Indonesian healthcare superapp Alodokter provides end-to-end digital solutions to patients including telemedicine, doctor bookings, medical content, and health-insurance services. It has more than 28 million monthly active users, and more than 40,000 certified doctors on the platform. Perhaps unsurprisingly, Alodokter found that engagement was high when users were unwell, but that it was difficult to keep people active on the app otherwise. It also found that it had a retention problem, with a lot of uninstalls happening almost immediately after installation. Alodokter's marketing goals were three-fold: increase app engagement to reduce churn and boost retention, increase active users across the app, and improve conversion and clickthrough rates (CVRs and CTRs) of push campaigns to uplift engagement.