Hint Health was founded by CEO Zak Holdsworth, a New Zealander and self-proclaimed marketing automation geek. His company builds a SaaS platform that helps medical professionals move from a traditional fee-for-service model to direct-pay healthcare. The app manages billing, enrollments, and communications so providers can free up time for patient care.
Hint Health knows their most successful customers take specific actions, things like participating in a live training or inviting team members into the product. The goal when they came to Autopilot was to encourage more users to take these important onboarding steps.
They also had a secondary objective. Before they came to us, many of the customers who ended up taking these actions only completed them after calling customer service. Support costs added up and unaided customers fell off the map. Getting more people to do this on their own would mean happier, more successful customers.
Zak wanted to empower users to onboard themselves using automated, personalized messaging. So he focused on automating new customer onboarding first.
Hint Health structured their onboarding journey around milestones users must achieve to become successful with the system. Zak’s goal was to help new users reach these milestones as quickly as possible while minimizing touchpoints.
To accomplish this, the company reaches out to users personally using a Headsup in-app message – which pops up while they’re in the product browsing – and then only follows up with an email if they don’t respond to the in-app notification. Users who respond to neither are escalated to the customer success team for one-on-one support.
Zak chose in-app messages because he wanted to minimize emails. “Email is like a sledgehammer, it’s distracting,” he says. “But in-app messages are a precision tool to connect with users contextually when they’re using our product.”
Zak has also set up a “Check Field” condition so if users succeed at one step, it will accelerate them to the next without sending messages for previous steps. Power users blast through with minimal messaging while others receive the assistance they need. The automated communications are based on user behavior, not just time.
Hint Health’s new user onboarding journey is just the beginning. They have already launched a series of other journeys to drive results and delight customers.
For example, the startup discovered a segment of inactive trialists who wanted to use their product but hadn’t started a direct care business yet. “We had a number of users at the top of the funnel who weren’t being successful,” Zak says “After talking to them, we found that a lot of failures weren’t failures. They were still months out from starting their business.”
To stay in touch, Hint Health created a journey that sends best practices content until the user is ready to set up their account.
Next, the startup offers power users a free t-shirt as part of their “Customer Happiness” journey. Users become power users after completing product training and logging in a certain number of times. Zak sends an in-app Headsup message that links to a landing page where users can claim their free t-shirt. This message scores an impressive 75.86% response rate.
Hint Health has snapped together a marketing tech stack capable of delivering these highly personalized journeys throughout the customer's lifecycle. In doing so, they avoid isolating data in different silos, such as marketing, sales, and customer success functions.
The company uses SalesforceIQ to manage relationships, Stripe to handle billing, UserVoice to run customer support, and Autopilot to automate customer journey marketing.
Through Autopilot’s API, the Hint Health app passes 20+ data points that are used to update field values, then trigger and filter journeys. They went the API route in order to improve reliability and minimize latency, given that this affects their mission-critical customer experiences.
These are still early days for Hint Health, but the benefits of their new integrated customer journey systems are numerous:
For future journeys, Hint Health plans to focus on demand generation and driving top of funnel growth. The company is systematically mapping every stage of the customer journey from beginning to end, following Zak’s mantra of “Nail it, then scale it.”