AXO for healthcare.

Post-click + inbound personalization

Every visitor lands on a page tuned to how they arrived and what they're doing in the first few seconds.

A patient inquiry from paid search sees insurance-friendly proof + an appointment CTA; a returning patient sees their service line and a portal link.

Why it matters: Inquiry-to-appointment is the conversion that matters. Reduce friction without storing PHI.

• Anonymous behavioral signals · Data collection
  Click depth, scroll velocity + depth, dwell, hover, pause, tab-switch, cadence — collected without requiring identity.
• UTM + referrer + device context · Data collection
  Every event carries the channel, referrer, viewport, and device class for downstream targeting.
• PHI-safe collection mode · Privacy + compliance
  Health vertical default: form values never reach AXO; behavioral signals stripped of any field-name leakage.
• 9 variant types · Site personalization
  copy_swap, hero_swap, overlay, lightbox, banner, badge, product_reco, lead_form, move_object, plus donation_form for fundraising.
• Flicker-safe rendering · Site personalization
  Per-zone pre-hide preserves LCP — no body-blank flash, no fight with the CDN.

Behavioral audience discovery

Anonymous clickstream surfaces real shopper cohorts without a CDP team or an audience-builder UI.

Symptom Researcher, Insurance Checker, Returning Patient — surfaced from behavior alone, without form values ever reaching AXO.

Why it matters: PHI-safe by construction: the segment exists from session shape, not from form contents.

• Per-vertical default segment packs · Audience segmentation
  6+ segments seeded per industry — Deliberator / Comparison Shopper / Gifter for retail; Donor Ready / Lapsed for fundraising; etc.
• PHI-safe collection mode · Privacy + compliance
  Health vertical default: form values never reach AXO; behavioral signals stripped of any field-name leakage.
• Hidden-persona ML clustering · Audience segmentation
  Surfaces audience cohorts the operator didn't pre-define, with stability + lift validation.

Journey + message orchestration

Cart-abandonment, browse-abandonment, win-back, lifecycle messages — fire through the ESP / SMS / ad-platform you already use.

Appointment-request form started but not submitted → 4-hour-delay Postmark email pointing back to the form, with insurance-FAQ snippet — never carries PHI in the payload.

Why it matters: Patient acquisition is high-stakes and tightly regulated. Triggers that respect PHI by default are not optional.

• Trigger engine · Journey + message orchestration
  Composable eligibility (segment + UTM + behavior, all_of / any_of) → render an action or fire to a destination.
• Abandonment templates pre-baked · Journey + message orchestration
  Cart, browse, form, donation, demo-request templates ready to clone per destination.
• PHI-safe collection mode · Privacy + compliance
  Health vertical default: form values never reach AXO; behavioral signals stripped of any field-name leakage.
• Email/SMS destinations · Email + SMS destinations
  Klaviyo, Braze, Customer.io, Resend, SendGrid, Postmark, Mailchimp, Twilio (SMS), Intercom, SFMC, Emarsys.

Ad-platform retargeting + CAPI measurement

Server-side conversion events for iOS-14-safe attribution. Build retargeting lists from behavior. Suppress converters from spend.

Patient-inquiry conversion fires to TikTok + Meta via CAPI — server-side, no on-page pixel that could capture form values. Audiences built from behavior, not from any data that would trigger HIPAA scope.

Why it matters: Health advertisers have spent a year being de-platformed for on-page pixel exposure. Server-side CAPI is the safer path.

• Ad-platform server-side CAPI · Ad platforms
  Meta, Google Ads, GA4 MP, TikTok, Pinterest, Reddit, LinkedIn — server-side conversion API for iOS-14-safe attribution.
• PHI-safe collection mode · Privacy + compliance
  Health vertical default: form values never reach AXO; behavioral signals stripped of any field-name leakage.
• Behavior → ad-platform audience export · Ad platforms
  Push behaviorally-built segments to Meta Custom Audiences, Google Customer Match, LinkedIn audiences.

Holdout-proven incremental lift

A 10% control group runs against every change, always on. Causal attribution, not correlation.

Appointment-request CTA variant tested against holdout reads "+8.1% submission rate on the Insurance Checker cohort, p<0.05." Reports your compliance team can review.

Why it matters: Health marketing is regulated. Provable attribution + auditable history is table stakes.

• 10% always-on holdout · Measurement
  Live control group on every change. Real incremental lift, not asserted lift.
• Lift attribution per variant + per segment · Measurement
  Causal attribution scoped to the specific variant + the specific cohort it served — not site-wide proxies.
• AI Scorecard · Measurement
  Plain-language "is the AI working?" verdict for a non-technical reader. Holdout vs. personalized side-by-side.
• AI provenance audit trail · AI + agentic
  Every AI generation logs the prompt, brand voice, active brief, model, and DAM provenance. Compliance-grade.

Agentic creative + ops

Drive AXO from natural language — in-app via the AXO Assistant or externally via Claude / Cursor / ChatGPT / VS Code through MCP.

"Configure the appointment-request form variant for our Spanish-language patients — PHI-safe field set, insurance check before submit." Agent runs the configuration, surfaces it for clinical-marketing approval.

Why it matters: Health marketing needs both speed AND audit trail. Agentic ops with provenance gives both.

• AXO Assistant (in-app) · AI + agentic
  Chat-based agent that drives AXO from natural language. Reads your data, takes actions, asks for confirmation on writes.
• MCP server · AI + agentic
  Connect Claude, Cursor, ChatGPT, VS Code, or any MCP-compatible tool. Same toolset as the in-app assistant.
• AI-drafted variant copy · AI + agentic
  Brand-voice guardrails + active-campaign context baked in. Drafts go through human review before publishing.
• AI provenance audit trail · AI + agentic
  Every AI generation logs the prompt, brand voice, active brief, model, and DAM provenance. Compliance-grade.
• PHI-safe collection mode · Privacy + compliance
  Health vertical default: form values never reach AXO; behavioral signals stripped of any field-name leakage.

First-party data activation

Profile + event data flows to the CDP, warehouse and CRM you already run — Segment, Snowflake, BigQuery, Salesforce, HubSpot. AXO feeds your stack, doesn't replace it.

PHI-safe profile + event data streams to your warehouse for downstream reporting; CRM updates push to Salesforce Health Cloud; no protected fields ever cross the AXO boundary.

Why it matters: Health data infra is regulated. Flowing AXO's aggregate signal in without bringing PHI back out is the right posture.

• CDP destinations · Data infrastructure
  Segment, RudderStack, mParticle, Adobe AEP — works alongside existing CDPs without replacing them.
• CRM destinations · CRM + commerce
  Salesforce, HubSpot, Intercom — push profile updates + activity, read CRM attributes back.
• Warehouse destinations · Data infrastructure
  Snowflake, BigQuery, Amazon S3 — stream profile + event copies to your data plane.
• PHI-safe collection mode · Privacy + compliance
  Health vertical default: form values never reach AXO; behavioral signals stripped of any field-name leakage.