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Identify members who completed signup and profile setup but have not booked an appointment within 30 days — this is the core activation gap in digital health (per the Amplitude benchmarks report, 69% of products with strong early activation achieve strong 3-month retention). For this cohort: (1) size and monthly trend, (2) last action before going inactive, (3) recommended re-engagement sequence (push, in-app, or email) personalized by the care category they selected at signup. Track success as booking an appointment within 14 days of receiving the campaign.
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