Runny noses. UTIs. Paring knife accidents. Urgent care lives for those low-key “oh no!”s. You know, the human-error moments people avoid thinking about until they absolutely, negatively have to. For Primary Health, staying top-of-mind in this critical time is key to getting new patients in the door. That’s exactly what this unmissable campaign set out to do.
The business situation
People don’t think about urgent care until they need it.
Urgent care often gets overlooked or confused with the ER. The healthcare landscape is crowded, and if a concern is pressing, people default to the option with “emergency” right in the name. This campaign needed to educate the audience on what “urgent” really covers — and make people think of Primary Health when it counts.
The insight that drove the work
Highlight the non-emergency emergencies that matter to patients.
This Primary Health campaign puts several exclamation points on the everyday realities of healthcare by taking the perspective of urgent care providers — and turning their enthusiasm up to 11. They’re not in it for the complex medical anomalies or heroic feats of surgery. What really gets them going? The not-too-serious maladies and mishaps. Because if it matters to you, it matters to them. From a case of the sniffles to an itch that won’t quit, we leaned into humor and relatability to make urgent care approachable, memorable, and the obvious first choice.
The impact
Turning heads and ramping up patient turnout.
You can’t miss this campaign. Dare you to scroll past a social post or drive by a billboard without doing a double take (just avoid a subsequent urgent care stop for whiplash). The campaign is still running, but in the first six months it reached 88.7% of the target audience and drove an 11% increase in site traffic, cementing Primary Health’s role as the go-to urgent care provider in the Treasure Valley.
Radio
Behind the Scenes
