Case Study: Baptist Health South Florida achieves scalable, consumer-focused direct-to-consumer telehealth growth with Amwell

Baptist Health South Florida’s Guide to Growing its Direct-to-Consumer Telehealth Strategy

Baptist Health South Florida, the largest healthcare system in southern Florida with 11 hospitals, 23,000 employees and more than 4,000 physicians, wanted to shift from provider-driven to consumer-driven care by launching a direct-to-consumer telehealth program. In 2016 it rolled out Baptist Care On Demand to address long wait times, convenience and cost concerns, and partnered with Amwell—initially staffing the service with Amwell Medical Group to deliver 24/7/365 virtual care.

Amwell supported Baptist Health by supplying clinicians through Amwell Medical Group and collaborating via Amwell’s Engagement Services on marketing and growth tactics. The combined approach expanded services (urgent care, psychiatry, breastfeeding support, specialty clinics), drove large spikes in use during events like Hurricane Irma, and produced measurable growth—reported as 380% year-over-year—while enabling broader enterprise rollout and a shift toward a hybrid staffing model with more local Baptist clinicians.

Baptist Health South Florida

David Mishkin

Medical Director for Care On Demand