Express Care
In 2015, Providence launched an on-demand model of care for consumers. With strong brand loyalty and deep roots in the community, Providence was uniquely positioned to offer same-day services for minor health issues - with the benefit of being an established and trusted healthcare provider.
Providence also seized on the opportunity to partner with another company invested in the community’s health: Walgreens.
Thus was born Express Care, and Express Care at Walgreens.
The goal was to make this on-demand model under the Providence brand - and later under the Swedish and Kadlec brands - the go-to way to get fast, affordable care from knowledgeable health professionals.
The focus was ease: same-day scheduling and appointments, evening and weekend hours, and virtual visits - now a ubiquitous part of the consumer care experience.
Express Care began as a select few clinics in Oregon, both as standalone and embedded in Walgreens, and has grown to include hundreds of clinics throughout Washington, California and Montana, including one in the Portland International Airport.
About the creative
We sought to capture the DIY culture around health and how, sometimes, it’s simply not enough to act as your own medical professional at home. Humor, playfulness and a very distinct and recognizable design made the When You Need More campaign a breakthrough in the market.
The creative in the Closer campaign continued in that same tradition, looking to edge out of expected healthcare imagery and approach, and land with something a little more close-up on the uncomfortable.
Initial Paid Media Campaign: When You Need More
