Capital Investment | New Product

Client: BellinHealth

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Strategic Decision: Should BellinHealth create a branded walk-in clinic to compete with the fast-growing MinuteClinics?

 

Decision Intelligence: The unmet demand for a walk-in clinic in Northeast Wisconsin was very strong. Additionally, the credibility of the walk-in clinic being connected to the BellinHealth brand dramatically increased projected traffic rates.

 

Outcome: Initially, the BellinHealth board viewed the retail walk-in clinic model as a competitor to Bellin’s traditional Urgent Care clinics despite the insights showing patients did not view them as competitive alternatives. At the same time, the study  revealed that Aurora Healthcare, a new competitor in the Northeast Wisconsin market, was already testing its own version of the retail walk-in clinic and Bellin would have to act fast to be first in the market. The board quickly agreed to partner with ShopKo, a strong regional big box department store that already featured a strong optical department. The result was a remarkably fast-growing business that to date remains the most profitable business unit within BellinHealth.