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
All app metrics exclude staff/provider activity — 745,753 team_member events (~12%) removed. Metric 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.

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 active base is steady at ~11,000 members a month. What stands out is loyalty: 71% of members return in a later month, rising to 86% by June, and 2,082 members 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.
In-app

Depth by feature

Member engagement depth, by feature

FeatureMembers≥30s visit≥60s≥90s≥5 minReturning
Chat17,59615,92213,94311,9615,00512,949
Newsletter14,67510,6588,1926,9433,8137,274
Reservation flow12,0287,4525,9635,0272,3944,880
Lab6,0313,1472,5552,1931,0791,530
Studio6,4412,1471,5151,2055191,542
Immunization3,9891,419794578207471
Yoga3,111767513402151341
Columns are member counts whose deepest single visit reached that length (nested; sub-10s excluded). Counts are adoption during each feature's tracked window (several were instrumented in Q1 2026), not full-6-month trends. Home (31,354) omitted as the launch hub; Learn: 883.
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%
17,596
unique members chatting
51
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
6,031
unique members used Lab
1,530
returning (≥2 months)
2,193
had a 90s+ session
1,748
used PhenoAge · 88% got a result

6,031 members used Lab, 1,530 returned in a later month, and 2,193 had a session over 90 seconds. 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)
14,675
Read ≥ 30s
10,658
Read ≥ 60s
8,192
Read ≥ 90s
6,943
Read ≥ 5 min
3,813

The Newsletter Duration timer runs while the newsletter (on the Home tab) is open, and stops when the app is backgrounded. Sub-10-second glances are excluded. 3,813 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

Retention

Stable and loyal

  • Steady ~11,000 active members / month
  • 71% return in a later month (86% by June)
  • 22,806 members chatted; 1.72M sessions
  • Median member: 51 chat sessions
Conversion & features

Usage and bookings

  • 2,486 new-patient reservations started, 351 completed (14%)
  • 6,031 Lab users; 1,748 used PhenoAge
  • Lab interest: Annual Physical, Cholesterol, Genetics
  • 3,813 members read newsletters 5 min+
Still to build

Data gaps to close

  • Newsletter link tracking (needs an app release)
  • Profiles export for cohort retention
  • Chat-topic tagging (not currently captured)
Sources: Mixpanel raw events (app + web reservations), Jan–Jun 2026, staff excluded; Firebase for engagement totals. Definitions on slide 2.