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.
overview
This brand had scale, but the patient experience felt fragmented and random. Patients were receiving emails, yet many didn’t feel like they came from the same brand. More importantly, they weren’t helping patients move forward.
So, we started where timing mattered most: appointment-related emails.
industry
healthcare
my role
growth & lifecycle marketing manager
platforms
desktop, mobile, and tablet
Appointment-related emails touch nearly every patient and sit at the most time-sensitive points in the journey. If these moments weren’t clear, consistent, and human, patients were more likely to disengage.
That’s why we started here. We turned transactional, lengthy emails into behavior-triggered lifecycle touchpoints–right message, right time.
problem
Appointment emails were doing their job, but not supporting the decision around care. As a result, key moments were being missed. When we looked closer, most drop-off tied back to three friction points that should’ve been addressed in these emails:
Fear about what would happen next
Time concerns around rescheduling
Money questions left unanswered
why appointment emails were the right place to start
Appointment-related emails touch nearly every patient and sit at the most time-sensitive points in the journey. If these moments weren't clear, consistent, and human, patients were more likely to disengage.
That's why we started here. We turned lengthy transactional emails into behavior-triggered lifecycle touch points–right message, right time.
approach
Behavior-triggered touch points:
One clear brand voice across every message
Conversation, quick-to-the-point language
Timing that supports
Content that anticipates questions before they turn into friction
examples of where we started
examples of where we landed
Appointment confirmation and prep: 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
In addition to these emails, I worked on the broader experience including: a rebranded website showcasing all 24 services, quarterly campaigns and supporting landing pages, educational video scripts, in-office inserts and educational posters.
From this work, we piloted an online scheduler flow for one of the most common treatments. The beta performed so well that it’s now being rolled out across regions.