Where the £2M bleeds — by treatment, cohort & lifecycle
Architecture, audiences & prioritised roadmap
Trigger-based journey design + experiments
Attribution, compliance & trade-offs
Where Numan is leaving money on the table
This isn't a strategy gap — it's an execution infrastructure problem. Data and consent exist. What's missing is the bridge between warehouse insights and real-time patient action.
| Treatment | Revenue | Risk | Open/Click | Verdict |
|---|---|---|---|---|
| Obesity / GLP-1 | 45% | 14% at risk | 74% / 19% | Biggest pool. Month 1-3 kill zone. |
| TRT | 30% | 0% churn | 74% / 19% | Chronic therapy — naturally sticky. Refill upside. |
| ED | 18% | 50% at risk | 48% / 8% | Silent bleeder. Vanish after 1-2 orders. |
| Women's | 7% | 25% at risk | 64% / 14% | Growing segment. Needs nurture early. |
Email engagement decays linearly before churn. Intervention window: 2-4 weeks.
The Active → At Risk inflection is the intervention window. Days since last order jumps 17 → 65. Batch CRM sends arrive too late.
| Bottleneck | Business Impact |
|---|---|
| Reverse ETL is manual | Audiences stale. Days to activate, not minutes. |
| CRM: batch sends only | No trigger on missed refill or payment failure. |
| No identity resolution | Anonymous ≠ known patients. Retargeting blind. |
| SMS: 65% consent, 0% use | Highest-engagement channel completely unused. |
| Fragmented audiences | CRM ≠ paid. Waste, overlap, inconsistency. |
Architecture, audiences & prioritised roadmap
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Journey design + experimentation plan
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Attribution, compliance, trade-offs
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