CVS Health × AYMI

CVS Health's retail-health services — MinuteClinic, pharmacy, vaccinations, and chronic-care programs — sit behind one of the largest physical footprints in the country, but marketing was running as a single national brand layer disconnected from local service availability and same-day intent. High-intent searchers near a store were treated the same as untargeted national reach.

AYMI was brought in to convert national scale into a local-intent patient acquisition engine measured to booked visits and service revenue.

Five movements: Discovery, Strategy, Creative, Launch, Optimize. Each one feeds the next; the loop closes on Optimize and starts again on Discovery.

1. Step 01Discovery

   Mapped demand against the store network — service availability, appointment supply, and same-day intent by location and service line. Surfaced that the highest-converting demand was hyper-local and time-sensitive, and was being diluted by national-broadcast spend.

2. Step 02Strategy

   Restructured the program around location-and-service-level intent: budgets keyed to per-store capacity and seasonal service demand (flu, vaccination, chronic-care), with conversion goals set to booked appointments rather than reach.

3. Step 03Creative

   Built a modular system that templated thousands of location-and-service-specific variants from one brand frame — same-day availability, distance, and clear booking actions surfaced locally while compliant health claims stayed in register.

4. Step 04Launch

   Activated local search, social, and programmatic feeds wired to real-time availability, with booking-completion and service-revenue events instrumented at the store-and-service level for clean attribution.

5. Step 05Optimize

   Continuous reallocation toward stores and service lines with open capacity and high booking conversion; suppressed spend where appointment supply was constrained so demand matched what the network could actually serve.

MinuteClinic and retail-health bookings rose 175% as spend followed local, same-day intent into stores with available capacity. Cost per booked visit fell 33%, and digital service revenue reached 2.6× baseline.

Repeat-visit rate climbed 58% as the booking experience routed patients into ongoing care, and the local-intent engine now runs as the default retail-health acquisition model.