Fullscript's Five Elements of Personalization for Patients and Providers

In the dynamic and deeply personal world of health and wellness, patients expect and deserve care that speaks directly to their individual needs. Generic, impersonal marketing messages don’t just get ignored; they actively create patient fatigue, hinder crucial protocol adherence, and ultimately block positive health outcomes. For health technology companies, where building trust and supporting an ongoing cycle of whole-person care are paramount, a superficial approach to communication simply won’t cut it.

At Activate Summit 2025, Dina McClelland, Senior Lifecycle Marketing Manager at Fullscript, a leading B2B2C platform empowering providers with tools for clinically effective supplements and patient adherence, shared precisely how her team transformed personalization from a mere buzzword into a powerful business driver.

The Foundation: Two Critical Data Buckets

Smart personalization starts with the right data. Fullscript meticulously organizes information into two strategic categories, which inform communication decisions and illuminate the patient’s unique journey and needs:

• Behavioral data focuses on purchasing behaviors and transaction patterns. For Fullscript, this means knowing whether a patient is buying their first prescribed supplement or returning for refills. It tracks the specific habits that make someone a “sticky” customer who stays engaged with their wellness protocols.
• Engagement data examines how users interact with the Fullscript platform and its communications. Key signals include whether a patient clicked a marketing email in the past 30 days, logged into their dispensary, or engaged with specific product categories related to their health needs.

“Personalization gets tossed around a lot like a buzzword, and it can be, but it really is a requirement in order to execute successful marketing campaigns,” Dina explained. In healthcare, where trust and adherence are critical for positive outcomes, messaging and communications need the individual touch.

Fullscript’s 5 Elements of Personalized Communication

Armed with these deep data insights, Fullscript developed a five-element framework to craft communications that truly resonate with patients. This isn’t about sending more messages, but about sending smarter ones, ensuring every interaction supports the patient’s wellness journey:

1. Copy That Connects

Fullscript goes way beyond basic name insertion to adapt language based on a patient’s past behavior and intent. Rather than generic, the messaging feels personal and helpful, much like a trusted health advisor.

For example, their welcome email’s Call-to-Action (CTA) intelligently changes: existing users see “Log in,” while new patients are prompted to “Accept invitation”. This simple yet smart detail reflects an understanding of the patient’s current relationship with their provider and the platform.

2. Content That Delivers Value

Every communication provides direct value to patients or providers. In post-purchase journeys, patients might get education about auto-refills, useful information about the Fullscript mobile app for managing their wellness plan, or convenient SMS opt-in opportunities for quick health alerts.

Fullscript uses conditional logic to show mobile app download prompts only to users who haven’t yet downloaded it. There’s no wasted space or irrelevant messaging.

3. Timing That Resonates

Reaching users at the right moment is absolutely critical for patient communications, as it can directly impact adherence and timeliness on important health outcomes. Fullscript discovered something interesting after digging into the data on returning users. Based on the number of previous purchases, a given patient was more likely to refill on either weekdays or weekends.

Now, even if a patient qualifies for a refill reminder on Wednesday, Fullscript waits until the weekend if data suggests that’s when the patient typically gets refills.

4. Frequency That Optimizes Engagement

Finding the balance between too many and too few messages requires careful attention to user engagement levels. Fullscript learned this lesson the hard way after launching auto-refill discount notifications about a year and a half ago.

The initial engagement was terrible. The problem? The emails were going to everyone, including patients who weren’t engaged. Now, Fullscript avoids sending follow-up communications to patients who are unlikely to convert.

5. Channels That Meet Users Where They Are

Fullscript intelligently picks the most appropriate channel for each communication, ensuring it aligns with how patients prefer to receive health-related information. Shipping confirmations make sense via email. But should that include a push notification for order tracking?

Fullscript operates with a strict “no over-communication allowed” policy. This means patients eligible for both push notifications and SMS receive only one, avoiding redundancy and respecting their digital space.

The Results: 130% Revenue Increase

When Fullscript combined all five elements in a recent promotional campaign, the results were remarkable. They achieved relevant personalization at a massive scale by including:

• Dynamic copy personalized by patient, provider, and dispensary names. 
• Tailored content for patients with items in their cart vs. new prospects. 
• Strategic timing that prioritized engaging patients during their optimal send times.
• Optimized frequency of communications to engaged users vs. unresponsive segments. 
• Channel optimization using in-app messages for patients who don’t engage with emails.

The impressive outcome? A 130% increase in revenue per email sent compared to previous promotions. This clearly demonstrates that a deeply personalized approach in health tech not only builds stronger patient relationships but also directly impacts the bottom line.

4 Actionable Steps for Health Tech Marketers

Fullscript’s approach offers a powerful framework for scaled personalization that any marketer can adapt to their unique business needs:

1. Gather data from within your organization.

Work across teams. Talk to customer success, data, product, and marketing teams to identify trends and insights. Track behavioral data points across customer journeys, such as abandonment patterns and how many previous orders a customer has when they abandon their cart.

2. Organize data into key segments.

Start with broad categories like “most engaged” versus “least engaged” audiences. These segments will have the biggest impact on your campaigns. Leverage AI tools to help parse complex data and identify actionable trends quickly.

3. Start small with A/B tests.

Don’t try to personalize everything at once. Pick one element that will deliver a significant outcome. Start with simple tests like adding names to subject lines or changing CTA language from generic “Click here” to specific “Download your refill reminder.” Test one variable at a time: frequency first, then timing, then channel preferences.

4. Test, learn, and iterate.

Expect failures along the way. They’re learning opportunities, not roadblocks. Focus on understanding the “why” behind both wins and losses, then apply those insights to future campaigns.

For the full playbook on scaled personalization in health-tech, check out Dina’s full session from Activate 2025.

The Future of Health Tech Marketing

Fullscript’s approach demonstrates that personalization in health tech isn’t just about achieving higher open rates. It’s about building adherence, creating trust, and improving health outcomes. 

Patients deserve experiences that recognize their unique health journey, respect their time, and deliver genuine value at every touchpoint. By moving beyond batch-and-blast tactics to deliver truly relevant and timely communications, health tech platforms can foster the meaningful patient relationships necessary for long-term success and transformative care.