Ecommerce OS · Telehealth9 min readUpdated November 2, 2026

Telehealth Company Benchmarks: Conversion Rate, AOV, CAC and Churn

What public data really says about telehealth conversion, CAC and churn, which numbers to distrust, and the funnel metrics to track instead.

Nick Bonnassies, CMO at Tagada · checked against 11 sources

Article summary

TL;DR

No public dataset with a stated method gives a conversion rate, AOV, CAC or churn rate for direct-to-consumer telehealth brands, as of November 2026. What exists is adoption data (5.51% of commercial medical claim lines were telehealth in Q1 2026), general ecommerce benchmarks, and vendor rules of thumb. Use them to rank your weak spots, then measure your own funnel.

Telehealth made up 5.51% of commercial medical claim lines in Q1 2026, up from 5.01% in Q4 2025 (FAIR Health, June 2026).
18.39% of commercially insured patients had at least one telehealth service in Q1 2026.
About 70% of online carts are abandoned across ecommerce (Baymard, 50 studies, September 2025).
25% of lost subscriptions are due to failed payments, according to Stripe (January 2024).
One widely shared "2026 telehealth benchmarks" table says its numbers are "projected for 2026 based on aggregated historical trends", with no sample stated.

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On this page

These numbers feed the decisions in our hub on the best ecommerce platform for telehealth companies. Use them to find your weakest metric, then open the guide that fixes it.

The benchmarks at a glance

Every row shows who published the number, when, and how much weight it can carry.

Metric	Value	Published by	Date	Reliability
Telehealth share of medical claim lines	5.51% (5.01% in Q4 2025)	FAIR Health1	Q1 2026	High: commercial claims, excludes Medicare and Medicaid
Patients with a telehealth service	18.39%; 18.6% urban, 10.3% rural	FAIR Health1	Q1 2026	High, same scope
Adults who used telemedicine in 12 months	37.0%	CDC2	2021	High, but dated
Cart abandonment	70.22%	Baymard3	Sep 2025	High: all ecommerce, not telehealth
Abandonment because the card was declined	10% of US shoppers who abandoned	Baymard3	Sep 2025	High: all ecommerce
Lost subscriptions due to failed payments	25%	Stripe4	Jan 2024	Medium: Stripe data, all subscriptions
Failed payment recovery	53% to 71% at one merchant; "high 60s to low 70s is an achievable target"	Recurly5	Apr 2026	Medium: two cases
Post-purchase upsell acceptance	4.7% on average	ReConvert6	2023 data	Medium: Shopify stores, all categories
LTV:CAC	3:1 as a "baseline"	Bask Health7	2026	Low: vendor rule of thumb, no data

Fig. 1How much weight each number can carry

Telehealth share of medical claim lines5.51% (5.01% in Q4 2025), FAIR HealthHigh: commercial claims
Patients with a telehealth service18.39%; 18.6% urban, 10.3% rural, FAIR HealthHigh, same scope
Adults who used telemedicine in 12 months37.0%, CDCHigh, but dated
Cart abandonment70.22%, BaymardHigh: all ecommerce, not telehealth
Lost subscriptions due to failed payments25%, StripeMedium: Stripe data, all subscriptions
Failed payment recovery53% to 71% at one merchant, RecurlyMedium: two cases
Post-purchase upsell acceptance4.7% on average, ReConvertMedium: Shopify stores, all categories
LTV:CAC3:1 as a baseline, Bask HealthLow: vendor rule of thumb, no data

High for adoption, low for vendor rules of thumb.

FAIR Health, Q1 2026; CDC, 2021; Baymard, September 2025; Stripe, January 2024; Recurly, April 2026; ReConvert, 2023 data; Bask Health, 2026.

Watch out

Conversion rates, CAC and churn rates labeled "telehealth" circulate widely. The most visible table says its figures are projections and gives no sample size or data provider8. If a number has no sample, date and definition, do not set targets on it.

Why telehealth benchmarks are so thin

Telehealth brands are private, regulated and young. Four reasons keep public numbers scarce.

