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Growth Through Purpose ™
Growth Through Purpose ™

Exer Urgent Care:

How Purpose Takes Retail Healthcare to the Next Level

Exer Urgent Care was created to bring emergency medicine directly into more communities while easing the strain on local emergency departments. The company was also wanting to refresh its brand, stepping out of the sea of sameness that is typical in healthcare, as it expanded its footprint and sought to transform the role that urgent care plays in the industry ecosystem. Ultimately, Exer aimed to play a leadership role in retail healthcare and empower patients, team members, and community stakeholders to embrace what Exer stands for by owning the connection between convenient, accessible healthcare and a succinct and well-articulated higher brand purpose. 

Through a deeply immersive and collaborative working process, an opportunity emerged: Exer could evolve the category by consistently upgrading the experience of episodic care. Exer’s purpose, “To heal people, strengthen communities, and advance healthcare,” was brought to life across all touchpoints through the brand story, “Let’s get you better.” This informed an entirely new brand identity and logo which exemplifies the modern, accessible, and consistent role Exer plays in the community. Today, Exer stands out from other urgent cares in the category, while showing up as people-centered, premium, and forward-thinking. 

Exer is Southern California’s fastest-growing urgent care provider, opening its 31st location in Oxnard in December 2022. Its clinics are able to treat 80 percent of the cases seen in emergency rooms at a more affordable rate while freeing up resources for the overall emergency medical system. Its purpose rallies its various teams around a collective, people-centered approach that continues to find new ways to enhance the experience for caregivers and patients.  


“We First was an invaluable partner at a critical inflection point for the company. With ambitious growth goals in mind, they partnered to effectively define a new brand strategy, refreshed identity, and communications rollout that would engage and inspire our employees, patients, and communities alike. The process was a pleasure and the result was a great success helping us to accelerate our expansion, win stakeholders’ support, stand out from competitors, and truly serve the communities we work in.”