 Welcome to today's session of the AWS startup showcase, featuring Cordial. I'm your host, Lisa Martin. I've got two guests with me here today. Christy Parrish is here. She's the Director of Client Success at Cordial. And Haley Pettit is here as well. She's the CRM Manager at Nurex. Ladies, welcome to today's session. Thank you. We're happy to be here. Excited about this conversation, you're going to be talking about personalizing at scale. And we're going to look, learn how Nurex is reinventing the digital patient experience. Such a relevant topic. Let's go ahead and get started so the audience understands about each of your companies. Christy, we'll start with you. Give us an overview of Cordial and how you help customers. Absolutely. So Cordial is a cross channel messaging and data platform. So our clients can collect all of their unstructured customer and business data from wherever it lives in their tech stack and really use that data to build audience segments, discover trends and insights and automate super hyper personalized customer experiences at enterprise scale. So as someone who essentially grew up in the legacy email space, I actually worked at a legacy ESP for about 13 years. I see Cordial as a radical shift from heavy cumbersome data processes and the need for lengthy delays and heavy lift to send messages. We're activating massive amounts of consumer and business data kind of up to the second, regardless of its underlying structure or format. And we're making that available across any outbound channel to deliver these highly personalized messaging. So I think it's important to also mention that Cordial is more than just a platform. All of that power, all of the AWS powered power is backed by some of the best innovators and support teams in the industry. So I'm especially proud of how we partner with our clients like Nurex to help them build and execute on their business goals. We're enabling some of the best brands out there we have Eddie Bauer, we have 1-800 contacts, Revolve Clothing. We're really bringing them agility and a solid marriage of art and science. Oh, I like that, a marriage of art and science, especially as we become more demanding as consumers, whether we're consuming something in a retail environment or we're patients, we want the information to be really, as you said, hyper personalized. So Haley, let's talk about Nurex. This is a very interesting brand. And I think it's very fitting that we're talking about this during women's history month as well. Give us an overview of what you guys do and why you're so radically novel. Yeah, so Nurex is a telehealth company and we are really focused on sensitive health needs. We're really a leader in the birth control space right now. So we prescribe and deliver online directly to our patients. So we offer not only birth control but STI home testing, PrEP, which is HIV preventative medication. We just launched acne treatment, migraine treatment. So really expanding within the healthcare space. I think what really sets Nurex apart is our one-to-one relationship with our providers, with our patients and really at our core, we really believe that healthcare should be accessible and affordable to everyone, no matter what their circumstances. So yeah, it's a very exciting space to be in and definitely being data-driven, it really impacts that patient care and helps us really care for our patients in a really innovative, exciting way. It's very innovative. Chrissy, let's talk a little bit about some of the other customers. We're going to dig into the Nurex story but talk to me about some of the other customers that Cordial helps in other industries, for example. You mentioned a few but let's kind of open that up. Yeah, Cordial really is helping a lot of customers really in the retail space. So retail is a large focus and e-com for us. What really kind of stands out to me about Cordial with retail and maybe even some of our publishing clients is our ability to sort of take that data agnostic approach. Data can come from anywhere, from anywhere in their tech stack and come into Cordial and then we're really focused on making it accessible to them and meaningful for their outbound communications. So any channel, any time, kind of if they wanna do direct mail, Facebook audiences, we really are able to bring in that data and look at their business goals, look at what they're trying to achieve inside of their vertical and then make that data powerful for them, not only for just talking to their customers and growing things like revenue per email or their lifetime value for their customers but really bringing it into their insights and one of the things that I think Nurex is doing really well is using that data, using those insights to kind of feed the next evolution of their messaging program. So that's a lot of what we're doing for our clients and having some really stellar successes across verticals. So the data explosion, we have to address that. It's something that we're also helping to create as consumers, as patients, et cetera. But we also have this demand, like I said earlier, we want information on any channel, it's great if a brand can come to the channel that we want, that's rare to get that. But creating a data-driven customer experience is a really challenging thing to accomplish. Chrissy, how does CoreGL help your customers in any industry actually do that in a timely fashion so that the messages are relevant and personalized? Yeah, so I think in this case and in many cases, the key to creating that great customer experience is