Through 2023 and 2024, carewell.com softly began a rebrand and redesign to improve customer experience and engagement. The audience skews older, so accessibility and simplicity are paramount.
Above are examples of video content, for use in both advertising and education.
Carewell likes to test different versions of direct mail. Most recently a tri-fold was tested against a four-fold. Both performed well with the slight edge to the four panel option.
Carewell took a step into the private label space over the past year. For launch, a multi-channel campaign was utilized to drive traffic, resulting in nearly 2% of customers purchasing in the first month. The brand may pursue further products in the incontinence and personal care products space.
Educational content for external and internal use are key at Carewell. Buying guides assist customers in decision-making, especially helpful for those new to caregiving. Internally, 'one sheets' are used by the merchandising team at trade shows and similar scenarios.
Email campaigns are key to driving Autoship enrollment, rolling out new campaigns or products, and driving engagement with both retail and educational content. The last image is an example of old branding that was deemed to have an inadequate look and feel.
