Carewell Digital Marketing
Your Go-To urgent care
These days there are more urgent cares than coffee shops. While this is a great thing for patients, it’s more challenging for centers that need to establish why you should choose one provider over the other. Ultimately, it all comes down to ease of care. As the largest single operator of urgent care in the state, CareWell prides itself on the level service they provide over their competitors.
Knowing the overcrowded market, I created ads meant to make people pay attention. Everyone knows they should get their flu shots, but by subverting expectations (adding the flavor of pumpkin spice) or by painting a picture of their unhealthy future with visceral copy and imagery, the campaigns broke through the noise to drive new patients to get better with CareWell.
Art Direction * Copywriting *Paid Social Media
Audience and Strategy
Everyone gets injured. Some, more than others. CareWell’s audience is anyone searching for urgent care. Parents who need fast care for their kids, busy professionals without a PCP, and 65+ especially need the care and quick service that only urgent care can provide.
Dwindling attention spans necessitate two key objectives for these ads. First, they needed to quickly convey the message, but they also had to be so memorable that when the need arose and minds were focused on the emergency, they were able to quickly recall CareWell as the place to seek immediate care.
Brand Awareness
You can use urgent care for so much more than, well, urgent care. These brand-focused banners were created to drive interest and awareness for the different services that CareWell could provide.
Seasonal Campaign
Whether it’s needle dread, busy schedules, or just plain forgetfulness–you’ve probably had what you considered a “good reason” for not getting your flu shot. Until you’ve had the flu. Suddenly all those reasons fly out the window.
Got Allergies?
Sometimes words need the right visuals to really drive them home. The magic of the copywriter and designer relationship can create powerful ideas like, “what if a giant nose dripped snot on a woman.”
Results
CareWell’s willingness to run fun and memorable ads paid off big time with more conversions that cost them way less than previous campaigns.
Conversion Rate
Cost per Lead
Campaign Concepts
Carewell, For everthing Else
The following four concept campaigns were all selected but were ultimately never run.
When it comes to care, patients sometimes find themselves questioning whether something requires a visit to the ER, when in fact, an urgent care center would be a faster, better experience that gives them a higher quality of care.
Campaign Concepts
When Symptoms Take Over, CareWell Is the Answer
When you are sick or injured, it can feel like your illness or injury takes over your entire existence. This creative was designed to showcase how symptoms can seem all encompassing, showing that CareWell understands how much an illness or injury can completely take over a patient’s life.
Campaign Concepts
Leave the Diagnosis to CareWell
There are many unknowns when it comes to healthcare. The average person may not have access to a family doctor to answer every question. So, they turn to self-diagnosis on the internet. This can become a scary rabbit hole where an innocent growth turns into cancer at the click of a button.
Campaign Concepts
Not Just a Name, a Promise
Understanding that the majority of our audience already knows about urgent care as a service, our goal was to distinguish CareWell as the best option for their care needs.
