How Fullspan Health activated 3 million+ subscribers by building a personalization flywheel with Hightouch Lifecycle Studio
Fullspan Health is a unified B2B healthcare platform from RVO Health, a health technology company backed by the nation's largest consumer health portfolio, helping brands engage consumers across the full continuum of care, from patient finding and engagement to pharmacy, care services, and medication adherence. Leveraging the authority of Healthline Media and Healthgrades, Fullspan Health combines medically reviewed content, innovative agentic digital tools, and data-driven insights to deliver a seamless, patient-centric experience. Under Fullspan Health, Fullspan Health Connect provides actionable media solutions at high-intent consumer moments and Fullspan Health Solutions integrates a connected ecosystem of tools, services, and support to help pharma better guide patients through their care journeys.
Results at a glance
| Goal | Result |
|---|---|
| Replace 30 separate condition newsletters with one personalized digest | +11.2% email CTR |
| Increase on-site engagement from email traffic | +27.1% onsite engagement |
| Re-engage subscribers who had gone quiet | 29.8% dormant reactivation rate |
| Launch new programs without a multi-week build cycle | 6 programs live in under 30 days |
| Improve new user activation vs. the old program | +15% new user activation |
| Turn Q4 store buyers into year-round customers | 4× conversion rate vs. standard email |
The challenge
Fullspan Health reaches more than 40 million unique visitors each month — consumers arriving in deeply personal moments, searching symptoms, comparing treatment options, and choosing a provider. Of those, more than seven million are known users: people the lifecycle team can actually reach by name across email, SMS, push, and onsite personalization programs.
Lindsey Allison supports lifecycle and site marketing at Fullspan Health, overseeing these channels. Her vision for the program was clear: build hyper-personalized programs that reflect each user's actual health needs, not a one-size-fits-all newsletter cadence. The operational reality made that hard to execute at meaningful scale.
Three constraints kept compounding against each other:
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Fragmented audience intelligence. Healthline ran 30 separate condition-specific newsletters with more than three million active subscribers. The data to understand overlap across those lists existed, but extracting and acting on it required manual work the team didn't have capacity for.
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Too many manual steps between idea and execution. Getting a new program live meant coordinating across multiple platforms and teams. Every idea required someone else's bandwidth before it could move.
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No feedback loop at speed. Performance data existed, but surfacing it in a way the team could act on daily required manual reporting, making real-time optimization impractical.
The solution
Fullspan Health adopted Hightouch's Agentic Marketing Platform (AMP), giving the team AI-powered lifecycle and advertising workflows through Lifecycle Studio and Ad Studio, built on a unified context layer of customer data, campaign history, brand guidelines, and channel performance.That shared context meant the platform understood Fullspan Health's audiences, historical performance, and content standards before the team started any given project.
The operating model shifted in a specific way. Lindsey's team acts as the strategic lead — defining the goal, shaping the audience, setting the guardrails — while the platform handles specialized execution. The team reviews and approves. That division of labor is what makes the velocity possible.
“Our team acts as the strategic lead. We define the goal, the audience, and most importantly, we set the guardrails — and the platform handles the specialized execution. Our team reviews and approves. What this means in practice is that our ideas are moving faster, our insights go deeper, and our audience experiences something actually new.”
Lindsey Allison
Director of Consumer Marketing at Fullspan Health
What used to require handoffs across multiple platforms now lives in one place. Hightouch's Agentic Marketing Platform consolidates the full flywheel — audience intelligence, journey building, triggering logic, and reporting — so the team can run the entire cycle without switching tools or waiting on other teams.
For Fullspan Health, that cycle starts with understanding the audience: using AI agents to categorize content by intent, not just topic. Is someone in awareness and discovery? Researching options? Actively adopting a treatment? Managing an ongoing condition?
From those signals, Lifecycle Studio is where the team builds. They define the goal, choose the channel, set specific requirements, variations, and constraints, and Lifecycle Studio generates the journey templates and email creative from there. The team reviews and approves. Hightouch agents close the loop, automatically generating daily and weekly performance reports delivered straight to Slack each morning, so the team is always optimizing against what's actually working. The result is that Lindsey's team reaches users faster and at the moments that matter most.
What changed for the team
Before Hightouch, the team had a list of programs they wanted to build. The ideas existed, but the infrastructure to execute them quickly did not.
Three months in, that relationship between ideas and capacity has flipped. Dozens of programs that were sitting in the backlog are now live, and the backlog hasn't gotten smaller; it's gotten bigger. When execution speed stops being the constraint, the scope of what the team is able to attempt expands.
