AI Insights
Direct Pediatrics is now running a true multi-channel outreach program — email sequences via MMai and LinkedIn outreach via Prosp are both active simultaneously. Across both channels this baseline period, the program has generated 179 LinkedIn connection requests, 49 accepted invites (27.4% blended acceptance rate), 10 LinkedIn replies, and 4,645 emails sent with a 12.21% open rate. The EY Employees LinkedIn campaign is the standout early performer with a 27.3% reply rate from accepted connections — a strong signal that this audience is highly receptive. On the email side, the open rate exceeds industry benchmarks but reply conversion remains the primary gap. With LinkedIn now generating real conversations and email generating consistent opens and clicks, the foundation for a multi-touch conversion funnel is in place. The next cycle should focus on sharpening CTAs, connecting LinkedIn conversations to meeting bookings, and activating the 722 queued email contacts.
Top Performing Channel
LinkedIn (Prosp) EY Employees campaign is generating a 27.3% reply rate from accepted connections — well above typical cold outreach benchmarks of 5–15%. This audience is highly engaged and warrants priority follow-up.
Email Performing Above Benchmark
12.21% email open rate exceeds the healthcare cold email benchmark of 8–10%. Inbox health is perfect at 100%. The channel is healthy — the gap is in reply conversion, not reach or deliverability.
LinkedIn Acceptance Rates Diverging
OW Employees acceptance rate (37.8%) is significantly higher than EY (24.6%), but EY's reply rate (27.3%) is dramatically higher. OW is easier to get in, but EY is more responsive once connected.
Multi-Touch Gap Still Open
Email and LinkedIn are running in parallel but not yet connected. Prospects receiving both touchpoints represent the highest-intent signals — this coordination layer is the biggest near-term opportunity.
Channel Overview
Channel 1 — MMai
Email Sequences & AI Agents
4,645
Emails Sent
12.21%
Open Rate
567
Unique Opens
2.37%
Click Rate
110
Unique Clicks
1
Email Replies
Channel 2 — Prosp (LinkedIn)
2 Active LinkedIn Campaigns
179
LI Requests Sent
49
Accepted (27.4%)
47
Conversations
10
Replies
20.4%
Blended Reply Rate
2
Active Campaigns
Executive Summary
Intent Signals Captured
2,140+
AI-qualified contacts across 4 active audience segments — B2C parents, B2B HR leaders, maternal/postpartum, and ADHD/behavioral.
MMai Audience Builder
📍 Baseline — Δ begins Report #2
Total Outreach Sent
4,824
4,645 emails via MMai + 179 LinkedIn connection requests via Prosp across 2 active campaigns.
Combined MMai + Prosp
📍 Baseline — Δ begins Report #2
Email Open Rate
12.21%
567 unique opens from 4,645 emails sent. Above healthcare industry benchmark of 8–10%. Inbox health score: 100%.
MMai Sequences
📍 Baseline — Δ begins Report #2
LI Acceptance Rate
27.4%
49 of 179 LinkedIn requests accepted across both campaigns. OW: 37.8% · EY: 24.6%.
Prosp LinkedIn
📍 Baseline — Δ begins Report #2
LI Reply Rate
20.4%
10 replies from 49 accepted connections across both campaigns. EY campaign leading at 27.3% reply rate.
Prosp LinkedIn
📍 Baseline — Δ begins Report #2
Email Unique Clicks
110
2.37% click rate. Prospects are engaging with content — messaging and links are resonating.
MMai Sequences
📍 Baseline — Δ begins Report #2
Total Conversations
48
1 email reply via MMai + 47 LinkedIn conversations opened via Prosp (14 OW + 33 EY).
Combined MMai + Prosp
📍 Baseline — Δ begins Report #2
Meetings Booked
0
No meetings tracked through MMai or Prosp this period. Baseline established at zero for future comparison.
