Healthifyme - Engagement & Retention

😰 Tired of the endless worry over whether you’re eating right, getting enough protein, or if your efforts are really adding up? HealthifyMe sweeps away the guesswork, making healthy living simple, fun, and totally doable . HealthifyMe is a leading digital health & wellness app and ranks #4 on App store in Health & Fitness. Think of it as a high-tech health coach that cheers you on, sets goals, and tracks every bite and calorie!

💪 Core Value Proposition (CVP)

The main core value proposition of Healthifyme is to make healthy living simple & sustainable through:

Personalised Health Plans : Helping people achieve their weight goals through expert recommended diets and fitness routines .
AI Insights : Smart AI data-driven insights for your daily food tracking .
Tracking : Tracks calories, nutrients, exercise, sleep and water intake in real-time
Motivation : Through testimonials and community insights, keep users motivated for sustainable change.

How are the users experiencing this core value proposition?

Users experience HealthifyMe’s core value by tracking their meals in real time, allowing them to monitor macronutrients and receive AI-driven insights on making their diet healthier. They also have access to a variety of recipes, personalized diet plans, and tailored workout routines designed by highly trained coaches.

Natural Frequency of product?

User	Natural frequency
Casual Users	Once a week
Core Users	2-3 times in a week
Power Users	7 days in a week

Other sub-products and their natural frequency

Sub products	Description	Natural frequency
HealthifyMe Coach	Personalized diet and fitness coaches	2-3 months in a year
HealthifySmart (AI Coach)	An AI powered coach "Ria" for data driven insights on diet and workout	2-3 times in a week
HealthifyStudio	Live interactive workout classes by coaches	1-2 times a month
HealthifyMe Pro	Real-time glucose monitoring (CGM) plan with smart diet and fitness plan	Once a year
Healthify Store	Shop healthy supplements, proteins, chips etc	Once a month
HealthiFynder	Find healthy restaurants near your location	Once a month

What is the best engagement framework for your product?

Breadth of Engagement( New feature) - Different sub products that enables the user to experience more core value of the product . These include studio, store, smart plans etc.
Depth of Engagement - The amount of time spend on the app tracking the meals, sleep, workouts etc.
Frequency of Engagement - No. of times a user track meals, workouts, sleep, water intake etc.

For Healthifyme Frequency is the best engagement framework as the more meals you track, the richer the insights, helping users stay aligned with their weight and nutrition goals. It also helps them build a habit of eating healthy on regular basis.

Actions that makes an user an active user and its natural frequency ?

1) Free User

Track all 4 meals and check insights for macronutrient breakup
Frequency would be daily or weekly basis depending on weight goals of ICP

2) Pro User

Upgraded to premium plan with expert guidance for weight management/ diabetes reversal
Frequency would be 1-2 times/year

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According to Similarweb data, 35% of HealthifyMe users are aged 25-34, with a gender split of 63.3% male and 36.7% female. User insights confirm that most HealthifyMe users fall within this 25-34 age bracket, primarily consisting of working professionals focused on weight loss. HealthifyMe users can be segmented as follows:

Persona-Based (ICPs)
Usage-Based ( Casual/Core/Power)
Revenue-Based ( Free/ Pro)

ICP Based Segmentation

	ICP 1	ICP 2	ICP 3
Name	Health Enthusiast	Fitness Seeker	Lifestyle Shifter
Gender	Male	Female	Female
Age	27	33	29
City	Bengaluru	Bengaluru	Mumbai
Occupation	Product Manager	Marketer	Consultant
Salary	15-20 LPA	10-15 LPA	20-30 LPA
Marital Status	Single	Married	Married
Where do they spend their time and money	Shopping, going out, bars, coffee shops, Online platforms, OTT	Gym, Healthy Restaurants, OTT platforms,	OTT, Instagram, Book my show, Watching cooking and workout videos
Primary reason to use Healthifyme	Weight loss for specific ocassion	Gain weight now and then so need to check the intake of calories	Maintaining a healthy weight
How long have you they been using the app ?	Since 2020 ( COVID)	From 2018	From 2021
Food Preference	North Indian, South Indian, Chinese	South Indian, Asian	North India, Italian
Frequency of use	Daily when doing weight loss for specific goal	Daily	5 days/ week
When do you track your meals?	Before every meal and utilise saved meal	Plan all meals in advance and enter to track calories	At night after dinner
Do you use snap to track ?	No, it gives wrong measurement	No, very big hassle	Yes, sometimes
Average time spent on the app	5 min daily	10min daily	5-10 min daily
Did you utilised free consultation	Yes	No	Yes
Have you taken any pro membership ?	No, as packs are very expensive and resources are available online	No, I have outside consultation with dietician	Yes, once when I was on strict diet regime
Do you track other features like sleep, workout, steps etc?	Steps tracking through google fit integration within the app	No , I dont want to carry phone everytime everywhere	Yes, tracking sleep and steps
What do you like most in Healthifyme ?	Range of Indian food options are massive	Constant tracking built database of my health records, Varied range of indian food	Give insights on macronutrients
What do you dislike in Healthifyme?	Constant push for free or paid consultation	Too many pop-ups	Coaches get frequently reassigned
Any alternative app to track calories?	No	Yes have used some but not very effective	MyfitnessPal

