How rebranding boosted revenue by 26% for an urgent care chain

The Challenge

When the private equity firm Welsh, Carson, Anderson & Stowe acquired the Solantic chain of urgent care centers, they faced a daunting task: launching or rebranding 57 centers across Florida, Kansas, Missouri, Tennessee, and Texas. 

To succeed, they needed to craft a compelling identity that would resonate with consumers while optimizing operations for growth.

The Work

Brian’s team spearheaded the transformation, starting with a complete rebranding. They introduced the name CareSpot and developed a cohesive, consumer-friendly brand identity. Key elements included:

• A new website and app: The website and mobile app enabled consumers to locate the nearest CareSpot location, check real-time wait times, and book appointments, significantly enhancing convenience.
• Optimized facilities: Old centers were redesigned to improve aesthetics for patients and operational efficiency for staff.
• A strong communication strategy: Messaging emphasized the high-quality care and ease of access provided by CareSpot’s app, appealing to time-conscious consumers.
• Media engagement: Extensive local and national media coverage built anticipation ahead of soft and grand openings.
• Proactive crisis planning: A crisis prevention and response plan was developed to address potential issues swiftly and effectively.

The Results

The rebranding and marketing efforts yielded impressive results. CareSpot saw a 26% increase in revenue, driven by heightened consumer engagement and operational improvements. 

The success underscored the power of a well-executed marketing strategy in driving business growth.