HELLO LEGENDS!

Welcome to the very first edition of GrowGetter Experiment Series—a 2-minute real-life growth breakdown where I share how I handled messy, ambiguous situations with imperfect action.

As a recovering perfectionist, these micro case studies are my portfolio of proof. Think of them as the ✨ behind-the-scenes ✨ of growth work that doesn’t always look shiny—but moves the needle.

TLDR:
1️⃣ Storytime: My first patient-facing campaign in a health-tech company flopped. I panicked… until I didn’t.
2️⃣ Imperfect Action: Pivot, pivot, pivot
3️⃣ Learning points: Emails shouldn’t create demand—they should capture it in real-time

💗Storytime: How a failed experiment saved us $$$

Email marketing in health care is tricky, as it does not behave like e-commerce brands. Hence, CRM marketing is a unique beast in health tech.

🎯 The Growth Challenge

One of the tricky growth tasks I had was to boost appointment bookings from 76-85% from new patient sign-ups in 30 days.

My first test? A time-triggered re-engagement email sequence at 15 min, 60 min, 24 hrs, 31-day survey to nudge non-bookers.

Result?
Crickets.
Absolutely no uplift in bookings.

🧪 What I Tested

I played with the email timing again:
1 min, 15 min, 24 hrs, 7 day survey post sign-up

Still no lift.
Booking rate stuck at 76%.

😢 Immediate feeling? “I’ve failed. I wasted time.”

🔍 Survey Insights Trickled In

This time, customer insights were trickling down into the 7-day responses. The reason why people were not booking was categorised mainly into two categories:

1. “I want to call the clinic directly —> channel leakage [20%]
2. I’m not ready to book.” —> Demand Issue [70%]
3. “I don’t want to put my payment details online” [10%]

BINGO!

This is a huge turning point.

💡 What I Learned

#1: Health care demand is need-driven.
#2 Emails shouldn’t create demand—they should capture it in real-time
#3 Time-based nudges ≠ helpful

Behaviour-driven comms and patient activation require more ‘nurturing’ than mere time-based re-engagement upon patient sign-ups.

This experiment revealed that ROI is highly correlated with how skilled the CRM is in sending real-time high-intent behaviour nudges.

🧠 Example:
If a patient searches “dental clinic” but abandons → a real-time follow-up email = contextual value.

⚒️ What We Did Next

#1 CRM Rethink
We were about to invest in Hubspot. But this test proved it wasn’t right—it lacked real-time event-tracking.
⛔️ Saved $$$ and misalignment.

#2 Redefined “Patient Activation”
We moved from a “blunt re-engagement” model to a nurturing loop model—triggered by real user actions, not arbitrary time.

Hence, in short, this failed experiment allowed us to refine our CRM choice and avoid investing in the wrong one.

A HUGE win that saved $$$, time, and resources.

💛 Takeaways

Lesson #1: Not all experiments are here to lift the numbers.
🎤 Some are here to reveal the truth.

Lesson #2: Marry qualitative and quantitative insights together to inform broader company goals
🔍” There is 0% uplift because of the qualitative insights we have pulled [insert here] etc.”
Data + feedback = superpower

💬 Ask Me Anything 💬