really using that data with empathy, being able to not just go out and check a box, look for the next logical data point but really grabbing that data, making it into maybe thoughtful cohorts, thoughtful automated customer journeys and using that not just to blast out marketing messages but to potentially, and like in the case of Nurex, address pain points or gaps in the knowledge on the behalf of the consumer or even for retail, holds in the buying cycle, right? So are they gonna buy again soon? What is gonna happen next? So this will really kind of make or break the customer experience and in this case with Nurex, it's the patient experience with the brand. So we wanna be of the moment, we don't wanna send out something that's wrong last week's news or something like that or push them beyond where they're at in their cycle. So being able to have kind of that empathy with the data and looking at it from a holistic standpoint, I think is kind of the data magic that Cordell's able to bring. The empathy point is provocative. How do you look at data with empathy and deliver those customer experiences that really that customer actually feels the empathy coming from the vendor? Yeah, I love that point as well, especially in the healthcare space, it's all about patient care and understanding how each patient is different and their needs. And so utilizing the data, understanding where they are in their journey with healthcare is so important and Cordell really does allow us to do that. And we use that data to craft really empathetic messaging. So we know where they are in the flow, we know what pain points they may have or what questions they may have at that stage. And so addressing those head on is super important and it's like a key strategic goal, decision that we've made and everything that we do. Yeah, I also think there's a lot of stigma in the healthcare space. And so education is also a very key factor around these service lines. And yeah, it's really exciting to be able to have a voice in this space and really educate our patients and address those needs. And meet them where they are. I think again, as consumers, we're more and more demanding, we can get anything anywhere anytime and we want you to come where we are rather than us have to go to where you are. And certainly with healthcare, that's been a big challenge in the last year or so. But let's talk about some of the, Chrissy, I want to get your perspective on some of the challenges in the roadblocks. When businesses are trying to really form synergistic, empathetic customer relationships at scale, what are some of the roadblocks that you help customers move out of the way? Right, yeah. So every day at Cordell, the volume of data increases, right? So data is coming from all places and we're trying to be smart about using it. We're really working on helping marketers figure out ways to apply insights and meaningful communication strategies to get past this concept of data paralysis, right? It's making that data accessible, meaningful, and then giving marketers tools to distill that data into more actionable views so that they can take what they have, learn from it, and then again, iterate on it. So building out customer attributes, cohorts, different ways of slicing the data to make sure that it's as meaningful as possible for their program. And then we partner that with offline insights. So best practices, program strategy, trends, to make that, to push that distilled data even farther on behalf of their marketing programs. You mentioned data paralysis and that's certainly something that no business, especially in the last year as we've seen, demand for real time is no longer a nice to have, it's really table stakes. But that data paralysis can be a big challenge in terms of how to work around it. How do you pull actionable nuggets from the data to make decisions in the fast enough time that are still relevant for your audience? Haley, walk us through how you're doing that at Nurex. Yeah, at Nurex, we definitely stay focused on the patient and when you have that clarity, it's easier to navigate through the data and not getting caught up in that paralysis. I mean, I'm not saying we're perfect because I've definitely experienced that where there's just so much information that you have. And if you were to touch on each point, a lot of your automations would get really thin. So using the data smart and within the audience, but also your creative is really important. Another roadblock that we've had is, when you have increasing demand, when you're at scale, really automating some of the one-to-one interactions that you have is so important and digging down into what data is important to automate those interactions. And I think a great example for us is we launched a post-prescription flow. So our patients are notified when their prescription is on their way. And our providers told us, like clockwork, we get these questions once patients are notified. And so we validated that in the data. We put that data within Cordial and we were able to build out a really successful automation that proactively addressed those questions and we saw a direct decrease in those types of tickets to our providers asking those questions. So yeah, that was really great to see too. So taking a look at the data and seeing like the most common questions for certain types of prescriptions that providers are getting, which I imagine takes time from the provider being able to treat somebody else, condensing those down, automating those. And then you're freeing up the provider