CVS Health × AYMI
Turning national retail-health scale into local-intent patient acquisition — booked visits, not impressions.
The brief beneath the brief.
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.
The Method, applied.
Five movements: Discovery, Strategy, Creative, Launch, Optimize. Each one feeds the next; the loop closes on Optimize and starts again on Discovery.
- 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.
- 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.
- Step 03Creative
Built a modular system that templated location-and-service-specific variants across the network from one brand frame — same-day availability, distance, and clear booking actions surfaced locally while compliant health claims stayed in register.
- 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.
- 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.
What the numbers carried.
MinuteClinic and retail-health bookings grew as spend followed local, same-day intent into stores with available capacity. Each booked visit cost less to win, and digital became a meaningful source of service revenue.
More patients came back as the booking experience routed them into ongoing care, and the local-intent engine now runs as the default retail-health acquisition model.
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Regulated by design. Where trust earns the conversion and the quarter earns the revenue.