dacadoo

a little context

Digital health, argued from the reader’s problem.

I wrote five articles connecting digital-health ideas to business questions in insurance, banking, and pharmacy. The engagement piece has a particular argument: delivering a message and giving someone a reason to return are different jobs.

The scope in the files

Five digital-health articles
Engagement, personalisation, pharmacies and operational costs
Search metadata, opening hooks and long-form explanations

These excerpts are kept as written. The linked originals include full drafts, alternate lines, and editorial notes.

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Article title

How to Increase Customer Engagement Beyond Messaging

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The central distinction

The major limitation of the traditional CEP is that it’s often a delivery mechanism in search of a destination. Orchestration is useful, but it doesn’t automatically create habit, motivation, or recurring value. If the underlying proposition is "buy this product" or "read this update," the engagement will always be limited by the customer's immediate need for that product.

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A concrete example

In sectors like insurance or banking, customers might only think about the brand once or twice a year. No amount of omnichannel orchestration can force a customer to care about their life insurance policy on a random Tuesday. To increase customer engagement, you have to provide a reason for the customer to show up when they don’t have a transaction to complete.

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the original files

Stay with the full document.

Working drafts shared as writing samples; publication and performance are not implied.

Digital health, argued from the reader’s problem.

The scope in the files

Read a few lines.

Stay with the full document.

More writing files

Brownfield AI

AIRE

Gini

Different brief. The same care.