How Impremis Marketing rebuilt &you's patient engagement on Customer.io 

&you is a Philippines-based telehealth brand offering clinically supervised GLP-1 weight loss treatments, hair regrowth therapies, and ED products bringing prescription care to patients entirely through digital channels. Within their first month on Customer.io, they had over 120,000 contacts in their database, the majority female, with a patient population skewing toward hormonally complex profiles including PCOS and metabolic conditions.

In a category like this, generic broadcast marketing doesn't just underperform, it's the wrong clinical approach. &you needed every person in their database addressed based on who they are, where they are in their health journey, and what they have or haven't yet done. That's where Impremis Marketing came in.

Jordan Glickman, founder of Impremis Marketing and Chief Growth Officer at &you, led the Customer.io implementation. Here's the architecture they built, and what it produced.

In this article:

• The challenge: a high-intent database treated as a single list
• Two-track segmentation: one database, two completely different conversations
• Taking Customer.io segments into paid media
• Full-funnel lifecycle coverage
• What DTC health brands can take from this

When &you migrated to Customer.io, they had a pool of high-intent prospects who had self-identified through a detailed health assessment, but had never been segmented meaningfully beyond that first action.

The health quiz captured rich attributes: prior GLP-1 use, weight loss goals, conditions like PCOS, cholesterol, Type 2 diabetes, and hypertension, and overall lifestyle profile. That data was sitting largely unused. Everyone who completed the quiz without purchasing was getting the same message, which meant two fundamentally different people were receiving the same email:

• Someone who has never tried medical weight loss and is weighing the decision for the first time
• Someone already on a GLP-1 from another provider, evaluating whether to switch to &you

These two audiences require entirely different narrative frameworks, different proof points, and different calls to action. Without the ability to export precise audience definitions into advertising platforms, the ad spend had no way to reflect what the team already knew about its own database.

Impremis Marketing's pre-purchase weight loss database had a fundamental problem: two audiences with nothing in common sitting inside the same list. One group had never tried a GLP-1 medication and needed clinical education before they'd ever consider purchasing. The other was already on a GLP-1, getting their treatment from a competitor and just needed a reason to switch. Generic messaging to both would have killed conversion.

Customer.io made it possible to split these audiences cleanly and run them on entirely separate campaign variants—distinct broadcast calendars, different content, different tones, different proof points, different CTAs—while still managing the audiences in the same place, with the same core brand messaging. Within the new-to-GLP-1 track, Customer.io's segmentation went a level deeper: women who flagged PCOS as a condition were automatically routed into a sub-segment receiving messaging tied to the clinical relationship between GLP-1 treatment and hormonal metabolic health. That sub-segment outperformed the general message significantly—because Customer.io let &you have a personalized clinical conversation with a high-value group.

For current GLP-1 users, the track ran a completely separate playbook: positioning &you against the incumbent experience on safety, continuity of care, and local fulfillment. Two audiences, two strategies, one platform handling the routing, content delivery, and cross-channel execution across all of it.

The real multiplier came when Impremis Marketing began exporting Customer.io segments directly into Meta and Google as ad audiences. Rather than relying on platform-level interest targeting, &you could push segments defined by actual behavioral and health profile data directly into paid media—creating three distinct layers of activation.

Precision targeting and suppression. Contacts at specific lifecycle stages can be targeted or excluded from ad campaigns with precision. Someone who just completed a purchase doesn't need to see an acquisition ad. Someone who has shown high intent but hasn't yet converted is the highest-value retargeting candidate in the database—and that definition comes from Customer.io, not a platform pixel.

Condition-specific creative matching. Because Customer.io segments are HIPAA compliant and encode health profile data from the assessment, &you can serve ads designed around PCOS, metabolic syndrome, or general weight loss goals to audiences where those conditions are confirmed, not inferred. This is targeting built on first-party declared data, which no platform-level interest audience can replicate.

Lookalike expansion from high-quality seeds. The most valuable patients—defined by total spend and repeat purchase behavior—are exported as seed audiences for lookalike expansion on both Meta and Google. These seeds go far beyond standard buyer lists because the underlying segment definition reflects both behavioral and profile characteristics, producing new patient acquisition that structurally resembles &you's best existing patients.

Beyond the new versus current user split, the Customer.io architecture Impremis Marketing built covers every meaningful stage in the &you purchase and retention journey.

Pre-purchase nurture sequences reach health assessment completers who haven't yet converted, branching by new versus current user status with entirely different message tracks. Cart and checkout recovery campaigns target people who initiated a purchase but didn't complete it. Post-purchase onboarding begins the moment an order is confirmed, keeping patients engaged through their first treatment cycle. Replenishment and winback campaigns identify lapsed patients based on time since last fulfillment—producing the $40K revenue result within 48 hours of activation. And engagement-based suppression systematically excludes low-engagement contacts from active sends to protect deliverability and concentrate messaging on the highest-probability responders.

Jordan continues: "When the same segment definition powers your email, your retargeting, and your lookalike expansion, you stop guessing and start compounding."founder of Impremis Marketing

The &you implementation shows what becomes possible when first-party health data flows into a real segmentation architecture. A few principles that apply broadly:

The health assessment is your most valuable data asset—if you use it. First-party declared data from a health quiz is only valuable if it flows into a platform like Customer.io where it can drive actual audience definitions. Without that, it sits idle while your marketing treats everyone the same.

Email and paid media should share the same audience definitions. When your email segments are also your paid media custom audiences, the patient experience becomes coherent across every touchpoint. The ad someone sees on Meta should reflect where they are in their journey.

Lifecycle suppression protects margin as much as it protects deliverability. Systematically excluding recent purchasers from acquisition campaigns and concentrating budget on high-intent non-buyers makes paid media spend dramatically more efficient—and Customer.io makes that suppression logic automatic and always current.