Casual/Core/Power Users

Type of User	Use Case	Natural Frequency
Casual Users	Tracks meals and activity occasionally, using the app sporadically to get general insights from inbuilt features.	Once a week
Core Users	Focuses on weight loss for a specific occasion or gym goals, tracking macronutrients and committing to a plan for a set period.	2-3 times in a week
Power Users	Diligently tracks all meals and macronutrients along with sleep/steps/water intake daily; consults pro coaches for expert guidance to achieve targeted health goals.	Daily

Campaign 1 : Meal Mania Challenge

Campaign	Meal Mania Challenge
Goal	Encouraging users to track meals more frequently ( Causal -> Core)
Focused ICPs	All ICPs
User Behaviour	Used healthifyme based on WOM to maintain healthy weight goals. Used the app occasionally to track meals and see insights Compared the added food items calories online for validation Mostly use app for a week or two and forget about tracking as it is a bit tedious process ( feel they might not enter right quantity) They have checked the customer testimonial page and gets motivated but lose the energy after few days of tracking.
Pitch/Content	Did you know that people who track their meals are twice as likely to reach their health goals! Join our 14-day Meal Mania Challenge, track every bite, and see how small actions can create big results.
Offer	Give top performers a free 1-week personalized meal and nutrition plan with a HealthifyMe nutritionist.
Channel	Push notification, WhatsApp, In-app notification
Frequency & Timings	Push notifications, Daily reminders at meal times. After tracking the meal ( in-app notification / banner ) WhatsApp , twice a week
Success Metrics to track	Daily active users, number of challenge completions, conversion rate to premium post-challenge.
Ramp up milestones	5 day , 7 day , 14 day challenge
Proposed Flow	User saw the campaign -> Enrol in the campaign -> Track 4 meals a day -> Automatically sees progress tracker for updated challenge days -> Daily tracking -> so on

Campaign 2 : #MyHealthySelfie Campaign

Campaign	#MyHealthySelfie Campaign
Goal	Engage Millennials and Social Media-Savvy Users to Increase brand visibility and social engagement ( Causal -> Core)
Focused ICPs	All ICPs
User Behaviour	Used healthifyme before to track meals but have lost the motivation They seek validation for their effort and would be more engaged if their effort would result in increasing their social media presence. They want to complete their weight goals and look at testimonials for motivation and before - after pictures uploaded by other users.
Pitch/Content	Share your #MyHealthySelfie to inspire others and show off your journey! Whether you’re at the gym, cooking a healthy meal, or enjoying the outdoors, snap a photo and share it for a chance to win prizes
Offer	Weekly winners receive HealthifyMe merchandise; monthly winners get a free 3-month premium subscription
Channel	In-app notification, Social Media (Instagram, Facebook, YouTube), Influencer Collaborations
Frequency & Timings	In- app banner at home page when user logs in to track next meal Bi-Monthly social media campaign with top fitness influencers showcasing the same on their social media.
Success Metrics to track	Number of user-generated posts, social media engagement (likes, shares, comments), app downloads from social campaigns, brand impressions.
Ramp up milestones	Share most liked/commented posts in community and pick winners and showcase their journey on the platform