Few public companies
Most DTC telehealth brands do not publish funnel data.
Mixed models
A one-off consultation, a monthly treatment plan and a membership have nothing in common on AOV or churn.
A clinical step in the funnel
Part of your "conversion" depends on clinician approval, which no ecommerce benchmark measures.
Vendors fill the gap
Most "benchmarks" come from platforms and agencies, using their clients or projections.

The right use of the numbers above is to compare your own metrics to the closest reliable range, not to a telehealth average that does not exist.

Market data: how many patients use telehealth

Adoption data is the one area with primary, dated sources.

Indicator	Value
Telehealth share of medical claim lines, US, commercial	5.51% in Q1 2026, 5.01% in Q4 2025 (FAIR Health)1
Patients with at least one telehealth service	18.39% in Q1 2026, 17.30% in Q4 2025 (FAIR Health)1
Urban vs rural patients	18.6% vs 10.3% (FAIR Health)1
US adults who used telemedicine in the past 12 months	37.0% in 2021 (CDC, National Health Interview Survey)2

Fig. 2Patients with at least one telehealth service, Q1 2026

Urban patients18.6%
All patients, Q1 202618.39%
All patients, Q4 202517.3%
Rural patients10.3%

Source: FAIR Health, Q1 2026

Rural patients use telehealth far less than urban ones.

FAIR Health, Quarterly Telehealth Regional Tracker, national, commercial claims, January to March 2026.

This tells you patients are used to remote care. It does not tell you how a paid DTC funnel converts.

The telehealth funnel metrics to track

A telehealth funnel has steps a normal store does not. Track each one with the same definition every month.

Metric	Formula	What it tells you
Quiz start rate	Quiz starts ÷ landing page sessions	Whether the offer and page earn the click
Quiz completion rate	Completed quizzes ÷ quiz starts	Whether the intake is too long or confusing
Checkout conversion	Card holds ÷ completed quizzes	Price, trust and payment friction
Approval rate	Approved cases ÷ submitted cases	Fit between your targeting and clinical criteria
Capture rate	Captured holds ÷ approved cases	Expired holds and declines at capture
First refill rate	Patients billed a second time ÷ patients shipped once	The real start of lifetime value
Failed renewal recovery	Recovered renewals ÷ failed renewals	Dunning quality

Fig. 3Seven steps, from the session to the first refill

Quiz start rate: quiz starts ÷ landing page sessions.
Quiz completion rate: completed quizzes ÷ quiz starts.
Checkout conversion: card holds ÷ completed quizzes.
Approval rate: approved cases ÷ submitted cases.
Capture rate: captured holds ÷ approved cases.
First refill rate: patients billed a second time ÷ patients shipped once.
Failed renewal recovery: recovered renewals ÷ failed renewals.

The approval rate is the step ecommerce benchmarks never measure.

Same definition every month.

Formulas from the table above.

The approval rate is the metric ecommerce teams forget. A cheap ad audience that clinicians decline is not cheap. Fixing low-converting steps is covered in why your telehealth company gets traffic but no sales.

Conversion and checkout

No telehealth-specific conversion rate with a method is public. The checkout part behaves like ecommerce, so the general data applies.

Abandonment: 70.22% of carts are abandoned across ecommerce3.
Declines: 10% of US shoppers who abandoned did so because their card was declined3. On a restricted vertical, declines matter more.
Your real rate: measure conversion from completed quiz to card hold, not from session to sale. The clinical step distorts the second.

Page and offer structure are in the telehealth sales funnel.

AOV: depends on the model

There is no published telehealth AOV. A consultation, a monthly plan and a 3-month plan produce very different first orders.

Compare like with like: first-order value per model, then 90-day revenue per patient.
Add-ons: post-purchase upsells convert at 4.7% on average across Shopify stores6, a general figure, not a telehealth one.

How to raise it without pressure tactics: how to increase AOV for a telehealth company.

CAC and LTV: measure fully loaded

Public CAC figures for DTC telehealth do not exist with a method. Build yours from your own data.

CAC: all acquisition costs (media, creative, agency, promos) ÷ new paying patients in the period. Count only captured payments, not holds.
LTV: contribution margin per patient over the cohort's life, after clinician, pharmacy, payment and refund costs.
Payback: CAC ÷ monthly contribution margin per patient.

