award of merit
beatrice.livioco@rainforgrowth.com
Overview
CenterWell is a leading provider of healthcare services in the U.S. for seniors 65+, delivering value-based care through dedicated teams of primary care doctors, care coaches, clinical pharmacists and behavioral health specialists.
CenterWell partnered with Rain to drive qualified new patient leads and build stronger brand awareness in emerging markets. The campaign drove 57% more new patients YoY and increased contacts by 34% YoY.
The Insight
Rain initially launched CenterWell’s brand positioning platform, It’s About Time, in September 2023. The insight, derived from research and focus groups, engaged a powerful, yet simple idea around the sentiment: In today’s healthcare system, seniors often feel rushed, dismissed, and unheard.
It’s about time for a primary care provider that truly takes the time to listen, understand, answer questions, and build a personalized care plan so patients can spend more time doing what they love.
Testimonials: The Heart of the Campaign
To bring the “It’s About Time” campaign promise to life, CenterWell introduced real patient testimonials as the core creative engine of the campaign. Rather than relying on brand claims, testimonials allowed CenterWell to demonstrate its impact through lived experiences—making the message more human, credible, and emotionally resonant. This approach directly addressed another key audience insight: Seniors trust real stories more than scripted advertising.
Storytelling Through Real Voices
The campaign prioritized storytelling and emotional connection by allowing patients to speak directly to camera about their experiences with CenterWell.
Performance and focus group learnings showed testimonial-led creative delivered the highest memorability when it felt personal, sincere, and grounded in real environments.
Key creative principles included:
Following one patient throughout each spot to build continuity
Anchoring stories inside actual CenterWell centers for credibility
Tying key benefits—time, attention, quality care—directly to visuals and supers
Highlighting the welcoming, high-quality center experience, a key component of the quality of the patient experience
Audience Profile
Geography: Within 10 miles of a CenterWell Senior Primary Care Center
Demographic: Medicare beneficiaries age 65+
Mindset: Actively seeking a new primary care doctor due to changing health needs, dissatisfaction, provider departure, or life transitions
Media Plan and Activation
In Q3 and Q4 of 2025, the full-funnel campaign launched in English and Spanish.
Channels included:
Linear TV & CTV/Streaming
Paid Search
Direct Mail
Paid Social
Programmatic Display & Native
Print & OOH
Website
All channels influence the buying journey of the senior citizen target audience. Our tactics were designed to move prospects along the decision journey to become a new patient.
Our key “reasons to believe” went through testing to determine the importance and priority of different attributes. Activation tactics were then tested for audience, messaging, creative format, channels, CTA, and channel interactions and then optimized between quarters.
Results
CenterWell delivers on the campaign promises by providing a patient experience with 50% more time spent on average with your doctor and a 30% decrease in avoidable hospital admissions.
All key metrics increased year over year when observing performance from July to December 2025, when our testimonial creative launched, compared to the same period year over year.
Contacts up by 34%
Leads up by 21%
New Patients up by 57%
