How Trava Health runs HIPAA-compliant marketing 

Trava Health treats lifecycle marketing as part of the treatment itself, and its team is using Customer.io to keep two telehealth brands, HIPAA compliance, and a growing patient base running from a single platform.

In this article

• Why Trava Health migrated to Customer.io
• Putting event-based data to work
• Visibility the team never had before
• Putting the AI Agent in Customer.io to work
• What's next: a retention program built on timing

Lulu Ughanze, Patient Experience and Lifecycle Marketing Lead at Trava Health, oversees patient experience and lifecycle marketing at Trava Health, where the product means a lifestyle and cellular-level change for patients. That kind of change plays out over months of an ongoing treatment plan, so every message Lulu's team sends has to support that longer arc and keep patients engaged well past their first conversion.

Trava runs two brands, Trava and 10 Rx, both on Customer.io. Both need the same things: accurate data, compliant messaging, and a lifecycle program that can flex as the patient base grows.

Before Customer.io, Trava split its messaging across a previous email platform and a native communications tool built by Bask Health, the company's fulfillment vendor. That previous platform worked, to a point, but it gave the team no visibility into deliverability or conversions. Campaigns went out, and what happened after was mostly a guess.

The switch to Customer.io came down to a short list of requirements:

1. SMS and email in one platform
2. A visual workflow builder the team could use in internal presentations
3. Strong reporting
4. HIPAA compliance, including HIPAA-compliant SMS.

Room to grow into new use cases mattered too. Bask Health is directly integrated with Customer.io, too, which made the migration more straightforward than starting from scratch.

With only two API touch points and limited ability to modify JavaScript on the storefront side, Trava relies on Customer.io's event-based data model to carry the weight. Data flows in via webhooks from Bask Health, with Cloudflare handling the integration and sync layer in between, and every one of those events becomes something the team can build on: a segment, a trigger, a workflow.

That setup gives Trava a place to catch data issues before they reach patients or vendors. Instead of troubleshooting broken records after the fact, the team uses Customer.io to debug data problems and send clean data downstream to support and to Bask Health.

The biggest shift, according to Lulu, is visibility. Trava went from having no window into deliverability or conversions to being able to see both clearly, and that visibility has already changed how campaigns get built.

An abandoned cart test pairing a 10% off coupon against a control produced roughly a 10% lift in conversions. A payment failure email, once handled manually by the customer success team one case at a time, is now automated and sent in bulk. That single automation now sees a 16% click-through rate, with conversion tracking not far behind.

Trava started using Customer.io's AI Agent shortly after its April 2026 release, and the team has already found use cases beyond campaign building. Given image and copy inputs, the Agent built roughly five email communications for 10 Rx. In one case, it generated a countdown timer in about 15 minutes, a task that would have otherwise taken close to two hours.

Lulu has also used the Agent to navigate Customer.io's documentation without bouncing between browser tabs, asking questions directly instead of searching and reading through separate pages.

Trava is launching a prescription refill and renewal workflow soon, personalized by the product a patient purchased and timed around delivery date and original order start date rather than a fixed schedule.

The workflow reflects how the team thinks about its three core lifecycle metrics: activation, acquisition, and retention, with activation treated as a leading indicator for how well a patient will retain over time.

Looking ahead, Lulu has a short list of asks for Customer.io: dynamic revenue pulled from a patient attribute rather than entered manually in reporting, a more streamlined path to Apple Business registration for SMS sender IDs, and marketing landing pages built natively in Customer.io. Dynamic revenue reporting is the priority of the group.

What keeps Trava loving Customer.io, in Lulu's words, is the flexibility to stretch it into new use cases without adding complexity, and the peace of mind that comes with knowing HIPAA compliance is built in rather than bolted on.

Reach every patient without adding complexity

• SMS and email in one platform
• HIPAA-compliant messaging
• A visual workflow builder built for cross-team visibility