Helping tens of thousands of patients better navigate their unique medical history requires personalised touchpoints that put the patient first. From new user onboarding to updating user profiles as additional medical history became available, the PicnicHealth team was spending tens of hours a week manually segmenting their users and building emails in their homegrown marketing tool.
As part of onboarding, one of the most critical milestones in the user journey is signing the consent form that enables PicnicHealth to collect a patient’s medical records. While many users opt for a one-time collection of their records, the customer experience and PicnicHealth’s research programmes benefit greatly when users subscribe to recurring record updates. For the user, their PicnicHealth record stays up-to-date with a comprehensive view of their history, while PicnicHealth’s research programmes gain valuable real-world data with patient-reported outcomes – insight not included in traditional clinical research.
With their homegrown marketing tool, nurturing users to sign up for ongoing medical record collection required the PicnicHealth team to manually segment users who had not opted in to recurring updates and send an additional consent form. This manual process was inconsistent and wasn’t producing the results they hoped to see.
Recognising the extent of their limitations in segmentation, automation and analytics capabilities, as well as the burden of their homegrown solution on their engineering teams, PicnicHealth upgraded their tech stack to include Iterable.
