Ro boosts conversion by +20% with Lab Optionality

Challenge

Ro’s Body Program requires new patients under a certain BMI threshold to complete a metabolic lab panel before providers can determine if GLP-1 treatment is appropriate. This friction of having to complete a lab test led to a 50% drop-off in the funnel. To make matters worse, the percentage of new patients needing an initial lab panel was increasing as the program scaled.

Discovery & Approach

I analyzed data that revealed distance and time-to-appointment were big contributing factors to whether patients would ultimately complete their lab draw. We were determined to lower the friction around completing this step to enable more patients the opportunity to receive care.

In addition to building platform capabilities for an at-home diagnostic kit, I designed a funnel experiment around recommending the easiest lab draw option to patients considering factors like distance-to-nearest-Quest and time-to-soonest-appointment.

Result

We discovered that <5 mi from a Quest and <2 days to next appointment was the sweet spot where patients would likely complete labs in-person. For patients who didn’t fit in this bucket, Ro presented the at-home diagnostic kit with a discount promo. This “optimized optionality” improved lab completion rates and boosted new patient conversion by 20%.