as well because you know the common questions that could ask. So in terms of the patient, then they sort of proactively get messages about questions that they might have. Yes, so more specifically, how to start their medication and then also some of the side effects that may be involved with that medication and what would be normal versus abnormal and what you should pay attention to. So just putting that in a very user friendly format within an email worked really well in addressing that question that our providers were taking a lot of time to answer. So Haley, so a prospective patient would go online, order what they want prescription-wise, gets to provider, they write the prescription and then is that sent to the patient's home? So there's no like physical interaction, it's all digital? Correct, yeah, it's all digital. We have our own pharmacy that fills the prescriptions and sends it right to your door. Yeah, excellent, on demand. So if we look at the last year, there's been so many challenges, too many to count, but I'm wondering how as the channels expand, we're all dependent on text and email and mobile. As the channels expand, Christy, how does the cordial data architecture allow customers like Nurex to be able to flex as data sources expand, as data volumes grow, as channels expand, how do you allow them to have an architecture that will allow them to grow and continue this scale? Yeah, it's really important to us that we be able to bring in all of this data and then like you said, a really critical point to Nurex and to a lot of our customers and our clients is, hey, we wanna send it out across any channel, right? So Nurex, Haley didn't mention that they're sending not only prescription information and follow up out via SMS or MMS marketing, they're also sending marketing messages too. So they're able to really leverage what we've built in terms of making that data accessible through all of these different channels, this channel agnostic at this point. So leveraging all of the bells and whistles of the platform and also then using their data smartly, that's really where the clients are seeing a huge lift with the cordial platform. They're able to visualize their data, see it, access it, even manipulate it, where in a legacy ESP, it's very limited in terms of manipulating data, aggregating it, looking at it from different angles and then being able to actually make it useful inside the platform for them. And Haley, question for you. We talked about that automated post prescription workflow a second ago. You also talked about this, each patient's journey being unique, wanting to deliver personalized, hyper-personalized actually is the word, Chrissy, that you used. How does cordial's platform allow you to respect the individual patient journey, customize it and also do automation at scale? Yeah, I think with cordial, it's an incredible platform. We're able to pull in data from multiple sources and then it's very user-friendly in the way that you can interact with that data and manipulate it and really get at the cohorts that you are trying to reach. I think it's really a special platform, honestly. I think I haven't seen a lot of other platforms like this where it does make it really visually accessible to a brand or a company. Yeah. Something, Chrissy, that I wanted to ask you, I saw in the marketing messaging that what you're aiming to do is making marketing personal, not personalized. And I thought, ooh, that's an interesting statement. What's the difference between personal and personalized from cordial's point of view? Yeah, it really goes back to that whole checking a box, right? So the traditional way of doing outbound communications marketing, even going back to the days of direct mail is to sort of wedge our customers into little boxes or even big boxes and then send out messages that we think will resonate with them. Now we're really looking at it in real time as the messages are being generated and sent out of a platform where at the moment of send we're reading some signals that the customer is giving us like what did they do on a website or did they respond to an SMS message or a text message? And at the moment of send, we're actually sending content that is relevant at that time. Very, it's vastly different from the way that we've traditionally marketed in outbound communications across all channels. So looking at real time, Haley mentioned that she can visualize. We have a feature called orchestration builder that allows Haley to come in and say, okay, based on these signals or triggers, I wanna send this message to these users or these patients but they need to be in that moment ready for that message or she could say, if they're not ready for that message let's skip them and come back to them later and be able to really kind of narrow in and get super personal with those messages. Nurex is incredible. The way that they've used the platform and the way that she's built out these orchestrations all credit to Haley on this, the way that she's smartly used her tools is not only effective, but it's sort of revolutionary just in the way that she's able to find the right message at the right time. And in email, we've said that for years, right? Right message at the right time. But really we haven't said, let's make it personal let's use the data that we just got 10 seconds ago and send the message now. So it's been great. Yeah, that's a game changer using the data that we just got about this person. Yeah. Speaking of that on-demand culture that's a game changer for retail, for healthcare