Campaign 3 : Track & Trade: Swap Calories for Rewards

Campaign	Track & Trade : Swap calories with Rewards
Goal	Engage core users to earn “calorie coins” based on the meals they track, which can be “traded” for rewards in app. Coins add up based on healthy food choices and consistent tracking ( Core -> Power)
Focused ICPs	ICP 2 and ICP 3
User Behaviour	This is to further inculcate the habit of daily tracking in the core user segment by gamifying the experience. These users track their meals often but only for certain periods regularly - 2 to 3 months, occasional dieting, wedding prep etc These users also maintain a fairly simple diet and don't feel the need to track daily as they have some idea but this will motivate them to earn rewards and engage more with the platform
Pitch/Content	Eat, track, earn. With every healthy choice, you’re a step closer to your next reward!
Offer	Users can “trade” coins for in-app rewards like exclusive recipes, nutritionist Q&As, or workout plans, discounted memberships.
Channel	Email, App banners, Push notifications, WhatsApp
Frequency & Timings	In-app banners that remind users of coin balance and available rewards. Weekly engagement emails summarizing their progress, coins earned, and available rewards. Real-time reminders to log meals and alerts for new rewards available for redemption.
Success Metrics to track	Reward Conversion Rate, Daily Active Users (DAU), Meal Tracking Frequency, Coins Redeemed
Ramp up milestones	Fun badges for reaching calorie coin milestones, like “Meal Tracker Pro” or “Foodie Collector for every 1000 calories logged in.

Campaign 4 : Fit With Friends

Campaign	Fit With Friends
Goal	Engage core users for more app engagement through social interactions and friendly competition ( Core -> Power)
Focused ICPs	All ICPs
User Behaviour	User have used app before for consistent tracking for a specific time during festivals/ occasions. He/ She partners up with another friend for the health goals set by them They go do workout together but one of the friend is diligent enough to track all meals while other one forgets sometime. This campaign can motivate both to track the fitness goals together.
Pitch/Content	Whats the fun if you do it alone 😜 Get fit together! Invite a friend to join HealthifyMe and compete in daily steps, food tracking to win big !
Offer	Get 50% off a premium plan for both the user and their friend after completing the first month of goals together
Channel	WhatsApp, Push notifications, In-app notification, Social Media (Instagram, Facebook, YouTube)
Frequency & Timings	Monthly campaigns (begins the 1st of every month), with weekly updates to keep momentum.
Success Metrics to track	New user sign-ups through referral, engagement levels (steps/hydration logged), retention of users brought in via referral.
Ramp up milestones	Rewards for 7day, 15 day tracking together

Campaign 5: “#Plate It Like a Pro” Photo Contest

Campaign	"#Plate it Like a Pro" Photo Challenge
Goal	Make meal tracking visual and fun by encouraging users to style their meals like a chef! Users can snap a picture of their plated meals before tracking and share them with the app community.
Focused ICPs	All ICPs
User Behaviour	Users have used healthifyme before and have tracked the meals through Photo Snap feature of the app. Through this campaign we are inculcating the habit of sustainable tracking eventually through SNAP. They want to complete their weight goals and look at testimonials for motivation and before - after pictures uploaded by other users.
Pitch/Content	Think you’ve got plating skills? Prove it! Snap your meals, track them, and join the 'Plate it Like a Pro' challenge!
Offer	The “best 3 plated meal” wins a new feature in the app feed, a badge, or a gift card for healthy food products.
Channel	In-app notification, Social Media (Instagram, Facebook, YouTube), Influencer Collaborations
Frequency & Timings	Create Instagram, Facebook, and Twitter campaigns with hashtags like #PlateItLikeAPro, #HealthyPlates, or #MealMasterpieces. Share top submissions from the community to inspire others. Collaborate with food influencers or chefs to style meals and encourage their followers to join the challenge.
Success Metrics to track	Photo Submissions, Meal Tracking Frequency, Hashtag Performance, , increase time spent on the app
Ramp up milestones	Weekly themes like “Green Plate Tuesday” “Color Splash Friday,” or “Minimalist Monday.

Which ICP's drive best retention?

The Power( ICP 2) and Core ( ICP 3) users drive the best retention for Healthifyme.

Power Users ( ICP2): These users consistently track their meals on a daily basis over an extended period. They have subscribed to the Pro membership to access personalized coaching from a trainer and dietitian. Core users are committed to their health journey, regularly using features like workout tracking, water intake monitoring, and sleep tracking. They actively engage with the app, maintaining a strong tracking habit, and have been in the top 5% of users.

Core Users (ICP 3): They have been using the app for a long time . They have used it consistently based on their health goals like weight loss, some occasion, or some plans. They track calories 3-5 days/ week. The average time spent on the app is 5-10min/day. They have tried using other features liek step count by integrating it with google-fit.