Combined All Channels
📍 Baseline — Δ begins Report #2
Combined Funnel Overview
Intent
2,140
AI-qualified contacts across all audience segments
📍 Baseline
Outreach
4,824
4,645 emails + 179 LI requests sent
📍 Baseline
Engagement
616
567 email opens + 49 LI accepts + 110 clicks
📍 Baseline
Conversations
48
1 email reply + 47 LI conversations opened
📍 Baseline
Replies
11
1 email reply + 10 LI replies received
📍 Baseline
Meetings
0
No meetings booked this period
📍 Baseline
Performance Breakdown
Prosp — LinkedIn Campaigns
LinkedIn Campaign 1
Direct Peds – OW Employees – LI – Seq1
37
Requests Sent
14
Accepted
37.8% acceptance rate
14
Conversations
1
Replies
7.1% reply rate
Open Messages 0
Likes 0
Comments 0
InMail Sent 0
LinkedIn Campaign 2
Direct Peds – EY Employees – LI – Seq1
142
Requests Sent
35
Accepted
24.6% acceptance rate
33
Conversations
9
Replies
27.3% reply rate
Open Messages 0
Likes 0
Comments 0
InMail Sent 0
MMai — Active Email Sequences
Active Sequence Performance
4 active sequences · Launched April 2026| Sequence | Segment | Members | In Progress | Steps Sent | Bounces | Status |
|---|---|---|---|---|---|---|
| HR Benefits / Concierge Pediatrics Steve · team@directpediatricsky.com |
B2B — HR Leaders | 665 | 171 | 191 | 2 | Active |
| Maternal / Postpartum Outreach Anna · Jennifer · team@directpediatricsky.com |
B2C — New Mothers | 546 | 90 | 130 | 20 | Active |
| ADHD / Behavioral Outreach Anna · Emily · team@directpediatricsky.com |
B2C — Behavioral Health Parents | 513 | 63 | 125 | 20 | Active |
| General Pediatric Outreach Anna · team@directpediatricsky.com |
B2C — General Parents | 397 | 75 | 124 | 21 | Active |
Combined — Engagement Metrics vs. Benchmark
Aggregate Engagement Metrics
All channels · Baseline period| Metric | Channel | Value | Rate | Benchmark | vs. Benchmark |
|---|---|---|---|---|---|
| Emails Sent | MMai | 4,645 | — | — | — |
| Unique Opens | MMai | 567 | 12.21% | 8–10% | ↑ Above Benchmark |
| Unique Clicks | MMai | 110 | 2.37% | 1.5–2.5% | ↑ At Benchmark |
| Email Replies | MMai | 1 | 0.02% | 1–3% | ↓ Below Benchmark |
| LI Requests Sent | Prosp | 179 | — | — | — |
| LI Acceptance Rate | Prosp | 49 accepted | 27.4% | 20–30% | ✓ Within Range |
| LI Reply Rate (EY) | Prosp | 9 replies | 27.3% | 5–15% | ↑ Above Benchmark |
| LI Reply Rate (OW) | Prosp | 1 reply | 7.1% | 5–15% | ✓ Within Range |
| Email Bounce Rate | MMai | 72 bounces | 1.55% | <2% | ✓ Within Range |
| Inbox Health Score | MMai | 100% | 100% | 80%+ | ✓ Excellent |
| Meetings Booked | Combined | 0 | 0% | — | Baseline |
Performance Insights
EY Employees LinkedIn campaign is the standout performer — 27.3% reply rate from accepted connections
9 replies from 35 accepted connections in the EY campaign is a strong early signal. Typical cold LinkedIn reply rates from accepted connections run 5–15%. At 27.3%, this audience — EY corporate employees — is clearly receptive to the Direct Pediatrics concierge model. This segment should be prioritized for follow-up messaging and meeting booking CTAs immediately.
OW Employees campaign has the highest acceptance rate at 37.8% — but reply conversion needs attention
OW Employees are accepting connection requests at a higher rate (37.8% vs 24.6% for EY), but only 1 of 14 accepted connections has replied (7.1%). The acceptance signal is strong — the issue is the follow-up message sequence. Tightening the post-acceptance messaging for OW should unlock more conversations from an already-receptive audience.
