Lifecycle &
Retention
Company
SimplyTest
Year
2026
Overview
Connect onboarding, education, Account Manager engagement, and personalized outreach to support sustained testing activity.
I led lifecycle strategy, segmentation, messaging, automation, and cohort reporting. The goal was to make the first 30–60 days a measurable activation phase and give teams clearer signals when an established account was losing momentum.
Actions Taken
Onboarding & Ownership
Connected Welcome Kit timing, training expectations, first-test support, clinical education, and an automated Account Manager introduction. Established a clear next step for both the provider and the internal owner.
Behavior-Based Engagement
Segmented outreach by testing recency, volume, role, and engagement. Built re-engagement using last-test dates and Account Manager context, supported by continued education and follow-up reporting.
Measurement & Learning
Built cohort and baseline analysis to compare early utilization, retention, and resumed activity. Used the findings to prioritize timely Account Manager involvement and education after activation.
Results
January–February versus April–May 2026 onboarding cohorts showed first follow-up-month retention of 45.2% → 64.4% and adjusted average first-30-day testing of 2.28 → 4.00 tests per account. Median early testing moved from one to three tests.
Separate campaign reporting identified 23 offices inactive for at least 60 days that returned and completed 32 tests.
These are observed cohort and campaign measures summarized in the September 7, 2026 performance record. They do not isolate the causal effect of a single workflow or campaign.
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