How Shall We Start? Initial Communication Media and Subsequent Patient Engagement on a Mobile Mental Healthcare Platform

Sustaining user engagement is a major challenge for digital platforms, particularly in telehealth. Patients’ initial interactions with physicians may influence their subsequent engagement. Yet, little is understood on the role of different communication media of the first service. This study examines the use of rich-media channels in the first service and its effect on patient subsequent engagement. Using data from a leading mobile mental healthcare platform in China, we find that using rich-media channels in the first service leads patients to higher engagement, measured by retention, service frequency, and payment in the following month. The results are consistent and compelling across multiple identification strategies, including matching and instrumental variable analysis. Notably, this effect is driven by patients with mild mental conditions. Comparing personalization strategies for the media-based re-engagement intervention, we find that targeting patients with a high predicted score of retention lift works the best.