Which Channel drives best retention?

Push Notifications - Timely reminders about meal tracking, workouts, hydration, and progress updates encourage users to stay on track with their health goals. Personalizing push notifications based on user behaviour (e.g., reminders for unlogged meals, missed workouts, or hydration) can drive higher engagement and retention.

In-App Notification & Messaging - HealthifyMe uses more in-app messages to offer tips, encourage progress, or notify users about new features or challenges. These messages are often more personalized than push notifications like last tracked meal, water intake , weight goals tracking etc and can appear when users are actively engaged within the app.

Social Media Campaigns - Social media engagement helps build a sense of community and can create a social proof loop where users feel motivated by seeing others’ progress. The user testimonials of before and after and how healthifyme helped them in tracking and how consistent efforts bring change will drive user to get proper information on their goals. Social media is also great in building trust by collaborating with fitness influencers and celebrities . This makes the app feel more like a social platform, not just a tool, increasing long-term retention.

What sub features or sub-products drive the best retention?

Personalized Coaching ( Healthify Pro) - Access to certified coaches and dietician for weight goals increase user engagement. Coaches check in with the consumer on regular basis and offers advice on meal planning, workout routines, and progress tracking. The added layer of human support fosters a sense of accountability and increases long-term user retention.

AI-powered Insights( Ria) - Free as well as premium users have access to insights feature on the app where you can check all macronutrients consumed in a day and align them with your health goals. It also leverages AI to analyze user data (e.g., food intake, exercise, sleep patterns) and provide personalized insights. It also visualizes changes in weight, BMI, calories burned, and other metrics.

Community Support ( Testimonials) - Testimonials from thousands of success stories is a great source of motivation and all new users coming to platform from any acquisition channel always read up on that . It drives the retention as they gives social proof of success and a benchmark for progress which can take months. One such testimonial is attached below.

Top reasons for churn in Healthifyme

Reasons	Type	Explanation
Dissatisfaction with Results	Voluntary	Some users expect quick weight loss or fitness improvements. If they don't see results early they will churn.
Inconsistent Personalization	Voluntary	If diet or workout plans are not properly aligned with goals but are rather generic, this may lead to frustration and eventually churn.
Too many push notification	Voluntary	Some users have complained about too many push notification for tracking each meal, making user lose interest in the process
Continuous free consultation offer for upselling the pack	Voluntary	This is also very common reason for churn as app continuously tried to get new user for free consultation and finally upselling the pro coach feature.
Poor UI/UX	Voluntary	Although Healthifyme has sufficient repository of food items, but poor UX where you can't duplicate or adjust items, lack of personalized dashboard etc lead to a poor UI/UX
High cost for Pro	Voluntary	The cost of Pro membership is 3500/month, this is very high for Tier 2 Tier 3 cities and would create a barrier in conversion for these users
Goal achieved	Involuntary	Mostly users come to app with a goal of weight loss. If they have achieved the milestones & done significant changes in lifestyle , they would loose motivation to track further.
Familiar with the caloric value	Involuntary	When a user uses the app for a long period of time , he gets an idea on calories consumed. The process would feel repetitive if he consumes almost the same food everyday.
Forget to track some meals	Voluntary	Sometimes people forget to track meals and overall macro information gets disturbed. Remembering and tracking all 4 meals during a busy schedule could be difficult and user may stop using the app
Lacks integration with watch	Voluntary	Product integration with watch is not there. Smart watch tracks the workout automatically thus adjusting daily intake calories. In app, user have to manually enter the workout done making it a cumbersome process
Bad Support Experience	Voluntary	If users experience frequent app crashes, bugs, or technical failures (such as syncing issues or incorrect data tracking), it may create frustration, leading to users to churn.
Personal life changes	Involuntary	Users may experience injuries or health problems that prevent them from using the app’s fitness tracking features. In these cases, they may stop using the app until they recover or reassess their health goals.

