June 24, 2024

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Flo Overall health On How Its Written content Drove Everyday Application Utilization With Expecting Mothers

Flo Well being has gained the Facts and Insights and the Health care and Pharma classes at The Drum Awards for Content material. Listed here is the award-successful scenario review.

Flo Wellness is the most well known women’s well being app globally. About 300 million people today have downloaded Flo, and 55 million folks use it on a regular foundation. With around 120 health care authorities informing Flo’s information, Flo supports ladies for the duration of their total reproductive life and supplies curated cycle and ovulation monitoring, personalised health insights, expert ideas, and an anonymized neighborhood for customers to share their thoughts and fears.


In our ‘Pregnancy’ method, we empower expecting ladies with the data they require, when they require it. Our obstacle was to revolutionize the way we deliver this facts, giving digestible and super-partaking Instagram-model ‘stories’ (rather than article content, as had been our focus), personalized to their unique pregnancy.

In purchase to produce a extra profound relationship with our buyers, we required to produce an knowledge that felt ‘smart’, with all of the individualized elements automobile-generated to look without the need of any extra enter needed from the person. People enter their due date when they be part of Pregnancy manner, so we realized we could provide information based mostly on their 7 days of being pregnant. On the other hand, this meant that each content subject matter had to be prosperous enough to offer 40+ pieces of data. We also had the obstacle of delivering this job (which turned out to be 334 tales, including anatomical diagrams, graphs, interactive aspects, and many others.) in just two quarters.

We calculated our good results in this challenge in two major techniques:

uplift in free users using out trials of our high quality subscription (which have a large conversion fee) and, subsequently, paid subscriptions

uplift in the amount of customers opening additional than just one tale for our existing premium customers


First of all, our Material group sat down with our Health care Advisors and UX Scientists to obtain out what our pregnant consumers desired to see through pregnancy, and what scientifically-backed info we could correctly deliver. We finished up dividing the prepared content into 3 forms:

Weekly newborn progress updates

Weekly overall body modifications information and facts

Daily tales with a countdown to the owing date and further info, which we divided into 7 kinds (one particular for each day of the week): ‘Question of the day’, ‘Swap of the day’, ‘Myth of the week’, ‘Secret Chat of the day’, ‘Win of the week’, ‘Reminder of the week’, and ‘Mood check’.

We made a decision to establish the initially batch of tales for people in their 1st trimester (the very first 14 months of being pregnant) and release this for tests at the conclude of August 2022. We finished up developing 161 stories — an extraordinary feat — with 14 weekly infant tales, 14 weekly entire body stories, and the rest made up of the day-to-day tales.

After observing the results of the tales, we desired to make sure there had been no delays in providing the relaxation of the content material to consumers. So for the next and 3rd trimesters, we arrived up with an efficiency hack. We analyzed the to start with trimester stories’ overall performance then selected the leading 3 every day formats to have on with. Alternatively of there currently being a new day-to-day story every day, there were three new each day tales every single week — tied to when users begun a new everyday session, not a new working day. With this system, we were able to launch trimesters two and three over the end of 2022 and begin of 2023.

Evidence of investigate, evaluation and application:

We based our operate on quite a few unique streams of info and insights, the two inside and exterior:

Exploration: Our ‘Swap of the day’ stories were taken from our Magic formula Chats group (an lively in-application discussion board).

Evaluation AND Software: We identified the top rated items our expecting buyers missed and gave them alternatives. For case in point, pregnancy-safe and sound sushi and tips for risk-free fish usage.

Exploration: Our ‘Question of the day’ tales were motivated by prime Search engine marketing lookup final results throughout just about every week of being pregnant.

Analysis AND Software: This led to helpful content material like, ‘Is getting diarrhea at 7 weeks ordinary?’

Investigate: Content material editors collaborated with designers to appear up with a variety of desirable nevertheless straightforward proof of concepts. We then carried out UX research to get true person comments on what they liked or didn’t like.

Examination AND Software: Total, people uncovered the stories valuable, instructive, dependable and perceived them to be backed by health care experts. Based mostly on answers all over credibility, we decided to highlight our a variety of sources of information e.g. customized information, basic populace info, and clinical exploration.

Evaluation AND Software: Except there was an interactive element in the tale, people did not always know details was primarily based on their particular details. Thus, for each and every of the weekly human body modify stories, we began with an interactive indeed/no question (for illustration, on the topic of nipple alterations, ‘Have you found this?’) and the answer was then customized to the user’s reaction.

Examination AND Software: When directed to more content material at the close of a tale, people had been more intrigued to click on when they ended up instructed the content format, so we additional this.


This turned out to be a massive task. In whole, we shipped 334 stories: 161 autogen tales for trimester one particular, and a different 173 for trimesters two and 3.

Original proof of principle benefits:

Rolled out to 30,000 end users

For absolutely free consumers, we saw +80% in trials

For high quality consumers, +30% in the number of end users who opened at least 1 story

We then carried out UX investigation to examination person reactions. The moment we’d built adjustments in line with suggestions, we rolled the first trimester stories out to a even more 200,000 consumers. We then did the exact with the other trimesters.

Overall final results (all trimesters):

+20% trials for every working day

+20% trials for every week

By trimester:

Trimester just one stories enhanced premium membership trials by 1,600+ a month.

Their average click-by means of amount was 11.88%, which is up to 1.7 occasions bigger than current written content.

Trimester two’s weekly stories increased trials and subscriptions by 44%.

Trimester two’s every day tales increased the range of consumers who went to start a subscription acquire by 11%.

Trimester three’s weekly stories increased the number of end users who went to start off a purchase by 20%.

User opinions:

When we 1st launched the experiment with the new tales, we immediately experienced end users writing into our Guidance crew stating their mates had these actually awesome stories and they didn’t, seeking to know how they could see the new articles. People also posted optimistic feed-back on our social media channels, with some even submitting screenshots from their Flo app towards their authentic-environment overall body improvements, these kinds of as the visual appeal of linea nigra (the brown line that can look vertically on pregnant women’s abdomens) – see attached graphic.

Ongoing final results:

When the tales had been rolled out to all 480,000+ monthly energetic Pregnancy customers, the success stayed robust. The weekly newborn growth stories have finished significantly very well, and are some of our optimum executing articles in the application. They have a whopping 61.24% check out charge, with .75% of users starting trials right after observing.

Annie O’Leary, Chief Editor at Flo, explained: “At Flo, we place our end users at the coronary heart of all the things we do, which is why tasks like this where by we act off the data and insights we get from people people, is so successful. This job is a excellent situation research that we use internally to support our inventive capabilities see metrics as the fuel for their imaginations and the innovations they supply. I hope it can enable provide the very same purpose for others outside the house Flo, also.”