Industries
People have to believe you first
Health is the one area where being convincing and being honest have to amount to the same thing. Claim too much once and you do not lose a click, you lose the person, because they were already making up their mind about whether to believe you.
Health experiences people actually come back to.
What gets in the way
Convincing, and still honest.
Wellness and member programmes live or die on whether people come back, and the usual growth tricks work against that. Urgency comes across as pressure and personalisation comes across as being watched. A number that goes up for a fortnight is often somebody who was nudged into something they will end up resenting.
Getting people back beats signing them up
Signing somebody up to a health programme is the easy half. Whether they open it again in week six is the number that matters, and that comes down to whether the thing felt like it was built for them or built to be reported on.
Personal without feeling watched
Health data makes an experience genuinely better and makes people genuinely uncomfortable, often in the same moment. Where the line sits is not a legal question, it is a question of how it feels, and it moves depending on what you are asking somebody to look at.
People read the tone as evidence
That means plain language, being straight about what is not known, and never sounding more certain than the data allows. Somebody deciding whether to act on what you have shown them is reading how you say it as closely as what you say. Hedging and overclaiming both cost you.
How the pieces fit
Week six is the number that counts.
Both lines start from the same sign-up peak, which is the number most easily mistaken for success and the one a launch usually gets judged on. What separates them is everything that happens afterwards, and mostly whether the thing felt built for the person using it. Week six is far enough out that the novelty has worn off, and close enough that you can still do something about the answer.
Signing up is the easy half
Both of these start from exactly the same peak, and that is the number most easily mistaken for success.
Then the two come apart
One programme was designed to be reported on, and the other was designed to be opened again.
- Sign-ups first
- Keeping people first
Week six is the number that counts
Far enough out that the novelty has worn off, and close enough that you can still do something about it.
How we help here
What we actually do for you.
The parts your members actually use, and the work that decides what happens between signing up and week six. Alongside that, the design care needed to handle a serious subject without frightening people or talking down to them.
The work
Three health projects, three very different audiences.
A wellness programme made personal inside one of the country's largest membership schemes, where the meal plans and the tracking had to feel tailored rather than automated. Tools for frontline teams delivering care in places with very little to work with, where whether it gets used comes down to whether it runs on the phone somebody already has. And an AI health insights platform taken from an idea to a live product.
Discovery Vitality
A wellness programme, made personal
Bringing an existing health and wellness product to Vitality members as a tailored, motivating daily experience - meal plans, weight-loss tracking and support inside the wider Vitality ecosystem.
Broadreach Healthcare
Frontline healthcare teams, off paper
A digital tool for the Front-line Service Executives delivering care in underserved settings, plus the workflow system that keeps those teams scheduled, supported and accountable.
Vantage Health Technologies
An AI health insights platform, zero to live
A zero-to-100 product partnership taking an AI-powered health insights platform from concept to live product, so healthcare organisations can move the metrics that matter most.
Talk to us
Are you building something people trust with their health?
If getting people to come back is the problem, and the honest version has to stay honest, that is exactly the sort of constraint we like working inside.