Negative actions to look for:

Drop in Engagement or Usage Frequency : Declining app usage over time—such as fewer log-ins, lower frequency of meal tracking, or a lack of interaction with coaching—signals disengagement.
Low Net Promoter Score (NPS) : A low NPS score (typically below 6) can indicate that users are unhappy with the service and unlikely to recommend the app to others. This is a strong predictor of churn, as users who rate the app poorly (detractors) are more likely to stop using it.
Low Customer Satisfaction Score (CSAT) : If users consistently rate their interactions with customer support poorly (CSAT score < 3 out of 5), it indicates dissatisfaction and would lead to churn.
Unsubscribing or Cancelling Premium Subscription : If users dont renew or cancel the existing PRO package or dont renew smart analytics pack , it would indicate less interest in continued usage.
Removal of weight history and personal goals : This indicates user is showing low commitment toward us and is highly likely moving to other platform for fulfilling the need.
Negative review on social platforms - If user has escalated the review to social platforms that indicates he is not satisfied with customer support and we fail to resolve his grievance. This also lead to bad WOM.

For the voluntary churn reasons, we will design the resurrection campaign.

Campaign	Campaign 1	Campaign 2	Campaign 3	Campaign 4	Campaign 5
Goal	Increase daily tracking for users who have lost motivation	Increase app engagement and reduce churn among price sensitive audience	Increase app engagement among users who are not satisfied with the results	Increase daily tracking habit for core users who have achieved their goal	Reduce churn among new users and drive early engagement
User Segment	Users who have not tracked any meals in last 1 month	Users who have consulted about pro/elite package but didn't buy due to high price	Users who have unrealistic expectation and want to achieve goals in short time	Users who have achieved their weight goals and now dont feel the need to track	Users who have signed up, added weight details but havnt tracked the meals yet
Pitch	It’s never too late to restart! Get back on track with personalized meal tracking and see the difference.	Your health journey shouldn’t break the bank! Unlock Pro benefits at a special rate. Offer limited till 11:59 PM	Progress not perfection ! Big results start with small steps! Focus on sustainable progress and make every day count.	Stay on Track, Stay at Your Best! Track daily and maintain your healthy habits.	Start strong! Every meal you track brings you closer to your goals. Let’s take the first step together!
Channel	Push notifications, SMS reminders, Email, and In-app pop-ups.	In-app pop-ups highlighting limited-time discounts or trial options, WhatsApp	Personalized Email, WhatsApp with motivational message	Push notifications, Personalized Emails, In-app reminders	Welcome email sequence, SMS reminders, Whatsapp, in-app notification
Offer	Free 3-day access to PRO for personalized nutrition tips	40% on membership, 7 day free trial period	Free access to goal-setting sessions with a nutritionist/coach	Reward points for consistent tracking that can be redeemed for discounts, membership, merchandise	"First 3 Days Challenge" - Track your meals for the first 3 days to unlock a free personalized diet plan.
Frequency	Reminder in 3-5 days if user is not activated again	Initiate the campaign with follow up in 7 days	Initiate the campaign with follow up reminder to track after 4 days	At the start of each week after completion of the weight goal.	Daily reminders for first 7 days after they sign-up
Timing	Optimal meal times (morning for breakfast, noon for lunch, etc ) to increase likelihood of tracking.	Evening or weekend when user has more time to explore the app	Early mornings to inspire users at the start of the day.	Morning or post-meal times, when users are likely to track or consider their daily goals.	Right after breakfast, lunch, and dinner times to encourage meal tracking when it’s top of mind.
Success Metrics	Increase in daily meal tracking, usage of free access plan for 3 days	Increase in Pro/Elite members, Increase in DAU, conversion rate	High DAU, Better CSAT and NPS, Reduction in negative feedback online	High DAU among the users who have achieved their goals, testimonials	% of new users starting meal tracking, reduction in churn rate in first week
Explanation of why the campaign is designed and why it will work if stated	This campaign is designed for users who have used the app for 2-3 months but have lost the motivation to track further meals due to busy schedule. Nudging them of premium access will increase their engagement with the platform and they can get back into habit of tracking .	This campaign is designed for users who wants to explore the option of personalized diet and coach for enhanced progress but is hesitant because of high price point. Giving high discounts or 7 day free trial period would nudge the user to buy the membership.	This campaign is designed for users who expect the result of weight loss super fast. This would help educate about the right timeline and goal setting with the coach so they remain motivated to engage with the app and work on their health goals	This campaign is for our loyal users who have used the app consistently for 6-12 months and have achieved health goals. Now through this campaign we are motivating them for sustainable weight management and healthy habits.	This campaign is especially designed for new users who sign up but need a bit of hand holding in start to track their first few meals. Giving an option to personalized diet plan would nudge them for consistent tracking and habit building