PLG Applied in Practice
The Health Calculator was the initial project in a product-led growth strategy for Alice health insurance. There was a need to highlight Alice’s differentiation from the traditional market and introduce users to these new features, focused on technology and personalized care.
To achieve this, we chose to adapt the Magenta Score—a health assessment tool available exclusively to members in the app—into a simplified version that would allow users to understand its practical application in their daily lives.
Research.
According to benchmarks, companies that experienced significant growth used product-led growth strategies, such as creating free tools for lead generation or increasing brand awareness.
Based on this information, our hypothesis was that by creating an adapted version of the Magenta Score for non-members, we could offer an opportunity for engagement and lead generation.
An example of this approach is QuintoAndar’s Rent Calculator, where property owners input information about their properties to determine rental prices, resulting in a substantial number of leads.
Internal Validation.
To develop the Magenta Score, we summarized the health assessment questionnaires into six key health pillars: quality of life (Euroqol), physical activity, mental health, diet, sleep, and habits. Since the original questionnaire was extensive, we simplified the content into five pillars while maintaining the same calculation logic. This allows users to easily understand which health pillar requires more attention and what actions can help improve their results.
To validate the project, we involved the Health team responsible for the original Magenta Score and the Legal team to ensure compliance with LGPD and address potential issues related to content simplification.
Ideation.
When designing the visuals and content, we focused on three key points:
Benchmarks of similar tools
Consistency with the original product
Use of SEO-friendly terms to attract non-branded traffic
The design process was smooth, thanks to team collaboration, trust, and continuous improvement efforts.
Participation and Responsibilities.
I joined the project after the research phase, once the hypotheses were defined and the question structure was established. My contributions included adapting the content based on internal feedback and designing the questionnaire’s visuals and results.
After the core content was approved, our UX Writer refined the text. Post-launch, we made specific adaptations to optimize performance in campaigns, conducted A/B testing, and added extra information to the results.
+514
new followers
2.2k
leads
14
new members
54k
unique views
7117
Bio clicks
R$ 15
CAC gen
During campaign periods, the page was well-received by individual users. The term “Health Calculator” became the most frequent non-branded organic search term associated with Alice.
Even after shifting focus to the B2B segment, the Health Calculator continues to attract visits and leads and serves as a practical tool to showcase Alice’s product value at in-person events.
Evolution.
Following the positive results from the Health Calculator launch, an SEO analysis identified new opportunities using the term “Contraceptives.”
I conducted interviews with medical specialists and nurses and reviewed internal and external protocols to create a dynamic questionnaire that considered the user’s life stage, medical history, and contraceptive preferences.
Our hypothesis was that, in addition to generating non-branded traffic, the questionnaire would help Alice members become more informed before consultations, leading to more confident decision-making. However, due to a shift in audience focus, this project was deprioritized.
Team Members
PMs Julia Meira and Gabriela Falcón, SEO Beatriz Fontes and UX Writer Luana Montemor
Access the Health Calculator at: