Healthcare Marketing Agency Case Study: 125 Win-Back Conversions for Kiaora Women's Health in 30 Days

Key Insight

Kiaora is a US-based women's health telehealth brand serving patients across BHRT, GLP-1, and Thyroid care. The patient mix made every customer a future cross-sell opportunity — a BHRT patient was a future GLP-1 candidate, a churned Thyroid patient was potentially a year away from BHRT eligibility. But Kiaora had no defensible read on what their lifecycle marketing was actually contributing to revenue.

Propel — acting as their healthcare marketing agency — identified the core leverage point: fix the attribution layer first, then attack the highest-confidence pool of churned and abandoned patients before any new acquisition spend.

Solution Snapshot

A two-pillar lifecycle architecture purpose-built for a multi-product telehealth brand.

1. Custom Attribution Model

Replaced Customer.io's default window with a 24-hour last-touch model. Every campaign result now reads against a baseline both teams trust.

2. Win-Back as Architecture

Segment definitions tied to specific behavioural events — churned vs abandoned by product line, cross-sell triggers, refill nudges. This wasn't a campaign; it was an architecture.

3. Multi-Product Cross-Sell

Patient journeys across BHRT, GLP-1, and Thyroid — routing eligible patients between products instead of letting cross-sell happen accidentally.

4. Measurement Layer

Cross-validated every reported number against Stripe and Kiaora's internal GrowthOS dashboard.

Challenge

When Kiaora engaged Propel as their marketing agency for healthcare, three pain points were stacked on top of each other:

• Inflated attribution. Customer.io's default window was crediting email for revenue that was happening anyway. The team couldn't tell what lifecycle was actually doing versus what was background organic behaviour.
  
• Win-back wasn't an architecture. A handful of one-off sends. No definition of churn by product line, no segment that distinguished churned vs abandoned, no measurement layer to credit a win-back differently from a new acquisition.
  
• Cross-sell was accidental. GLP-1 patients eligible for BHRT weren't being routed there. BHRT patients past a certain tenure were never being offered Thyroid screening.
  

The growth lead was watching new-patient acquisition in a separate dashboard (Stripe + GrowthOS) and seeing a disconnect with what Customer.io reported. Before any lifecycle work could prove ROI, the measurement layer had to be defensible.

Approach

Propel structured the first 30 days around two explicit pillars and de-prioritised everything else.

Patient Acquisition Marketing

Event-based campaigns tied to abandoned cart by product, churn by product, refill due, and eligibility unlocked. Each pillar got its own segment definition and its own conversion-event definition.

Patient Engagement Marketing

Lifecycle automation across the patient journey — cross-sell GLP-1 ↔ BHRT, refill nudges with copay context, Thyroid screening prompts for BHRT patients past a tenure threshold.

What we deliberately didn't do in the first month: rebuild the welcome flow, touch onboarding, or run new acquisition experiments. The highest-value reservoir was already existing — churned and abandoned patients with proven intent.

Alongside the strategy, we shipped a new 24-hour last-touch attribution model in Customer.io to replace the default window. This wasn't a strategic add — it was a precondition. Without it, every campaign result was contested.

Solution

The execution mapped to clear segment definitions and a campaign architecture aligned to Kiaora's three product lines:

1. BHRT / HRT Win-Back Engine

For a hormone replacement therapy brand, the win-back pool is the highest-confidence revenue source you have. We built two parallel campaigns:

1. BHRT FDA Re-Engagement (Churned). Targeted previous BHRT purchasers with no order in 60+ days. Won back 76 patients in 30 days.
   
2. BHRT FDA Re-Engagement (Abandoned). Targeted users who started the questionnaire but never completed purchase. Converted 18 first-purchase patients.
   

2. GLP-1 Lifecycle Revival

The GLP-1 product family had the same churn-and-abandonment pattern but a different price point and patient psychology. Revival campaigns delivered 31 conversions across abandoned and churned segments combined.

3. Thyroid Renewal Flow

Triggered for patients nearing prescription renewal — the highest-LTV segment in the Kiaora portfolio. Strong April performance feeding directly into the attribution baseline.

4. BHRT Onboarding

Supporting role delivering ~46 conversions in parallel — ensuring first-purchase patients converted into the lifecycle engine immediately.

The conversion definition was locked before any campaign ran: "purchase complete, product category match, repurchase OR first-purchase flow type, within one week of opening any email in the campaign." Locking the definition before the send is the boring part — it's also why the numbers held up when the client cross-checked against their own dashboards.

Result

Kiaora's first 30 days under the new architecture delivered:

• 125 win-back conversions from a single deliberately scoped architecture — 76 BHRT-churned, 18 BHRT-abandoned, 31 GLP-1-revival.
  
• 377 conversions / $60K revenue / 30-day baseline via the new 24-hour last-touch attribution model — Kiaora's first defensible, repeatable read on what lifecycle contributes to the top line.
  
• Expanded scope of partnership. Recurring growth-channel syncs, hosted reporting dashboard, campaign calendar layered into reporting.
  

The win-back engine is now the floor, not the ceiling. The next target is 300 conversions from event-based and lifecycle automation combined — built on the same infrastructure.

The Takeaway

If you're running lifecycle for a multi-product women's health or telehealth brand, the highest-leverage 30 days isn't always a welcome flow refresh or a new acquisition test. It's two things in sequence:

1. Fix the attribution layer first. If your team can't agree on what counts as a conversion, no campaign result will land.
   
2. Attack the highest-confidence reservoir first. Churned and abandoned patients with proven intent convert at rates new-acquisition channels can't match — and the unit economics are dramatically better.
   

Win-back isn't a campaign. It's an architecture. Define churn by product, define abandonment separately, lock the conversion definition before the send — and the numbers come.

125

Win-back conversions in 30 days

$60K

30-day attributed revenue baseline