CareWell Urgent Care Integrated Digital Marketing
Project Overview
CareWell came to Overdrive to increase their patient volume across all centers and to educate the public on when to use urgent care vs. the ER or primary care, and then positioning CareWell as their go-to urgent care provider.
Services Provided
- Customer Journey Mapping
- Paid Search Management
- Remarketing Display
- Whitehat Search Engine Optimization
- Landing Design Development
- Conversion Path Optimization
- Banner Creative
- Digital OOH
Campaign Highlights
Customer Journey Mapping
Overdrive planned and wireframed CareWell’s end-to-end customer journey from the first ad impression to the last email, and built all its required components in one shot.
Customer Journey Mapping
Overdrive planned and wireframed CareWell’s end-to-end customer journey from the first ad impression to the last email, and built all its required components in one shot.
End-to-End Media Management
Overdrive developed a comprehensive media plan that identified high-value site direct media properties and a programmatic approach. This ensured CareWell’s presence around key content based on user intent.
Display Ads
In order to stand out in the space, Overdrive developed a series of concepts focused on punchy, powerful lines that complemented seasonal urgent care drivers, like flu shots and physicals, and more long-tail campaigns that were more educational in nature.
More Display Ads
Using a variety of lines and designs featuring different audience segments, Overdrive launched the seasonal banners across different audience touch points and online properties.
DOOH
In addition to traditional GDN banners, Overdrive deployed geo-targeted Digital-Out-of-Home ads that appeared on billboards, office buildings, elevators, gas station pumps and more.
Banner Placement
Banners were featured on highly visited medical websites, such as WebMD, so that users could be targeted with ads as they searched their symptoms.
Direct Mail
Direct Mail pieces were developed with locations to the closet center in order to widen the audience pool to age groups more apt to interacting with print.
Out of Home
Expanding past just digital, posters and printed materials were prepared for deployment in high-traffic areas.
Billboard
All digital ads were created with the intent of appearing in larger placements such as billboards as well.
Social Media
Overdrive crafted a series of social ads to increase awareness of CareWell as a better alternative to a trip to the ER, populating the audience’s feed with different messaging structures and creative.
