Baker Health · Members only

Product Analytics · H1 2026 · Members only

Member engagement & conversion

Engagement depth, retention, and reservation conversion for January–June 2026.

Jan – Jun 2026Source · Mixpanel + FirebaseStaff activity excluded
Full analytics instrumentation was rolled out over the past year, so this report covers the fully-tracked Jan–Jun 2026 window.
All app metrics exclude staff/provider activity — 745,753 team_member events (~12%) removed. Definitions on the next slide.

Definitions

What each metric means

Active member
A patient account (user_type = member) with at least one in-app event in the month. Staff/provider excluded. One caregiver may hold more than one account (e.g., a parent and child).
Returning member
A member active in 2 or more distinct months of the window.
Month-over-month basis
Trends use chat only — the one event tracked across all six months. Other events were switched on through Q1 2026, so total-event counts can't be trended.
Chat session
One chat screen opened until the member navigates away. Staff/agent sessions are excluded.
Usage / time on screen
Active foreground seconds on a screen; the timer stops when the app is backgrounded. Sub-10s glances excluded.
Reservation stages
Started = step 1 (opens flow). Intake submitted = step 4 (name/email/phone). Completed = step 6 (booking confirmed).
Every figure in this deck uses these definitions. Started is not the same as completed; member is not the same as staff.

Membership · billing system of record

The membership base has grown every year

Active paying members, June of each year

282
2022
2,769
2023
13,975
2024
23,333
2025
30,643
2026
35,757
total active members today (30,560 paying)
~98%
monthly membership retention, sustained since 2023
~1,000
new memberships per month through H1 2026
77%
of active members are on annual plans

These are server-side billing records — independent of app analytics, covering the full engagement. Paying members grew +31% in the last year, and new sign-ups have shifted almost entirely to annual plans.

Staxbill billing records via Metabase (refreshed Jun 15 2026; retention export Jul 7 2026). Platform records begin Mar 2022. "Total active members" includes non-paying accounts (e.g., dependents).

Care delivery · clinical records

More care booked, more results delivered — every year

Appointments booked · Jan–Jun of each year

9,912
2023
39,195
2024
59,400
2025
71,797
2026

Lab results delivered · Jan–Jun of each year

9,699
2023
54,239
2024
75,466
2025
125,636
2026

Same-window comparisons (January–June of each year) from server-side records, independent of app tracking. Appointments +21% and lab results +66% year over year — with appointments now running ~12,000 a month and lab results ~23,000.

Clinical database counts, monthly aggregates. Appointments span all booking channels (app, web, front desk). Lab records begin Feb 2022.

Retention

A stable base that keeps coming back

Share of active members who are returning

—
Jan
62%
Feb
73%
Mar
81%
Apr
86%
May
86%
Jun

The app's active base is steady at ~11,000 members a month — about 1 in 3 of Baker's 35,757 members — and 22,806 (roughly 2 in 3) used chat during the half. 71% return in a later month, rising to 86% by June; 2,082 were active every single month.

Measured on chat (Channel Session Ended) — the one event tracked across all of Jan–Jun, so it's the reliable basis for month-over-month comparison. 22,806 members chatted in the window; 34% were active in 4+ months. Early months naturally read lower while history accumulates.
In-app

Usage by screen

True usage by screen — quick glances excluded

ScreenMembers≥15s (true use)≥30s≥60s≥5 min
Newsletter19,81716,35912,9189,4624,113
Home23,78415,29511,5148,6224,042
Reservation flow15,32010,3898,8926,9512,549
Lab6,9223,9293,3702,6871,103
Studio7,4082,9732,2781,595530
Immunization4,4722,3831,516825206
Yoga3,3881,015788525152
Unique members (patient account) by deepest single visit. "Members" = opened the screen at all; "true use" = a visit of 15s or longer (sub-5s U-turns never count toward a tier). Home is the launch hub — most visits are quick navigation. Screens were instrumented at different points (Newsletter/Reservation/Lab Mar, Home/Studio Apr, Immunization May), so each reflects its tracked window. Learn: 935 members.
Core surface

Chat · members only

Chat usage — 1.72M member sessions

Member chat session length

0–30s
85%
30–60s
8%
60–90s
3%
90s+
4%
22,806
unique members chatting
41
median sessions / member
1.72M
member sessions (staff removed)
62,980
sessions over 90s

Members generate about 287,000 chat sessions per month; 85% are under 30 seconds. Staff/agent chat activity (745,000 events) is tracked separately and excluded here.

Channel Session Ended, member-side only, Jan–Jun. A session = one opened→closed chat channel. Top chat topics pending a message-category export.
Feature

Lab

Lab usage — top panels and depth

Most-clicked Lab categories (members)

Annual Physical
12,757
Cholesterol & Heart
6,003
Blood & Genetics
5,567
Vitamins & Minerals
5,536
Kidney Health
4,585
Thyroid & Endocrine
4,365
6,922
unique members used Lab
3,929
true usage (≥15s visit)
125,636
lab results delivered in H1 2026 (+66% YoY, clinical records)
1,748
used PhenoAge · 88% got a result

6,922 members opened Lab and 3,929 spent real time there (≥15s); 2,687 had a session over a minute. The most-clicked items are specific test panels.

Button Click events on Lab screens, members only, Jan–Jun. Category = the lab panel a member opened. 77,110 Lab-tab opens preceded these.
Content

Newsletter

Newsletter readers, by time spent

Members by deepest read (single visit)

Opened (any)
19,817
Read ≥ 15s (true)
16,359
Read ≥ 30s
12,918
Read ≥ 60s
9,462
Read ≥ 5 min
4,113

The Newsletter Duration timer runs while the newsletter (on the Home tab) is open, and stops when the app is backgrounded. Sub-5-second U-turns are excluded. 4,113 members stayed five minutes or more.

Newsletter Duration, members only, Mar–Jun (event added in Q1). The newsletter lives on the Home tab. Component-level click data exists (top-of-page components get the most clicks); deeper per-article tracking would need a release.
On the web

Reservations

Web reservations — the new-patient funnel

Started → intake → completed

Flow started2,486
Intake submitted22%546
Completed14%351

This is the new-patient channel — existing members book in the app. Bookings are pediatrics-heavy: new-patient well visits, sick visits, newborns and telehealth. Intake (step 4) = name/email/phone; completed (step 6) = confirmed. Studio classes book through a separate Webflow flow, and HRT is low-volume, so the funnel is shown in aggregate.

reservations.bakerhealth.com production, completed Apr 28 – Jun 30 2026. Consistent with the team's web-reservation funnel analysis; per-type completion rates aren't broken out because the completed-event type field isn't reliable.

Summary & next data

Summary

Growth & retention

Growing and loyal

  • Membership up every year — 30,643 paying (+31% YoY), ~98% monthly retention
  • App: steady ~11,000 active/month (~1 in 3 members)
  • 71% return in a later month (86% by June)
  • 22,806 chatted (~2 in 3); median 41 sessions
Conversion & features

Usage and bookings

  • 71.8K appointments (+21%) & 125.6K lab results (+66%) in H1, YoY
  • 2,486 new-patient web reservations started, 351 completed (14%)
  • 6,922 Lab users in-app; 1,748 used PhenoAge
  • 4,113 members read newsletters 5 min+
What's next

In development

  • AI chat assistant — Phases 1 & 2 target automating ~25–29% of member chats
  • Newsletter link-level tracking
  • Cohort retention reporting
Sources: Mixpanel raw events (app + web reservations), Jan–Jun 2026, staff excluded; Firebase for engagement totals. Definitions on slide 2.
1 / 11