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Improving core-product retention

By late 2022, patient churn had outpaced new acquisition.

CVS had stopped processing our prescriptions.

There was a national medication shortage affecting the whole industry.

The task

I was asked to lead a cross-functional taskforce in charge of retention. This involved understanding the problem quantitatively and qualitatively, building a roadmap, and testing initial solutions to improve this KPI.

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

Actions taken

Research: Analyzed churn reasons and trends by cohort and maturity (average customer lifetime 11.5 months). Interviewed Care Team VP and members to understand the most common claims.

Biggest cancellation reason: payment failure (insufficient funds). Qualitative data showed patients intended to continue, reactivating membership after failure contacting support.
Most common reasons after first 90 days: prescription fulfillment delays and clinician manners (attention and responsiveness).

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 notifications a last 29-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.