Redefining the Physical

This work was completed with the amazing talent at One Medical in San Francisco, California. The team consisted of Chris Peel, Robyn Hoke, Graham Paterson and Bineshii Hermes-Roach.

Traditional physical exams were falling short in meeting the needs of One Medical's members. Surprisingly, despite the annual physical being a complimentary service, only 20–30% of our members opted for it annually, which signaled a clear disconnect.

In response, One Medical initiated a strategic effort to redefine and personalize the annual physical exam. Our focus expanded beyond physical health to include mental well-being, achieved through an innovative intake form and a broader array of discussion topics.

The challenge was to reimagine the traditional physical, so we introduced the "Live Well" visit with a new name, brand, and lifestyle-oriented appeal. Our success depended on attracting young, healthy, and previously unengaged members.

Our team meticulously crafted a refreshed, modern brand for the Live Well visit. We produced brand materials including an introductory video, paid and organic social posts, and a marketing landing page. The aim was to make the experience not only more attractive but also to address the tendency of a younger population to overlook their annual check-ups. The outcome was a redesigned annual visit experience that strengthened relationships with members and played a pivotal role in supporting their health goals.

In its first year, the Live Well campaign led to an 18% increase in members opting for this revamped annual visit experience, and it continues to be successful today. This transformative initiative achieved our goal of bridging the engagement gap and positioning One Medical as an industry leader in personalized, holistic healthcare experiences.