Leveraging Data To Craft a More Engaging Healthcare Education Service

The user behaviour data from the audit spotlighted ways we could improve the client’s welcome flow, so we used those findings to introduce a full lifecycle strategy to build a more engaging experience at every point of the journey. We analysed user data (e.g., email open rates, open times, and mobile-related metrics) to look for new opportunities to improve lifecycle messaging. Then, we developed new targeting methods, messaging, and more to see which ones yielded success. We also continue to help the client transition to new marketing tools that can further personalize and optimize those lifecycle flows.

Our analysis identified that users with different activity levels interacted differently with the CME service. Based on their usage frequency and recency, activity time and day and time passed since registration, we’ve defined user segments to whom we then sent personalised, targeted messaging. By performing continuous A/B testing, we’ve further optimised our engagement efforts through implementing variables that had the highest impact on performance. The hope was to curate relevant information for individual users so they always found regular value within it.