HealthspanMD

The brief was leads for a considered purchase, from paid ads, without a conventional form in the way. The answer is a conversation the doctor leads, built for the phone the ad was seen on, that ends with a longevity report the person keeps. That report is what made the follow-up call welcome.

The visionTurn the form into a conversation, and the answer into a reason to call.

Dr Hurst’s face and name sit above every question, and the question arrives in his speech bubble rather than as a label on a field. The answers are cards with one line each, sized for a thumb, and a thin progress bar under the logo is the only other thing on the screen. The details are asked once, by the doctor, and then nothing on it looks like a form.

HealthspanMD was among the first healthcare organisations to put the OpenAI API to work when it opened, and the report is where we put it. The answers go in and come back as a score on a gauge, then findings in plain language: what the person is doing well, and where the opportunity is. Under them sits a chart of months: the ones lived, the ones left, and the ones that could be gained. It is the reason the quiz is worth finishing, and the reason a call from the clinic afterwards is welcome rather than cold.

The doctor’s bubble and the reply, the answer cards and the inputs, and the tokens they share. The results are drawn from the same parts: the score, the findings and the months chart. One library, so the quiz and the report read as one thing.

The campaign was paid ads for a considered purchase. Each one sent the person straight into the conversation, on the phone they saw it on, with the doctor’s welcome in place of a form. Every finished quiz left the business development team a name and a report the person had already read. The call that followed picked up a conversation rather than starting one.