Patients connect with doctors.
Amwell scales reach in the U.S.

The American Well team had extensive experience with traditional search marketing, but their existing keyword lists weren’t right for Apple Search Ads. “On other platforms, people search for general symptoms. But they go to the App Store ready to take action. They want apps that meet their specific needs,” says American Well Director of Digital Marketing Tim Ming.

Discovery campaigns with Search Match helped uncover new relevant keywords. Brand campaigns included the name of the app, the company name, and relevant partner brands (insurers, employers, retailers). Category and competitive campaigns introduced users searching for similar apps to their brand and helped the team learn about emerging competitors.

Driving a revenue-generating doctor visit is American Well’s key performance indicator. That’s why the team focuses on connecting with people who need care immediately. They see an uptick in the summer months when urgent care visits tend to rise. There’s also more interest and usage during flu season, typically spanning the last quarter of the year through the first quarter of the next one.

“Our business is highly seasonal and we prepare by actively monitoring keyword bids. Apple Search Ads helps us scale growth and delivers engaged users who convert really well. That means we are willing to increase our investment during our busiest seasons,” says Ming.

Apple Search Ads delivered new users with strong intent. In fact, users typically complete a doctor’s visit within three days of downloading the app, converting significantly faster than new users from other platforms. “Telehealth still has a long way to go. Apple Search Ads helps us build awareness and drive conversions when people are sick. It also helps us stay top of mind,” says Ming.

After all, many users can go many months, if not years, without needing the app again. Ming estimates more than half of Amwell’s downloads come from users who previously downloaded the app. That’s why the team adopted an “always on” approach to Apple Search Ads.