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Primary Health Medical Group is a market leader for urgent health care in the Treasure Valley. With new competitors entering the market and consumer tendencies to choose a visit to the emergency room over an urgent care clinic, our work with Primary Health goes beyond brand awareness. We know we need to show the target audience, men and women age 25-45 (specifically parents), why Primary Health Urgent Care is the brand to trust in most urgent situations. In our recent campaign, we tapped into our parenting instincts to create messaging and a tactical strategy that directly impacted Primary Health’s objective to increase patient visits by 10%.

Strategy

We set out to educate the target audience on the category of urgent care, helping them understand why it’s often the better choice over that painful visit to the E.R. We highlighted the convenience, cost-effectiveness, and high quality care available. We launched with a fully-integrated media mix, including broadcast TV, broadcast radio, OTT (over-the-top) streaming TV, streaming radio, out-of-home (billboards, transit, airport), digital advertising, and social media. The digital ads performed at 3x the national industry benchmark and resulted in the record-breaking patient counts 3 consecutive years.

Results

153%
increase in website traffic
14,378,535
media impressions
Year-over-year
growth in new patients
Banner hanging in hallway with image of x-ray thumbs up and text that reads "Upgrade your urgent care"
Banner hanging in mall with image of otoscope and text that reads "Expert care for achy ears"
Banner hanging in mall with an image of a thermometer and text that reads "Open late because fevers don't do business hours."

Behind the Scenes