Integrated Marketing Meets a Critical Need for Urgent Care Provider
Challenge: An urgent
care provider changed its name and needed to inform current and former patients
within each of its 14 citywide service areas. Having lost confidence in her previous
advertising agency, the marketing director contacted us for help with the
rebranding efforts.
Solution: First,
using our data services capabilities, we obtained an appropriate and targeted
mailing list for a direct mail campaign. Then, we designed and mailed
an80,000-piece postcard informing recipients of the name change. This mailing
was timed to occur after the 14 locations received their newly rebranded
materials, comprised of business cards, letterhead, envelopes, brochures,
pocket folders and notecards.
We also created and
delivered new corporate signage and 14 sets of at-store signs promoting flu
shots and physical exams. To accommodate the company’s ongoing need for rapid
content changes and print production, we created an online storefront for the
client so that each location could order their own materials online as needed
in the future.
Results: The number
of returning and walk -in patients
coming in after the rebranding easily exceeded their projections. The urgent
care group credited this to the proficiency with which we designed, executed and
managed the fast-paced initiative, along with the speed and convenience of the
online storefront portal. Initially only
five locations were given access to the online portal but, as a result of this
success, the remaining urgent care locations were given access to the online
storefront site for placing their own orders