Bask Health, a telehealth software vendor, calls 3:1 LTV:CAC a "baseline" and payback beyond 6 months fragile7. Treat it as a rule of thumb. The full method is in LTV and CAC for a telehealth company.

Churn and failed payments

No reliable public churn rate exists for telehealth subscriptions. Two general figures help frame it.

Signal	Value
Lost subscriptions caused by failed payments	25% (Stripe)4
Recovery achievable with good dunning	"high 60s to low 70s" percent (Recurly)5

Part of telehealth churn is involuntary: an expired card, a declined renewal, a refill billed before the pharmacy ships. See subscriptions and churn and failed payment recovery. On the payment side, declined payments for telehealth companies explains why renewals fail.

How to build your own benchmark

Your history is the only benchmark that fits your model.

Fix definitions for each metric in the funnel table above.
Split by model and channel: one-off consults vs plans, paid social vs search vs email.
Track monthly cohorts from first capture, not first visit.
Compare to the closest reliable range in the first table, and say where it comes from.
Pick the weakest step and fix that one first.

Fig. 4A monthly benchmark sheet, per channel

Monthly benchmark · one channelRepeat for paid social, search and email

Quiz start rate: Whether the offer and page earn the click
Quiz completion rate: Whether the intake is too long or confusing
Checkout conversion: Price, trust and payment friction
Approval rate: Fit between your targeting and clinical criteria
Capture rate: Expired holds and declines at capture
First refill rate: The real start of lifetime value
Failed renewal recovery: Dunning quality

Template, no data.

Fill it from your own cohorts, one sheet per channel.

Template built from the funnel table above.

How Tagada helps

Funnel and payment data you can export

Tagada keeps checkout, subscriptions and payment data together, with TagadaPay behind each charge and a vault you keep: "Your PCI-tokenized cards, your customer profiles, your subscription data, all portable."11

Routing across TagadaPay and processors such as Stripe, NMI and Airwallex, with a cascade to another processor when one is down or times out
Fraud filters: "Native 3DS2, device intelligence, and rules engine: approve real customers, block the rest."
Your data, exportable: "Export your vault, cards, and customers anytime."

Building the whole telehealth brand? With Tagada Rx, every funnel step sits in "Eight modules, one data model, one dashboard", the card is captured only once a doctor approves9, and declined, cancelled and errored cases never rebill10. US patients only, by selection.

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Updated on November 2, 2026

Nick Bonnassies

CMO at Tagada

CMO at Tagada. Before Tagada, Nick built direct-to-consumer brands that generated over $115M in sales, raised over $25M in crowdfunding and sold two of them. He also works as a fractional CMO on marketing operations and AI systems.

Frequently asked questions

What is a good conversion rate for a telehealth company?

No published benchmark with a stated method exists as of November 2026. Measure conversion in steps: quiz completion, quiz to card hold, and approval rate. The checkout step can be compared to general ecommerce, where about 70% of carts are abandoned. Figures labeled "telehealth conversion rate" online are often projections without a sample.

What is a good LTV to CAC ratio for telehealth?

A common rule of thumb is 3:1, which Bask Health calls a "baseline" for telehealth. It is a vendor rule, not a measured average. Payback matters as much: the time it takes a patient's monthly margin to cover their acquisition cost. Compute both on captured payments and real contribution margin.

What is the average churn rate for telehealth subscriptions?

There is no reliable public average. General subscription data shows 25% of lost subscriptions caused by failed payments (Stripe). Track your own first refill rate and failed renewal recovery by monthly cohort.

How many Americans use telehealth?

FAIR Health reports that 18.39% of commercially insured patients had at least one telehealth service in Q1 2026, and that telehealth made up 5.51% of medical claim lines. The CDC measured 37.0% of adults using telemedicine in the past 12 months in 2021.

Which metric matters most for a telehealth brand?

The first refill rate. It shows whether patients who paid once stay on their plan, which drives lifetime value. Read it next to the approval rate: if clinicians decline many cases from one channel, that channel's real acquisition cost is higher than the ad dashboard shows.

Sources

Checked November 2, 2026

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