Eden - Expand Telehealth Margins Goal Build a clear, defensible view of the patient lifecycle by drug type: from first plan purchase through dose completion, churn, and profitability. so Eden can optimize plan design, pricing, marketing spend, and operational follow-ups. This analysis will become the source of truth for:
- How profitable each plan actually is after churn and unused doses
- Where patients disengage in treatment
- Which plans and promos produce durable LTV vs. misleading upfront revenue Metrics
- % COGS target at <40%
- $ margin lift attributable to ops actions
- Monthly profitability 3x By Driving Improvements… ● Patient Lifecycle Mapping ○ Define “active patients” as anyone who purchased X in the past Y months ○ Include: ■ 1, 3, 6, and 12-month injectable plans (with or without B6/B12) ■ Patient ID ■ All order dates and refill history ■ Plan duration + additive flags ■ Upfront vs installment payment status ○ For each patient, map: ■ Initial plan purchased ■ Dose pickup behavior (e.g., 4 of 6 doses completed) ■ Inactive gaps and reactivation events ● Plan-Level Unit Economics & Margin Accuracy ○ Move beyond booked revenue to true delivered margin: ■ Revenue per plan (3M, 6M, 12M) ■ COGS per dose (including B6/B12 additive costs) ■ Actual doses delivered vs. contracted doses ■ Margin impact of unused or abandoned doses ● Marketing Spend Attribution by Plan ○ Repurpose fact_ad_spent_by_transactions to understand: ■ nCAC by plan duration ■ LTV:CAC by plan ■ Promo-driven distortion (tests, discounts, bundles) ○ Figure out what to exclude/normalize: ■ Any historical plan pricing changes or limited-time tests What do I want to know?
● What is our current estimated COGS benchmark? ● What are the levers to move monthly profitability? ● Where exactly are patients churning in their semaglutide journey? ● Which plans look profitable upfront but under-deliver in actual margin? ● Do longer commitments (12-month) outperform mid-tier plans (6-month) once engagement is factored in? ● Which promos increase conversion but reduce long-term adherence? ● Which acquisition channels produce the highest plan-specific LTV:CAC? Why do I want to know it? ● to stop over-valuing upfront revenue that never converts into delivered treatment ● To shift marketing spend toward plans and cohorts that sustain engagement ● To intervene earlier in treatment when churn risk is highest ● To redesign plan offerings around behavioral reality, not theoretical adherence
So what? Why do I want to know it?
● A 12-month plan with 50% dose pickup is a margin risk, not a win ● Mid-commitment plans may optimize both adherence and profitability ● Churn between Dose 1 and Dose 2 is an operational + expectation failure, not a marketing problem ● Personalization timing is a leverage point that can materially increase lifetime value Measured by? ● Dose pickup rate by plan ● Churn-adjusted margin per patient ● LTV:CAC by plan duration ● % of plans with ≥60% dose completion ● Reduction in early-treatment abandonment (Dose 1 → Dose 2)