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

Feature	Members	≥30s visit	≥60s	≥90s	≥5 min	Returning
Chat	17,596	15,922	13,943	11,961	5,005	12,949
Newsletter	14,675	10,658	8,192	6,943	3,813	7,274
Reservation flow	12,028	7,452	5,963	5,027	2,394	4,880
Lab	6,031	3,147	2,555	2,193	1,079	1,530
Studio	6,441	2,147	1,515	1,205	519	1,542
Immunization	3,989	1,419	794	578	207	471
Yoga	3,111	767	513	402	151	341

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.