Email open rate is outperforming the healthcare industry benchmark by 2–4 points
A 12.21% open rate against a typical healthcare cold email benchmark of 8–10% confirms subject lines are well-targeted and inbox placement is clean. The 100% warmup health score validates the sending infrastructure is performing optimally.
Email reply rate remains the critical gap — 110 clicks but only 1 reply
Prospects are opening and clicking but not replying to emails. The disconnect between click activity (2.37%) and reply rate (0.02%) points to a CTA problem — the ask after the click is either unclear, too high-friction, or not compelling enough. This is the single highest-leverage email optimization in the next cycle.
722 queued email contacts represent a significant near-term pipeline inflection point
With 722 contacts loaded but not yet contacted across active sequences, the next 4–6 weeks will see a natural surge in outreach volume and engagement data. This will provide the first meaningful period-over-period comparison data for Report #2 — making the next cycle the first true performance benchmark.
High-Intent Activity Signals
LinkedIn Signal — EY Campaign
27.3% Reply Rate from Accepted Connections
Requests Sent142
Accepted35 (24.6%)
Conversations33
Replies9 (27.3%)
Signal Strength🔥 High
LinkedIn Signal — OW Campaign
37.8% Acceptance Rate — High Receptivity
Requests Sent37
Accepted14 (37.8%)
Conversations14
Replies1 (7.1%)
Signal Strength⚡ Moderate
Email Engagement Signal
110 Unique Clicks Across Sequences
Total Emails Sent4,645
Unique Opens567 (12.21%)
Unique Clicks110 (2.37%)
Signal Strength⚡ Moderate
B2B Pipeline Signal
HR Benefits — Deepest Email Pipeline
Contacts Loaded665
In Progress171
Steps Executed191
Bounce Rate0.3% (very low)
Multi-Touch Overlap Signal
OW & EY Employees — Email + LinkedIn Active
LI CampaignsOW + EY (both live)
Email SequencesHR Benefits (parallel)
Overlap PotentialHigh — same ICP
Action NeededConnect touchpoints
⚡ Multi-Touch Opportunity: OW and EY employees are being targeted on LinkedIn via Prosp and via the HR Benefits email sequence in MMai simultaneously. Prospects receiving both touchpoints are the highest-intent targets in the entire pipeline. In Report #2, we will flag any overlap contacts for priority manual outreach or accelerated sequence steps.
What We Are Working On to Improve Performance
🔴 Trigger
EY LinkedIn campaign has 9 replies and 33 open conversations — but no meetings booked yet. The reply-to-meeting conversion path is not yet activated.
🔵 Action
Add a direct calendar booking CTA to the EY LinkedIn follow-up message sequence. Use a low-friction ask: "Would a quick 15-minute call make sense to see if this is a fit for your team?"
🟢 Expected Outcome
Convert at least 2–3 of the 9 active EY replies into booked meetings by Report #2. At a 27.3% reply rate, this campaign has the clearest path to first meetings.
🔴 Trigger
OW Employees campaign has a 37.8% acceptance rate but only 7.1% reply rate — strong top-of-funnel but weak follow-through after connection is accepted.
🔵 Action
Rewrite the post-acceptance message for the OW campaign. Test a more personalized, curiosity-driven opener rather than a direct pitch — e.g., referencing a specific benefit of the Direct Pediatrics model relevant to Oliver Wyman employees.
🟢 Expected Outcome
Lift OW reply rate from 7.1% toward 15–20% — unlocking 2–3 additional conversations from the 13 accepted connections who haven't yet replied.
🔴 Trigger
Email reply rate is 0.02% despite 110 clicks — prospects are engaging with content but the CTA is not converting to direct responses.
