refresh, we introduced always-on treatment drip campaigns: scaling and root planing, crowns, and dental implants for patients who were recommended but didn’t accept.
We also piloted an online scheduling flow specifically for scaling and root planing. The beta performed so well that it’s now being rolled out across regions due to high demand.