May 14, 2025
Next Unicorns wear Lab Coats! How Gesund.de and Insider revolutionize the healthcare market.
At this year’s OMR Festival, Vanessa Ehret, Marketing Director at Gesund.de, Elena Pesa, CRM Manager at Gesund.de, and Moritz Wolff, Managing Director at Insider, took the stage to showcase how healthcare is becoming one of the most exciting frontiers for digital innovation.
In an industry long burdened by fragmented systems and slow-moving transformation, Gesund.de is building a smarter, connected patient experience — with Insider as a key partner in that journey. As Germany’s largest digital health platform, Gesund.de helps users access local pharmacies, doctors, and health providers in one seamless digital ecosystem. But creating a platform wasn’t enough — to truly deliver value, they needed to turn user data into meaningful, personalized engagement.
Healthcare is complex — and often disconnected. Despite a surge in patient demand for digital services, most communication is still outdated, one-size-fits-all, and reactive. Gesund.de saw a massive opportunity to reimagine this, turning a fragmented system into a cohesive, patient-first experience.
“We had the user base and the data, but we lacked the tools to act on behavior and personalize our communication at scale,”
To power the next phase of growth, Gesund.de evaluated several platforms. Insider stood out — not only as a complete solution but also as a strategic partner.
“We chose Insider because it gave us everything in one place: segmentation, personalization, orchestration, and A/B testing — all built into a single, flexible platform,” shared a representative from Gesund.de.
The ability to move quickly without relying heavily on developer support was critical.
“It wasn’t just a tool,” they continued. “It was a platform built for fast-moving teams — and a partner who understood our ambition.”
With Insider’s Customer Success team, Gesund.de went live in just seven weeks. The team worked closely to define their initial journeys, connect relevant data sources, and set clear benchmarks, ensuring a strong foundation for success.
“We were live in 7 weeks. Insider’s Customer Onboarding team helped us define our first journeys, connect the data, and set benchmarks. By the time we launched, we already had key metrics in place,” the team shared.
This strategic approach allowed Gesund.de to activate a personalized engagement strategy from day one, driving immediate value.
The shift from broad, volume-driven campaigns to personalized, behavior-based journeys had a significant impact on performance across all channels. For app push notifications, conversion rates dropped from 23.88% to 7.14%, but this was due to a more targeted approach that focused on high-intent, lower-volume campaigns, which ultimately delivered better user engagement. Email campaigns saw a notable improvement, with conversion rates rising from 5.78% to 13.86% thanks to Insider’s orchestration and personalization features. Send-time optimization also played a key role, achieving a 1.58% click-through rate, with 22% of those who clicked completing a purchase. The welcome journey was particularly effective, with 16% of users who engaged in the journey going on to make a transaction. The shift in strategy was clear — by focusing on relevance and listening to the users’ behaviors, the results were far more impactful than before.
Now equipped with Insider’s AI-powered capabilities and predictive segmentation, Gesund.de is looking ahead. Their focus is on building deeper journeys — supporting users not just during transactional moments, but throughout ongoing health needs like chronic care, preventive wellness, and long-term loyalty.
“We’re building a healthcare experience that feels personal, proactive, and frictionless,” the team explained. “And we’re just getting started.”
This blog article is based on insights shared at a masterclass by Insider and Gesund.de during OMR festival on May 7, 2025.