🔵 Action
Rewrite Step 2 and Step 3 CTAs across all active email sequences to use a single, low-friction ask. Replace multi-sentence value propositions with one clear question that invites a reply.
🟢 Expected Outcome
Lift email reply rate from 0.02% toward 0.5–1.5% within 2 reporting cycles. Even 5–10 email replies from the current pipeline would represent a significant step-change.
🔴 Trigger
OW and EY employees are being targeted on both LinkedIn (Prosp) and email (MMai HR Benefits sequence) simultaneously — but the two channels are not coordinated.
🔵 Action
Map overlapping contacts between Prosp LinkedIn campaigns and the HR Benefits email sequence. Flag multi-touch contacts for priority manual follow-up or an accelerated sequence path.
🟢 Expected Outcome
Increase reply and meeting conversion rates for multi-touch prospects by 2–3x vs. single-channel contacts — closing the gap between awareness and booked meetings.
🔴 Trigger
Maternal/Postpartum and ADHD email sequences show ~15% per-sequence bounce rates — well above the acceptable threshold — indicating list quality issues.
🔵 Action
Audit the contact source and email verification status for both segments. Run list hygiene via an email validation tool before loading additional contacts into these sequences.
🟢 Expected Outcome
Reduce per-sequence bounce rates to <3% and protect sender domain reputation. Cleaner lists directly improve open and engagement rates for the remaining contact pool.
What Changed Since the Last Update
📍 This is Report #1 — the Benchmark Report. There is no prior period to compare against. All metrics establish the baseline from which period-over-period comparisons will be calculated beginning with Report #2 (May 4, 2026). The changes below reflect what was built and launched during the November 2025 – April 2026 ramp period, including the addition of two live Prosp LinkedIn campaigns.
🚀 What Was Built & Launched
- 4 active email sequences launched across B2C and B2B segments with 1,121 contacts loaded
- 2 LinkedIn campaigns launched via Prosp — OW Employees and EY Employees
- 179 LinkedIn connection requests sent; 49 accepted; 10 replies received
- 7 legacy email sequences completed — Dr. Johnson, Dr. Stewart, Emily Moran ICP segments
- 5 AI agents deployed across both practice locations
- Two sender domains warmed up and verified with 100% inbox health score
- 2,140+ intent-qualified contacts built via AI Audience Builder
✅ What Is Working
- EY LinkedIn campaign: 27.3% reply rate from accepted connections — above benchmark
- OW LinkedIn campaign: 37.8% acceptance rate — strong top-of-funnel receptivity
- Email open rate of 12.21% — above healthcare industry benchmark of 8–10%
- Email click rate of 2.37% — within benchmark range, confirming content relevance
- 100% inbox health score — zero deliverability risk at current send volume
- HR Benefits B2B email segment has the deepest pipeline (665 contacts, 171 in-progress)
- Auto-send enabled across all active sequences — no manual approval bottleneck
⚠️ What Needs Attention
- Email reply rate of 0.02% is significantly below benchmark — CTA optimization is priority #1
- OW LinkedIn reply rate of 7.1% — post-acceptance messaging needs to be strengthened
- 0 meetings booked across all channels — reply-to-meeting conversion path not yet activated
- Maternal/Postpartum and ADHD sequence bounce rates (~15% per sequence) need list hygiene
- Email and LinkedIn channels not yet coordinated — multi-touch overlap not being leveraged
- AI agent lead capture not connected to sequence enrollment — inbound loop incomplete
🔬 Tests & Changes Made This Period
- Launched first two Prosp LinkedIn campaigns targeting corporate employee segments (OW + EY)
- Transitioned from zip-code/keyword-based lists (legacy) to AI intent-based audience building
- Expanded from 3 persona sequences to 4 new thematic sequences across B2C and B2B
- Upgraded sender infrastructure to dual-domain sending setup (team@ + hannah@)
- Shifted from manual approval workflow to fully automated send (autoSend: true)
- Added removeOnReply logic to all active sequences — prevents over-messaging engaged prospects