How DokterOnline increases engagement by 15% with Prepr’s personalization

DokterOnline is an international e-health platform that helps people access medical advice and treatments discreetly and without long waiting times. Over the years, it has become a trusted place for visitors to read, compare, and make decisions at their own pace.

As the platform grew, the team started looking for ways to make the website experience more intuitive and supportive for visitors. With Prepr already in place as their CMS, they began exploring how its personalization features could help.

DokterOnline attracts visitors who arrive with very specific needs: weight-loss treatments, contraception, support for erectile dysfunction, or information about sexually transmitted infections (STIs). These are personal topics, and people tend to read carefully and take their time.

The DokterOnline team knows that in a medical journey, engagement is more than a performance metric; it is a sign of trust. And trust is what ultimately drives people to continue, return, or place an order.

When they studied user behavior more closely, they saw why engagement was not growing as much as it could. Visitors arrived with very different intentions, but the website greeted everyone with the same homepage. For instance, someone researching weight loss might land on a hero promoting erectile dysfunction. These mismatches interrupt focus and make the journey feel less personal.

Roxanne van Hassel, Conversion Specialist at DokterOnline, explains: “People don’t decide to order medication online just like that. Relevance builds trust, and trust drives decisions.”

As the team gained this understanding, one thing became clear: traditional CRO could only solve part of the problem. The real issue was that people arrived with different intentions, but the website treated everyone the same.

To improve engagement in a meaningful way, the team needed a homepage that reflected what visitors were actually looking for.

These insights are discussed in more detail in the full interview with Roxanne van Hassel, Conversion Specialist at DokterOnline (Dutch with subtitles).

DokterOnline already used Prepr as its CMS. When they first selected it two years earlier, Prepr stood out for combining content management with data, including native support for personalization. The development team had explored those features, but marketing wasn’t ready to activate them yet.

Once the team understood that engagement stayed low because the homepage treated everyone the same, personalization became the natural next step. They sat together and aligned on a simple definition that fits a medical platform: content should adapt to the topics visitors show interest in.

With that approach in place, the team activated Prepr’s personalization features and defined segments around the most important conditions on the platform, such as weight-loss, contraception, erectile dysfunction, high blood pressure, and STIs. Visitors were then grouped into these simple, behavior-based segments based on the pages they explored.

With segments in place, the team uses Prepr to adapt a few key areas of the homepage.

Visitors interested in weight loss see a focused hero image, weight-loss treatments move to the spotlight, and related articles surface first. Someone exploring contraception or STI care sees a different set of elements. Every section stays consistent with the medical tone of the platform, but speaks more directly to the visitor’s intent.

As Niels Nijens, Software Architect, notes: “The advantage of Prepr is that you can start small. It’s built into the CMS, so content marketers can work with it too.”

How the team personalized the homepage in Prepr
After defining the segments together, the team needed a simple way to deliver the right content to the right visitor. Prepr makes this possible directly inside the CMS.

Prepr collects simple behavioral signals, which pages someone visits, which topics they read about, or which campaign brought them in. Based on this behavior, visitors are added to one of the segments that the team defined earlier. No sensitive personal data is used; segmentation is driven entirely by what people do on the site.

After personalizing the homepage in Prepr, DokterOnline sees a clear lift in how people interact with the website. Visitors stay longer, explore more, and move through the journey with more confidence.

Engagement increases by more than 15%
In the weight-loss segment, engagement climbs from 80–85% to 95–96%. People spend longer reading, comparing treatments, and gathering information, a strong signal of trust in a medical journey.

CTR lifts by 50-100% on personalized components
Personalized versions of the hero, featured sections, and article lists show significant improvement, with click-through rates rising between 50% and 100%, and an average uplift of 83% across all key components. When visitors see content that reflects their intent, they’re far more likely to continue exploring.

Pages per session more than doubled
General visitors view 2–5 pages. Segmented visitors often reach 10 pages or more, showing a clear increase in interest and confidence.

Personalization strengthens trust
With the new personalized homepage, visitors find the topics they expect more quickly. The journey feels calmer and more relevant from the start and visitors feel understood rather than steered.

The team also avoids anything that could feel intrusive. They mix in neutral content and keep every variant subtle, ensuring personalization never crosses into discomfort.

Subtle adjustments outperform classic e-commerce tactics
Another insight the DokterOnline team discovered along the way is that strong product pushes simply don’t work in a medical context. Visitors respond much better to clear, relevant information. Small, respectful adjustments consistently lead to stronger outcomes.