Case study 02 · Healthcare SaaS · CallerID, Routine Requests
Product adoption journeys for CallerID and Routine Requests
Behaviour-triggered HubSpot workflows that introduce clinics to the wider product range once their core products are live.
Challenge
Once clinics were onboarded, the wider product range needed to be introduced at a pace they could absorb: first awareness, then action, and finally real implementation.
What I built
- A separate HubSpot workflow for each product, moving clinics through three stages: awareness, action and implementation.
- A four-email series for CallerID, spread over about a month and starting three months after the core products were activated.
- Triggers based on real behaviour: whether an email was opened, and whether the product was activated in the internal dashboard.
- Follow-up tracking of whether the clinic actually entered their CallerID details. If not, a help email with setup guidance and technical support.
- Routine Requests followed the same principles and triggers as the CallerID workflow.
Goal
Lift adoption of CallerID and Routine Requests among clinics with their core products already live, with every message timed to real behaviour instead of a calendar.
The journey at a glance
Core products active
Confirmed through our backend link to HubSpot.
3 months
Pause before the next product
Clinics settle in before hearing about more.
Over about a month
Four-email series
Awareness, action, implementation. Opens and activation in the internal dashboard decide what happens next.
CallerID details entered?
Yes
Feature in use
The clinic has implemented the product.
No
Help email
Guidance on entering their CallerID details.
Technical support
Offered to get the clinic over the line.