Case Study · DTC Wellness & Pharmacy

Belle.
24 flows. One lifecycle, zero manual sends.

Engagement
Sep 2025 → Present
Industry
DTC Wellness & Pharmacy
Platforms
Make · Airtable · OneSaaS · SMS
Status
Production, ongoing
The Challenge

Belle is a direct-to-consumer wellness brand with a real pharmacy behind it — which means the customer doesn’t just need a welcome email, they need a lifecycle. Lead in from an ad. Booking confirmed on Calendly. Welcome SMS. First dose. Adherence nudges. Refills. Promotions. Dosage checks. Payment reconciliation.

All of it was happening, but in fragments — Airtable held the customers, the portal held the orders, Meta held the leads, and a human was the glue in between. Every daily send was someone remembering to run it. Every new lead source meant another import. We were brought in to turn the glue into machinery.

24
Production scenarios in the suite
8
Platforms wired end-to-end
7+ mo
Continuous build & ops, still shipping
0
Hand-sent SMS. Every message fires itself.
The Approach

Four pillars, one customer.

We architected the suite around the customer’s actual journey — capture, nurture, adhere, transact — each pillar owning its own scenarios, but every scenario reading from and writing back to the same Airtable spine.

01 — Lead Intake

Every lead, in one place — instantly.

Three real-time webhooks push new leads from paid ads and consult bookings straight into Airtable the moment they land. A nightly reconciler catches anything that slipped through, so no source is a black box.

Meta → Airtable Facebook Lead Ads webhook, immediate write
Calendly → Airtable Consult booking creates a lead row in real time
Cal.com → Airtable Second booking surface, same webhook pattern
Update Leads Nightly sweep reconciles status & dedupes
02 — Drip & Nurture

A daily rhythm of personalised SMS.

A morning and afternoon drip hit segmented cohorts, a welcome greets fresh leads, follow-ups chase the cold ones, and a three-part “3 Day Sale” blast fires Thu–Sat. A duplicate-check scenario and an hourly state sync make sure no one gets the same message twice.

Drip Morning / Afternoon Daily 11:30 & 16:00 — segmented, templated, logged
Welcome to Belle 9:30 daily — fires on first-time leads
Follow Up Message 11:00 daily — re-engages quiet leads
Drip Dup Check + Update Drip Dedup sweep + hourly state sync, Airtable-backed
3 Day Sale Text 1 / 2 / 3 Thu · Fri · Sat promo chain, cohort-aware
03 — Adherence & Adoption

From first dose to fifth refill — on rails.

The Bask Adoption pipeline walks each customer through a three-stage treatment journey with its own eligibility logic. Originally a single monolithic flow, it was refactored in December into three observable stages — the legacy scenario is still present as xBask Adoption for audit. Dosage and refill reminders close the loop.

Bask Adoption — Step 1 Mon–Fri 11:00 — cohort eligibility + first nudge
Bask Adoption — Steps 2 & 3 Sequenced follow-through stages, separately observable
Bask — Airtable Updates Daily 10:00 state sync between portal & table
Dosage Check Message Weekly Mon–Fri 10:00 — adherence checkpoint
Refill Message Daily 11:00 — refill window outreach
04 — Commerce & Infra

The plumbing most teams forget to build.

New orders pull fresh contacts into the CRM, Chargedesk reconciles payments against records each morning, Portal SMS keeps a two-way channel open during business hours, and a standalone JWT token refresher caches a fresh credential to the Datastore seven times a day so every other scenario reads it instead of re-auth’ing.

New Order Create Contact Daily 8:15 — orders become CRM contacts
Chargedesk Daily 7:30 — payment reconciliation sweep
Portal SMS Every 2·h, Mon–Fri 9:00–18:00
JWT Token 7 refresh windows/day → Datastore cache
Flagship Flow

Drip Campaign (morning) — 20 modules, 4 variants, zero double-sends

The most intricate flow in the suite. Every weekday at 11:30 it mints a fresh JWT token from the OneSaaS auth surface, runs two Airtable searches in parallel — one for today’s eligible cohort, one for the active message bank — then hands off to a nested router with four message variants. Each variant sends via HTTP to the SMS surface and writes a timestamped log back to Airtable on the same branch, so the dedup scenario in Pillar 02 never has to guess what already fired.

01
JWT auth
Fresh token minted via OneSaaS, injected downstream
02
Cohort search
Airtable returns today’s eligible contacts
03
Template search
Second Airtable lookup pulls live message variants
04
4-variant router
Parallel branches — each dispatches a distinct SMS
05
Per-branch write-back
Airtable records timestamp, variant & send status
Built With
Make.com Airtable OneSaaS SMS (HTTP) Datastore Cal.com Calendly Meta Lead Ads Webhooks

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