Daniel Walton

Stagnation is failure in telehealth funnels. You can't run the exact same intake for 12 months and call it optimized. ✅ Reorder questions. ✅ Cut the ones nobody needs. ✅ Add a proof slide. ✅ Test the calculator. ✅ Read what people say in the feedback email and fix that exact thing next. The brands converting best aren't the ones with the best first draft. They're the ones who never stopped editing it.

The Endocrine Society found 40-50% of GLP-1 quitters restart within 12 months. Which means half the patients who cancel on you aren't gone. They're just not ready yet. How I'd stay in front of them: 1. Day 0: objection handling based on why they canceled 2. Day 45-90: winback flow with what's new and any offers 3. Months 4-8: lower-frequency provider notes, softer tone 4. Rest of year one: occasional check-ins, as much as deliverability allows Whether they come back to you or a competitor mostly comes down to one thing. Were you still in their inbox when they decided to restart?

One of the worst things a telehealth brand can do is let someone answer 14 personal questions about their body, their weight, their insecurities... and then never hear from you again. FOLLOW THE FUCK UP

Every time a regulator looks at telehealth, a few brands get burned for things their marketers did. 3 things generalist agencies get wrong in this space: 1. They pipe health data into ad platforms the same way they would for a sneaker brand 2. They write claims that work in ecom and get you flagged in healthcare 3. They chase cheap leads with tactics that look great until legal sees them MedVi got into trouble over ads featuring AI doctors who don't seem to exist. That's what happens when growth runs faster than compliance. If your agency's last client sold supplements, they're learning on your license.

I have 6 anti-ecom-template tweets in my drafts from the last hour. You probably know what my opinion is. They were built for sneakers and hoodies. They treat a medical intake like a forgotten cart. They open with a discount before answering a single real question. Just write a telehealth flow and stop pasting Shopify templates into a prescription business.

Bro. you really asked for date of birth on screen 2? Before they've told you their goal, before they've seen a single result, before they feel anything at all? move it deeper. let them get invested first. it's one question and it's quietly eating your conversion rate.

It feels illegal to drop this for free but… This is the only thread you'll need to read about "how do I run Black Friday for a telehealth brand without wrecking my reputation?" Black Friday is November 27th. If you haven't started, you're already behind 🧵

How to pick the right white label step by step: 1. Ignore the sales deck 2. Ask for the legal agreement in writing 3. Confirm ownership of patient records, payments, LegitScript, ad account 4. Ask for 3 references and call each one about tech responsiveness 5. Confirm launch timeline in writing (3-4 weeks max) Skip any of these and you'll find out the hard way after you've paid. Oh yeah and also, Walk away from anyone who dodges #2 or #3.

To Meta, the guy who quit your intake at question 3 and the woman who just paid for 12 months might be the exact same person. That's what happens when your tracking can't tell these apart: 1. Lead (started the intake, never paid) 2. Patient (paid AND actually got treatment) 3. Order (a transaction came through) 4. Subscription (recurring, not one-off) 5. Repeat subscription (they renewed) 6. 3-month plan 7. 6 and 12-month plans One of those people is worth a few dollars of data. The other is worth thousands. If Meta can't see the difference, it'll keep finding you more of whoever's cheapest to reach. And that's almost never the 12-month patient.

What a commercial behemoth the Hims intake is. There's a stat between the medical questions. a before/after between the stat and the next question. a "what would this mean for you?" right before the price. There ain't one screen in that quiz that isn't selling.

If you had 24 hours to get more patients out of the traffic you already have, you wouldn't: ⦁ double your ad spend ⦁ launch a new treatment ⦁ redesign the logo ⦁ rebuild the whole funnel You'd write one plain-text email that goes out 30 minutes after someone bails on your intake, with a link that drops them back on the exact question they left. A lot of your "traffic problem" is sitting right there.

Every day the lord tempts me to stick a 40% off code in the very first abandonment email, train every patient to wait for a discount, and wonder why nobody pays full price anymore. But I resist this temptation. Offers belong later in the flow. The first email just gets them back.

The best-converting email I've ever seen in a telehealth abandonment flow had no logo, no images, and three sentences. Someone bailed on their intake. Half an hour later they got a note from a doctor's name saying they noticed the visit wasn't finished, here's the link to pick up where you left off. That's it. Reads like a person typed it between appointments. The designed emails still have a job. They just show up later, once you're walking people through the process and handling the doubt. The first touch isn't there to impress anyone. It's there to get them back.

Founder expectation: • run ads • patient starts quiz • patient finishes quiz • patient pays Founder reality: • run ads • patient starts quiz • gets to the date of birth question • kid starts crying in the other room • closes the tab • gets a "you left something in your cart 🛒" email 2 days later • forgets you exist • sees a Hims ad on Instagram that night • finishes their quiz in 4 minutes • you blame Meta

I've had a few agencies pitch my clients this month claiming they "built the Hims abandonment flow." Not knowing anyone can start the Hims quiz, quit halfway, and read the whole flow in their inbox for free. Does every agency just say whatever now?

You do NOT need more traffic. You need the people already starting your intake to actually finish it. Most founders I talk to are paying $50-100 for every quiz starter and then doing nothing when half of them walk away. That's a paid lead you're just letting evaporate. You might literally be: ⦁ 1 question that makes them feel seen ⦁ 1 proof slide that makes it real ⦁ 1 plain-text email sent while they're still warm ⦁ 1 link that remembers where they stopped away from a COMPLETELY different month.

Your goal for the next 6 months as a telehealth founder shouldn't be a bigger ad budget it should be a longer average patient lifespan Acquiring a patient at $400 CAC who stays 3 months = broke Acquiring the same patient at $400 CAC who stays 12 months = printing

Just saw a telehealth founder on Twitter bragging about his 3x ROAS. Sounds great until you check the retention. 45% still around at month 2. Which means he's paying $400 to acquire patients and losing more than half of them before the second charge even hits. He's rich right now. He'll be broke in 12 months. 3x ROAS with brutal churn is just financing your competitor's growth. Because 50% of those churned patients will restart telehealth within a year, and they won't be restarting with him.

Why do you want to launch on the fanciest white label? Why do you want the $50K/month enterprise contract? Seriously, why? Are you actually building a brand you can scale, or are you hiding behind a shiny platform to feel legit? These are questions you need to ask yourself. The best-performing brands I audit are running on boring, functional infrastructure that costs 20% of the flashy option.

Back when I started running telehealth ads in 2022, the norm was 3-month LTV and everyone celebrated. Now the winners are running 12-month LTV. Not because their ads got better. Because they built ecosystems, cross-sell flows, and maintenance protocols while everyone else was still fighting over cheaper CPMs. The game changed. Unfortunately most founders didn't.