to be able to tune that in an automated way. I imagine the campaign ROI numbers especially are probably pretty much off the wall for your customers. In a lot of cases, they are. Yeah, they're doing really well. They're leveraging data in ways that I've never seen before. We've got some clients who are looking across periods of time, especially in retail looking across periods of time at their customer's behavior and then looking for ways to communicate them when maybe there wouldn't be a way to communicate with them that day. So it's the day that they send out a sale but there are a person who doesn't like sales or doesn't respond to sales. So they may send them a different piece of content something lifestyle or curated content that kind of thing. So it's really been, it has been a bit revolutionary in the way that the clients have leveraged the ability to use their data in new and kind of special ways. I can only imagine the last year has affected this in a good way because we've become even more demanding as a society, everybody everywhere struggling to get certain supplies, for example. But Chrissy, how is the last year affected cordial's growth and that of your customers? Yeah, so I say this frequently. We have sort of trained a new generation of econ buyers in the last year. We've taught people how to buy online and that has affected a lot of our brick and mortar clients who also have econ business. So we have a large group of furniture clients and so they've really seen some incredible success retraining their customers to buy large items online. It's not an easy thing, but they've really become sort of renegade in the way that they're pushing out messaging and finding the right people to send those to these new econ buyers. So it's been really interesting and they've come back and invested in technology that has enabled them to build trust and build out these individualized brand experiences so that they can actually scale those programs. Now this year, as we're reopening, this strategy is shifting, right? We're looking at, okay, we had an incredible year in some cases last year with econ, now we're gonna have a store that's opened. How do we make that experience special? How do we continue the dialogue with these customers? Such an interesting thing that sounds like it's gorgeous been a facilitator of the many pivots that so many businesses have needed to go through. And to your point, sort of repivoting back towards some mixture of online, econ, and in physical retail or store rather experience. It'll be interesting to see how that happens. And then Hayley, some pretty big statistics you have to share in terms of some of the things that Nurex saw in the last 12 months with respect to use of your platform and personalization, talk to us about that. Yeah, it's been a very interesting year for Nurex for sure, we've seen a 50% increase in our demand for birth control with medical providers, brick and mortar medical providers having limited capacity. We've been able to really step up and serve these patients and make sure they have their healthcare needs met during this really difficult time. We've also seen about a three X increase in our demand for emergency contraception, 130% in STI home test kits. Yeah, it's just across the board, it's been really incredible to be able to really fill this need in such a difficult time. So yeah, it's been exciting. I love being able to help serve these patients during this time. Yeah. Yeah, and that need to do something so personalized during such an incredibly difficult time. That's a really interesting mix there and congratulations on the success that you guys have had. I want to wrap things up, Christy with you. Let's just talk a little bit about the cordial AWS relationship. You guys started on day one back in 2014. Are you built on AWS? Tell me about that. Yeah, so definitely built on AWS. We leveraged the AWS system extensively. And yeah, we started in 2014. I think the founders were looking for, where do we go for stability? Where do we go for efficiency and reliability? And so came over to AWS and since then we've become an advanced tier independent software vendor. And then I think more recently in the last couple of years we've kind of gained a couple of competencies, retail and digital customer experience. So super embedded there. And really I think AWS can not only contributed to the foundation of the platform, it allows us to store and manage that massive volume of customer and business data for our clients and be able to actually house it in the cloud. Really it kind of empowers us to do that, to deliver that messaging at scale that we've been talking about. So AWS is an enabler of the way that you help your customers create this personalized experience at scale? Yeah, absolutely. And it really helps us solve these challenging problems that we have, where we're working with a client like Nurex and we have a few others where we have to be HIPAA compliant. So we rely on the AWS architecture to not only enable our scalability and reliability, but also with those high security and compliance standards. This is incredibly important to us in servicing our clients. Well, ladies, thank you so much for joining me today on the showcase and sharing what your companies are each doing and what they're doing together. Big changes, big opportunities and that personalized experience that I think we all crave. Thank you so much for joining me today. Thanks, Lisa. Thank you. For my guests, Christy Parrish and Hailey Pettit. I'm Lisa Martin. Thanks for watching.