Improving core-product retention

By late 2022, patient churn had outpaced new acquisition.

Patients were reporting issues with the prescription and fulfillment process.

There was a national medication shortage affecting the whole industry.

The task

I was asked to lead the retention KPI. This involved building taskforce and a roadmap.

Key Results:
- Identifying and understanding our top 3 churn drivers in the first 2 weeks.
- At least 1 retention initiative by the end of month 1.
- Driving churn rate under 10% by end of quarter.

Research:

Analyzed churn trends by cohort and maturity, identifying patterns.
- Biggest cancellation reason: payment failure (insufficient funds).
Interviewed Customer Service team and patients to understand the most common claims.
- Patients intended to continue, contacting support and reactivating membership after failure.
Most common reasons after first 90 days: prescription fulfillment delays and affordability.

Proposed solutions:

A dynamic cancellation flow with a redesigned survey and incentives based on answers (discounts, provider change, support call, etc.).
A payment-failure recovery flow with SMS/emails and a 21-day retry for patients waiting for next paycheck.
A one-click membership reactivation flow for patients to resume their service immediately.

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Fast follows:

An automatic backup-prescriptions option for providers, for medications under shortage.
A live pharmacy map showing where medications were recently processed successfully.