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

Growing — and an increasingly returning base

Active members at period-end — returning vs new that year

8,020
2023
18,972
2024
28,359
2025
30,643
2026*
Returning members New that year
25,071
returning members in 2026 — up from 161 in 2023
~98%
monthly membership retention, sustained since 2023
~12K
new members added per year — steady acquisition
77%
of active members are on annual plans

Server-side billing records. The returning base compounded from ~160 to 25,000 while new sign-ups held near 12,000 a year — the base is now 82% returning, on 35,757 total members (30,560 paying).

Staxbill billing records via Metabase (refreshed Jun 15 2026; retention export Jul 7 2026). New = joined that calendar year; returning = active at period-end who joined earlier. 2026* is year-to-date (June), so its new-member segment is a half-year.

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.

App adoption

Most members use the app — and keep coming back

1 in 3
of Baker's members are active in the app every month (~11,000)
2 in 3
used chat during H1 — 22,806 unique members
71%
of app members return in a later month
2,082
were active every single month of the half

App engagement is both broad and sticky: a third of the whole membership opens the app monthly, two-thirds message the care team, and most keep returning. Measured on chat — the one event tracked across all six months.

Mixpanel, members only, Jan–Jun 2026. Denominator is Baker's 35,757 total members (billing). 34% of chatters were active in 4+ of the 6 months.
In-app

Usage by screen

True usage by screen — quick glances excluded

ScreenMembers≥15s (true use)≥30s≥60s≥5 min
Chat22,80621,19420,17317,3105,488
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. "True use" = 15s or longer (sub-5s U-turns excluded). Chat is measured as session length (open→close); the rest are screen dwell. Home is the launch hub — most visits are quick navigation. Screens were instrumented at different points (Chat/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, Mar–Jun (Lab dwell tracking began March). 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

  • Members grew every year — 30,643 active; returning base 161 → 25,071
  • ~98% monthly retention; ~12K new members/year
  • App: 1 in 3 members active monthly; 71% return
  • 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