WellNow Urgent Care

Challenge

WellNow runs more than 200 urgent care locations. At that footprint, three problems compete for the same budget. Organic visibility has to work market by market. Paid search has to convert appointment intent, not just collect clicks. And the brand has to be strong enough that people think of WellNow before they ever open a search bar.

Treating those as three separate programs is the usual approach. It's also why they tend to underperform together.

Approach

We ran SEO, paid search, and brand as one connected system. On the organic side that meant a sustained content and technical SEO effort built around local intent. On paid, we rebuilt the appointment scheduling flow around where patients were actually dropping off, then tested against it continuously.

Brand got real media weight behind an evolved positioning, and we measured the lift with incremental contribution modeling rather than assuming it worked. We also built CRM programs to improve repeat visit rate and LTV, and folded voice of customer data (Trustpilot, star ratings, NPS) into the strategy so decisions reflected what patients were reporting.

Results