Every startup can attest that pivots are not easy at all, but are sometimes necessary. Curative has quite a story to tell about it.
They started as a US-based sepsis diagnostic company in January of 2020, but when a larger public health need loomed, they pivoted to Covid-19 testing and vaccination business come March. They became the largest COVID-19 testing provider in the nation across dozens of states. Fortunately for the world, the pandemic eventually slowed down. So, Curative had to find a new business venture that would continue to make the most impact on healthcare.
During the pandemic, they learned a lot about the frustrations that people had working with insurance. There was a lot of confusion about cost-sharing and patient obligations.
So, they had a bold idea – why not become the health plan? They wanted to change how the healthcare insurance system works in the US and pivoted to offering employer-based health insurance with no surprises and no out-of-pocket expenses.
The unique part about it is this: as long as you pay a competitive monthly premium determined by your employer and complete what they call a Baseline Visit – an appointment that can be used to tailor an individualized, preventive care plan and identify areas of opportunity and potential problems early on, within 120 days of your plan effective date – you get to pay $0 for in-network care and $0 for tier 1 drugs (covering 97% of all conditions). Curative likes to call it “a new kind of employer-sponsored health insurance based on affordability, engagement, and simplicity.”
Being a health insurance provider is very different from being a network of Covid-19 testing labs. Curative started essentially from scratch, building relationships with healthcare providers and finding new clients. They chose Austin as their starting point, then expanded to the whole state of Texas.
The Challenge
Pivots are hard not only for the founders, who have to take the leap of faith but also for the rest of the staff as well. For example, Curative’s marketing team revamped the entire website to address a completely new audience — from COVID-19 testers to employers and their brokers seeking new health insurance options.
The website traffic decreased – which was not a surprise, considering Curative began targeting a new, smaller audience that was specific to a narrow region, rather than most states.
Curative’s marketing team had Google Analytics and Google Tag Manager in place so they could see they were getting clicks and other events. But Google Analytics didn’t explain the reasoning behind the events.
The freshly pivoted company needed to evaluate the effectiveness of its campaigns and content, the quality of its call-to-actions (CTAs) and forms, and more. Their success depended on how well their website would work. And the tracking setup they had was not sufficient for this purpose.
The Solution
The marketers at Curative wanted to know the “why” behind the events. They needed to know this if they wanted to succeed and scale. And so, they started looking for a solution that could give them answers.
They assessed some A/B testing tools and behavior analytics platforms – and settled with Mouseflow because it’s HIPAA compliant, offers a broad set of features, and an unlimited number of users.
Google Analytics can tell you that they’re spending 1:15 on the page. Mouseflow can tell you why they’re spending 1:15 on the page. Before, we may have thought this was high engagement. Now, we can determine whether this session time is due to high engagement, frustration, or inactivity.
They – primarily Mackenzie – used Mouseflow both to understand what was happening on the website and why it was happening. Mouseflow also came in handy as a temporary stand-in for an A/B testing tool. Mouseflow allowed Curative’s marketing team to improve their website in several different aspects:
- Increasing content engagement. Scroll and attention heatmaps helped them understand if the content they published some time ago was becoming stale. When the scroll depth goes down – it’s time to dive into heatmaps and understand which pieces of content need to be replaced. Scroll depth also comes in handy for newer pages – to ensure they’re not overloaded with information.
- Understanding if the website is healthy. Mouseflow’s heatmap tool shows render time for each page when looking at the list of heatmaps, so Curative could quickly see which pages needed improvement.
- Understanding if the key pages are easy to reach. There can be several CTAs on one page – are the most important ones also the most clicked? If not, the team could move them or tweak the copy. Click heatmaps allowed them to get this information effortlessly.
- Making targeting more precise. Curative only offers their services in the US, but they’ve noticed they were getting traffic from other countries. Tweaking campaigns that brought this traffic allowed them to save money on ads and increase their effectiveness.
Mouseflow helps us make data-driven decisions and use the voice of the customer as the guide in our content creation and website optimization plans.
The Result
At some point, Curative’s website traffic plateaued and then started to increase at a pace of about 10% per month, which was aligned with their goals.
Curative’s team – which is now about 500 people – managed to successfully pivot and make sure Curative is again on the path to success.
Mouseflow helped them with their digital efforts, ensuring that the website is easier to navigate and offers more relevant information for their customers.
Among the metrics that Curative’s marketing team was able to significantly improve during the half-year sprint with Mouseflow, Mackenzie Light mentions:
- Conversions – by 22.3% compared to the previous year;
- Engagement time – by 16.91% compared to the previous year;
- Views per user – by 33.73% compared to the previous year.
The team was also able to improve scroll depth, number of visits to key pages, and friction score on each of the priority pages.
Curative has just recently expanded its business to Florida and is planning to expand further, making simple, affordable, and engaging healthcare a reality for more Americans. Mouseflow is happy to support them in this bold and important mission, helping continuously improve Curative’s website.
Company: Curative
Tools used: Mouseflow, Google Analytics 4, Google Tag Manager, Hubspot, Looker Studio
CMS: Contentful
Features used in Mouseflow: Dashboards, Heatmaps, Friction Score, Session Replays, Conversion Funnels