Building Stronger Marketing Foundations for a Digital Health Platform
Overview
WeThrive provided strategic marketing and digital support for a digital health and wellbeing platform supporting women through midlife via a holistic approach spanning fitness, nutrition, education, symptom understanding and community support.
The work focused on strengthening user engagement, improving the overall user journey, and supporting sustainable audience growth across digital channels.
The Challenge
As a digital health and wellbeing platform, the challenge was to create marketing that not only attracted new users but encouraged ongoing engagement and longer-term participation.
There was also an opportunity to introduce additional entry points to help individuals better understand their needs and access relevant support. Expanding into new audience segments, including healthcare professionals and workplace wellbeing, presented further opportunity to increase awareness and strengthen credibility.
Approach
The approach focused on strengthening the overall marketing foundations, ensuring strategy, messaging and delivery were aligned to create a clear and consistent experience across touchpoints.
A strategic review of the proposition, audience needs and user journeys informed improvements across digital channels including the platform, website and email communications. Alongside strategic direction, practical enhancements were implemented to improve clarity of the offering, strengthen user flow, and support sustainable audience growth through targeted initiatives and partnerships.
Key Work Delivered
Marketing strategy and digital engagement
Developed and implemented marketing strategy across app, website and email channels
Designed structured email journeys to support onboarding and ongoing engagement
Planned and supported delivery of in-platform challenges to encourage participation and retention
User insight and platform development
Used audience insight and engagement data to identify opportunities to improve user journeys and overall experience
Development of a symptom checker tool to help users better understand potential symptoms and access relevant lifestyle guidance
Audience growth and new segments
Supported development of a strategic partnership with a complementary wellbeing brand, helping expand reach to a highly relevant audience segment
Supported expansion into new audience groups including healthcare professionals and workplace wellbeing
Developed targeted communications and a dedicated corporate webpage to support partnership opportunities
Outcomes
Strengthened structure and consistency across user communications
Improved clarity of user journeys across digital touchpoints
Introduced additional entry points to support audience growth
Supported expansion into new audience segments
Created a stronger foundation for ongoing engagement and development