Hello Health

Project Description

Hello Health provides an Electronic Medical Records (EMR) app to doctors. The EMR is free for doctors, and doctors charge their patients to access their medical records. Hello Health & the doctors share patient revenue.


Interim VP of Marketing • Customer Acquisition (patients)


Low Conversion Rate (10%)  & high Cost Per Acquisition (CPA) ($67).  Hello Health paid jr. sales reps to sell to patients in the doc’s waiting room.  Sales reps used a Mac computer to demo the app.  No data or reports to track conversions or ROI.


1.  Patients didn’t want to be ‘sold’ at a doctor’s office and felt the doc or insurance should pay, especially when other docs (who used other EMRs) didn’t charge.  2.  The reps were college students without sales skills.  3.  Reps + macs were expensive.


Our idea was to make it less disruptive, and instead, easy for patients – ‘business as usual’.  They were used to filling out check-in forms at doctor visits & they trust doctors more who are ‘compliance-based’, so we tapped into that psychology, Obama Care as the force behind the change…and the added benefits the patient would receive.  Our solution was a 1 page sign up form:

1.  Tell, don’t sell → we removed the sales reps, and trained front desk staff to ‘tell’ patients at check-in that they were upgrading to comply with Obama’s IT Healthcare Act.  2.  One-page check-in form → the staff then handed check-in forms, which the staff asked the patient to complete to have access to their records online.  3.  Patient Purchase → the form included consent, credit card & demographic data.

Eventually, the paper form was converted to an iPad check-in.


1.  Automated calls → using the doctor’s voice, before the doc was installed, to inform patients of the upcoming change and let them sign up thru an 800# or website.  2.  Mailed letters – that came as follow up to the doctor’s automated call.  3.  Mailed invoices → with a similar “tell, don’t sell” invoice format.  4.  Auto-renewals → of patient’s annual subscriptions.  5.  Doctor website → we gave each doc their own website where patients could sign in/up.  6.  Staff incentives → paid doctor staff for sales.  7.  Data mine & email market (proposed future solution) → to increase the doctor’s revenue.


Lowered average CPA from $67 to $8, and increased conversion rate from 10% to 21% in 2 months.  Some docs had 50-80% in-office conversion rates.  We tracked conversion rates for each type of campaign and overall averages, per doctor.


Patients were already used to filling out check-in forms – it was ‘business as usual’ and more natural for the staff.


Project Details

Client: Hello Health

Tags: Acquisition, Biz Cards, Campaigns

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