Healthcare Subscription Platform
Patients weren't churning because the medicine didn't work. They were churning because they felt alone.
Most healthcare apps are designed by medical professionals who think in clinical terms, or by consumer app designers who ignore credibility entirely. Evolus needed something in between — medically rigorous, emotionally supportive, and actually beautiful to use.
Setting the Scene
Evolus offers recurring aesthetic treatments — injectables, skincare — through a subscription model. Patients sign up, get assigned a provider, book appointments, and come back regularly. The model makes sense. The problem was that 45% of patients were churning within the first year. The app was supposed to drive retention. Instead it was contributing to the problem.
The Problem
Healthcare subscription churn isn't usually about product quality. Patients churned because they felt unsupported between appointments. Because billing was confusing and triggered anxiety. Because they didn't know what to expect before their first treatment. Because after the appointment, the app went quiet and they felt forgotten. Every one of those moments was a design failure.
What made it hard
- →FDA requirements around treatment claims and information disclosure — every line of copy needed review
- →HIPAA compliance for health information handling — privacy was non-negotiable
- →Aesthetic medicine creates real emotional stakes — appearance, self-confidence, self-image
- →Subscription + treatments + insurance + provider credentials created genuinely complex billing
- →Churn was the #1 business problem — the app design was expected to be the solution
Healthcare retention isn't about medical compliance. It's about emotional engagement. Patients didn't churn because they didn't understand the medicine. They churned because they felt unsupported, uncertain, and forgotten between appointments.
What the Research Revealed
- →Billing confusion was the #1 driver of early churn — patients didn't understand what they were paying for or why
- →First-treatment anxiety was extremely high — patients had tons of questions but no easy way to get answers before showing up
- →Provider credibility was hugely important but completely underutilized — patients wanted to see their provider's face, credentials, and experience
- →Post-treatment engagement was nearly zero — patients felt 'dropped' after their appointment with no guidance on next steps
- →Results documentation mattered more than expected — patients wanted before/after tracking, progress notes, and evidence of improvement
The Approach
I designed the app around three pillars: Clarity (making medical information, billing, and treatment plans visual and simple), Provider Connection (showcasing expertise and enabling personalized communication), and Progress Tracking (helping patients see and feel their results through documentation, reminders, and celebration). The goal wasn't a better healthcare app. It was a supportive partner that happened to handle healthcare.
Transparent billing on treatment cards
Instead of burying pricing in account settings, costs appeared clearly on treatment cards. What's included in the subscription. What costs extra. No surprises at checkout, no surprises on the credit card statement.
Provider profile front and center
Patients saw their provider's photo, credentials, and specializations before ever booking. Human connection before clinical transaction. This alone moved the needle on trust.
Pre-treatment education flow
Before the first appointment, patients completed a guided flow: FAQs, provider Q&A videos, realistic expectations. Showed up informed. Reduced first-appointment anxiety measurably.
Results journal
Before/after photo upload, provider notes, outcome tracking. Kept patients engaged between appointments and gave them tangible evidence of their investment working.
Personalized re-engagement
Timed reminders to rebook, post-treatment follow-ups, seasonal skincare content. Not spam — relevant, timely, supportive communication that felt like it came from the provider, not a CRM.
Proving It Out
In-app A/B testing on billing transparency, provider prominence, and engagement messaging. 15 usability sessions with new patients going through onboarding cold. 6-month cohort tracking to measure the retention curves. Monthly NPS surveys with open-ended reasons for churn. And regular check-ins with providers about what they were hearing from patients.
- →Transparent billing reduced billing-related support tickets by 70% — patients stopped calling confused because they always knew what they were paying
- →Pre-treatment education reduced first-appointment cancellations by 35%
- →Results journal was adopted by 60% of patients — and high adoption correlated directly with long-term retention
- →6-month retention improved from 55% to 72% — statistically significant and commercially transformative
Beyond the Numbers
- →Patients felt supported and informed throughout their treatment journey — not just during appointments
- →Providers reported higher patient confidence and fewer pre-treatment questions flooding their inbox
- →Company culture shifted from 'product-first' to 'patient-first' — the design work drove an organizational change
- →The app became a competitive differentiator against competitors whose patient experience was genuinely poor
What I Took Away
In healthcare, emotion matters as much as information. Patients' decisions about whether to stay subscribed were emotional first, practical second. Trust-building isn't a one-time onboarding event. It's ongoing — consistent support, visible provider presence, and proof that their investment is working.
- →Transparency reduces anxiety — being explicit about costs, timelines, and side effects made patients feel in control instead of blindsided
- →Personalization in healthcare doesn't require AI — calendar reminders, progress tracking, and provider notes felt deeply personal without a single algorithm
- →Provider integration is critical. Patients wanted to see their provider as a human being. Hiding the provider behind a booking system was a trust-destroying design decision
- →Simplifying information for patients frustrated providers who wanted detail. I favored patients. That was correct.
What's Coming Next
Secure provider-patient messaging for questions between appointments. Predictive outcome modeling based on treatment plan. Patient community features for peer support. Insurance integration for clearer pricing. Habit-building for skincare routines between treatments.