How MDLIVE lured millennials back to telehealth care

Like many other telehealth providers, MDLIVE saw its utilization spike during the COVID-19 pandemic. Over time, however, many patients returned to in-person care. See all of the Healthcare Marketing Impact Awards winners here MDLIVE, together with agency Partners + Napier, aimed to highlight the convenience of virtual care for “driven millennials”— members of the population who are comfortable with technology and seek immediacy. After first launching the campaign in the spring of 2021, the companies reignited the messaging in 2023. They used a custom survey and proprietary data sources to create an algorithm that sorted designated market areas into groups, serving the highest-priority audiences with targeted messaging across multiple channels while limiting campaigns in lower-priority markets. The intent, according to the agency, was to use its budget efficiently to focus on those with the greatest potential ability to access care. Updated creative focused on relatable, strategically timed predicaments such as whether potential cold symptoms are enough to cancel a holiday party, emphasizing the speed of diagnosis and necessary treatment for those on the go. The refreshed campaign, which won bronze among providers and insurers for Creative Data Campaign of the Year, helped MDLIVE increase its visits by 19% in 2023 compared with the previous year, according to the agency. It also boosted awareness in the highest-priority markets, the agency said. See all of the Healthcare Marketing Impact Awards winners here

How MDLIVE lured millennials back to telehealth care

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