WellNow Urgent Care
Healthy Growth in Urgent Care
In the urgent care industry, brand awareness is more than just good business. People who need help have to know where to find it — often in a hurry. As WellNow Urgent Care opened new locations and expanded into new markets, they wanted to become a familiar and trusted brand name as quickly as possible. Adcetera brought media planning expertise and integrated creative capabilities to the challenge of introducing the brand in new markets and strengthening performance at existing locations.
In 2022, WellNow Urgent Care was rapidly expanding their operations in multiple states, opening new clinics and acquiring existing ones like the Physicians Immediate Care system in the Chicago area. They needed a location-by-location media plan to build patient volume at new and existing clinics while driving WellNow brand awareness and customer preference.
Adcetera developed and deployed individually tailored plans for every WellNow Urgent Care center, including creative assets fully integrated with the media strategy and customized for each location. The campaign comprised static and video assets for social media, targeted search, direct mail and email, billboards and transit ads, and more. Location-specific metrics enabled continuous analysis and optimization.
Integrated media
Going local paid dividends. When selecting an urgent care center, people look for convenient options close to home — a destination they can find easily and reach quickly. Most patients are reluctant to drive more than seven miles. Winning in that radius required a truly integrated approach, including:
- Search engine marketing (SEM): Adcetera implemented a hyper-focused campaign strategy segmented by brand and service. We incorporated location-specific copy into each advertisement. This move bolstered click-through rate (CTR) by more than 12.8% from the preceding period.
- Out-of-home advertising (OOH): Location-specific ads were placed strategically in markets requiring further brand reinforcement. As a fully integrated agency, Adcetera was able to provide tailored billboards and other creative assets.
- Radio: Local influencers and curated voice talent were enlisted to introduce and promote service lines in appropriate markets.
- Nextdoor: Media planners targeted local communities with regular, informative reminders of when to use an urgent care center, keeping both the brand and available services front-of-mind.
- Television: Local TV commercials deliver results. Adcetera’s media strategy included television spots to maximize reach within the target demographic in areas demanding the broadest possible coverage.
Performance measurement
Accurate, up-to-date measurements drive incremental revenue. Online appointments account for much of WellNow’s business, but they were unable to match and determine the source of more than 40% of their appointment conversions.
Adcetera implemented custom code to uncover unknown appointment sources from the third-party booking website. Accordingly, our analysis indicated a stronger performance from search.
Understanding this, our team moved with surgical precision to fund campaigns demonstrating capacity for incremental growth.
Collaborative approach
Nimble teams produce the best results. Empowered and informed by clear communication and confident direction through daily status calls, the media team was able to continuously refine the campaign to improve its performance. Operating on a custom-created dashboard that populated ICD codes and daily visit volumes, Adcetera made daily shifts to optimize determinative visit volume.
In the first two quarters of Adcetera’s engagement as WellNow’s agency of record, the urgent care provider expanded to more than 110 locations across seven states. Our media strategy boosted in-person patient visits by more than 75% and telehealth visits by 170%, all at a 60% more efficient advertising cost per visit (CPV).
75%
increase in online paid patient visits.
170%
increase in telehealth appointments
60%
more efficient cost per visit (CPV)
In 2022, WellNow Urgent Care was rapidly expanding their operations in multiple states, opening new clinics and acquiring existing ones like the Physicians Immediate Care system in the Chicago area. They needed a location-by-location media plan to build patient volume at new and existing clinics while driving WellNow brand awareness and customer preference.
Adcetera developed and deployed individually tailored plans for every WellNow Urgent Care center, including creative assets fully integrated with the media strategy and customized for each location. The campaign comprised static and video assets for social media, targeted search, direct mail and email, billboards and transit ads, and more. Location-specific metrics enabled continuous analysis and optimization.
Integrated media
Going local paid dividends. When selecting an urgent care center, people look for convenient options close to home — a destination they can find easily and reach quickly. Most patients are reluctant to drive more than seven miles. Winning in that radius required a truly integrated approach, including:
- Search engine marketing (SEM): Adcetera implemented a hyper-focused campaign strategy segmented by brand and service. We incorporated location-specific copy into each advertisement. This move bolstered click-through rate (CTR) by more than 12.8% from the preceding period.
- Out-of-home advertising (OOH): Location-specific ads were placed strategically in markets requiring further brand reinforcement. As a fully integrated agency, Adcetera was able to provide tailored billboards and other creative assets.
- Radio: Local influencers and curated voice talent were enlisted to introduce and promote service lines in appropriate markets.
- Nextdoor: Media planners targeted local communities with regular, informative reminders of when to use an urgent care center, keeping both the brand and available services front-of-mind.
- Television: Local TV commercials deliver results. Adcetera’s media strategy included television spots to maximize reach within the target demographic in areas demanding the broadest possible coverage.
Performance measurement
Accurate, up-to-date measurements drive incremental revenue. Online appointments account for much of WellNow’s business, but they were unable to match and determine the source of more than 40% of their appointment conversions.
Adcetera implemented custom code to uncover unknown appointment sources from the third-party booking website. Accordingly, our analysis indicated a stronger performance from search.
Understanding this, our team moved with surgical precision to fund campaigns demonstrating capacity for incremental growth.
Collaborative approach
Nimble teams produce the best results. Empowered and informed by clear communication and confident direction through daily status calls, the media team was able to continuously refine the campaign to improve its performance. Operating on a custom-created dashboard that populated ICD codes and daily visit volumes, Adcetera made daily shifts to optimize determinative visit volume.
In the first two quarters of Adcetera’s engagement as WellNow’s agency of record, the urgent care provider expanded to more than 110 locations across seven states. Our media strategy boosted in-person patient visits by more than 75% and telehealth visits by 170%, all at a 60% more efficient advertising cost per visit (CPV).
75%
increase in online paid patient visits.
170%
increase in telehealth appointments
60%
more efficient cost per visit (CPV)
