CareWell is an urgent care system with 17 clinics and counting in Massachusetts and Rhode Island. While their reach is expansive, in 2015 they faced a very competitive market. For example, a Google search showed 17 competing urgent care clinics within five miles of its Cambridge, MA location. CareWell launched a growth strategy to expand its footprint and market share by adding more locations but needed a better way to stand out.
As CareWell executed a growth strategy that included adding more locations, it also needed to give patients a tangible reason to make CareWell their destination of choice. In 2015 they turned to ER Express because the online patient scheduling tool, Check-in Express, offered a great market differentiator as well as a more convenient way to access the urgent care.
David Low, CareWell’s Director of Sales & Marketing, made online booking a key call to action for his digital campaigns. Letting patients choose their arrival time and skip the line delivered an experience more convenient than competing clinics where patients had to walk in and sit in the lobby.
All parts of CareWell’s website delivered a fast, mobile-friendly experience, including the online booking plug-in. Unlike other vendors, ER Express did not require a “powered by” label, nor did it redirect patients to a third party website — everything happened on the CareWell site, giving David complete control over the user experience.
CareWell capitalized on its 17 locations — it gave patients more choices than all of its competitors. By showing the first available time for all 17 locations on a single page, patients could ‘comparison shop’ across all the urgent care clinics.