It also meets another goal, actually, more for our business development side. The more members fill out their extended profile, the more data we can collect on them. My company also offers market/patient research to pharma companies, so the more info we can get on our members, the better able we are to connect those members with clinical trials/opportunities that they’d actually be interested in and qualify for.
In addition, if they fill out the extended profile, we can better segment our emails and make their onsite experience more personalized to their symptoms, treatments, etc. Which, of course, = better overall UX. Better UX and personalized emails will (fingers crossed) mean higher return visits. More visits, more page views means more ads viewed (which, of course, helps business development meet their sales goals).