American Well (Amwell) is a privately held telehealth company based in Boston, Massachusetts that connects patients instantly with doctors over secure video. The company provides immediate urgent care web visits for patients in 46 states. The service operates on computers, and in 2013 American Well released mobile applications for both Android and iOS operating systems. The app enables a mobile-optimized version of the same video visits.
We met Tim Ming in the early days of Lightning AI through the Liftoff Mobile Heroes program (he and our CEO Colette were on a panel together – it was excellent). That’s when we started talking about Facebook user acquisition strategies and recommendations.
Amwell started running ads on Facebook years ago. This meant that they had a lot of data – but also that they were already implementing many best practices (Tim came from Fiksu, so he definitely knew his way around a Facebook ads account).
Tim wanted to grow across the board and make sure that he was testing in a scalable, efficient and replicable manner. But his team was already using Lookalike audiences. How could they increase audiences in another way?
And because Lightning AI is automatic, Tim’s team kept managing their campaigns while Lightning AI created new campaigns and ad sets within their Facebook account. We automated data science so that marketers can focus on the creative.
Now, Lightning AI has automatically built, tested and iterated upon more than 11,000 targeting groups. No heavy lifting on Amwell’s part required. This is what we do for all our clients – some technical aspects are better solved with an AI platform – so that the people behind a product can continue doing what they do best.