Redefining the Physical
This work was completed with the team at One Medical in San Francisco, California.
BackgroundTraditional physical exams were falling short in meeting the needs of One Medical's members.
Surprisingly, despite the annual physical being a complimentary service, only 20–30% of our
members opted for it annually, which signaled a clear disconnect.
In response, One Medical initiated a strategic effort to redefine and personalize the annual
physical exam. Our focus expanded beyond physical health to include mental well-being,
achieved through an innovative intake form and a broader array of discussion topics.
The challenge was to reimagine the traditional physical, so we introduced the "Live Well" visit
with a new name, brand, and lifestyle-oriented appeal. Our success depended on attracting
young, healthy, and previously unengaged members.
Process
Our team meticulously crafted a refreshed, modern brand for the Live Well visit. We produced brand materials including an introductory video, paid and organic social posts, and a marketing landing page. The aim was to make the experience not only more attractive but also to address the tendency of a younger population to overlook their annual check-ups. The outcome was a redesigned annual visit experience that strengthened relationships with members and played a pivotal role in supporting their health goals.
Results