Future-proofing a telehealth provider by doubling down on immediacy
The pandemic brought a boom in virtual care usage for MDLIVE, with subsequent drop in the months that followed. MDLIVE needed to future-proof – reclaim high usage without the tailwinds of COVID-19.
While urgent care clinics promised speed, MDLIVE is immediate. That’s future proof. Because once people experience “now,” there’s no going back. So we went all-in on a segment of their user base who demand immediacy in every aspect of their lives: Driven Millennials.
Leading with the promise of “now. that’s better.” we tapped right into the Driven Millennial mindset, transforming MDLIVE with a fresh look and immediacy-driven voice. This was paired with a media plan that hit their screens during triggered moments of need – searching symptoms, looking for urgent care locations, or when seasonal conditions indexed high.
Within a few months of launch, MDLIVE’s utilization surged back to peak pandemic levels – setting us up for success for cold and flu season, the biggest season for virtual care.
With a focused high-value audience, creative that cut through category noise, and a media plan that met members at the moment of need, MDLIVE found the future-proof strategy they needed to gain and maintain momentum.