The team can now ask questions they couldn't act on before: What does the overlap across our condition lists look like? What intent stage is this user at, and what should we send them next? Which products in our store are candidates for replenishment? Each question used to require manual analysis, cross-team coordination, and a multi-week build cycle. Now they're answered and acted on in the same session.
Results by program
| Use case | Metric | Result |
|---|---|---|
| Healthline Digest | Email unique CTR | +11.2% |
| Healthline Digest | Onsite engagement | +27.1% |
| Healthline Digest | Dormant subscriber reactivation | 29.8% |
| Healthline Digest | Time to 3M+ users in new experience | ~1 month |
| Companion Activation | New programs live | 6 in under 30 days |
| Companion Activation | New user activation vs. legacy | +15% |
| Companion Activation | Weight management audience reactivated | 10% in 2 weeks |
| Store replenishment | Conversion rate vs. standard email | 4× |
“In just three months, we've moved dozens of strategies off the sticky note pile and into market. And my favorite part? The pile hasn't gotten smaller; it's gotten bigger. Because when execution catches up with ideas, you stop suppressing your ambitions to match capacity and start thinking bigger.”
Lindsey Allison
Director of Consumer Marketing at Fullspan Health
A closer look: how each program came together
The Healthline Digest: one email that covers the whole person
Healthline had 30 condition-specific newsletters and more than three million active subscribers across all of them. Each newsletter worked well for its intended audience, but the team suspected they could better personalize content to users managing more than one condition.
Within the Agentic Marketing Platform, agents analyzed overlap across all 30 condition lists in just 15 minutes, revealing that 25% of Healthline's subscriber base was on more than one list. One in four subscribers was signaling, through their own behavior, that they needed support across multiple health needs.
That data gave the team what they needed to act. They built the Healthline Digest, a unified, personalized send where the platform selects each email's content modules based on an individual user's actual condition mix, so no two digests look the same. The team built the entire template, including design and HTML, inside Lifecycle Studio without external creative or engineering involvement. They built brand, editorial, and clinical guardrails directly into the platform.
The results were immediate:
- +11.2% email unique CTR
- +27.1% onsite engagement
- 29.8% reactivation rate among dormant subscribers
“Nearly 30% of users who had gone quiet started engaging with Healthline again — not because we blasted them, but because we finally showed up with something relevant to their whole health picture.”
Lindsey Allison
Director of Consumer Marketing at Fullspan Health
Companion Activation Program: responding to a moment, not a schedule
Having an audience is different from having a relationship with them. People weren't coming to Healthline just for information — they were coming to figure out what to do.
The team built programs that respond to where a user actually is in their health journey. Someone beginning to research GLP-1s gets a different experience than someone three months into using them. Someone who hasn't opened an email in 30 days gets a different message than someone engaging every week.
Hightouch agents categorized Healthline content by intent stage — awareness, research, active treatment, ongoing management — and Lifecycle Studio turned those signals into program templates. From there, agent-driven execution closes the loop with daily and weekly performance summaries sent to Slack each morning.
They call it the Companion Activation Program. Every email mirrors the visual language of the Healthline on-site experience — a continuation of the visit, not a separate send.
- 6 new programs live in under 30 days
- +15% new user activation vs. the legacy program
- 10% of the weight management audience reactivated within two weeks
“I've been in lifecycle marketing for five years and I have never moved as fast as I've moved in the last three weeks.”
Lindsey Allison
Director of Consumer Marketing at Fullspan Health
Store: turning Q4 buyers into year-round customers
Store is Fullspan Health's marketplace for HSA- and FSA-eligible health products. It sees a predictable Q4 spike tied to FSA deadline spending and is quiet the rest of the year. The team wanted to change that for products people actually repurchase: vitamins, supplements, and personal care items.
Within Hightouch, they used an agent to identify the right SKUs and predict repurchase intervals. It also flagged what not to touch — sensitive items or one-time purchases where an automated nudge might not be well-received. Lifecycle Studio turned those outputs into a fully automated replenishment program.
Result: 4× the conversion rate of a standard email program, built from concept to live campaign in days.
What's next for Fullspan Health
In three months, Fullspan Health changed what its lifecycle team could ship — three programs live and driving lift, each one its old stack couldn't have executed. The team now sets the strategy and the guardrails while the Agentic Marketing Platform handles the execution that once required handoffs and multi-week build cycles.
But that progress is just the first layer of a larger goal: becoming the category leader in consumer health engagement, with programs that know audiences better, create more tailored moments, and guide people toward meaningful next steps in their health. The infrastructure to keep going is in place, and the backlog is finally moving as fast as the ideas.