Healthy Growth in Urgent Care
Services
- Media Buying & Management
- Broadcast & Traditional Media
- Digital Media
In the urgent care industry, brand awareness is more than just good business — people who need help have to know where to find it.
WellNow Urgent Care was expanding aggressively across the Northeast and Upper Midwest and needing to drive awareness, visibility, and patient traffic. They brought Adcetera’s media planning expertise and integrated creative capabilities on board to introduce the brand in new markets and strengthen performance at existing locations.
In the first two quarters of Adcetera’s engagement as WellNow’s media AOR, the urgent care provider expanded to more than 210 locations across seven states. Our media strategy delivered:
- 75%increase in patient visits.
- 170%increase in telehealth appointments.
- 60%more efficient cost per visit (CPV).
Opportunity
Driving patient volume — in-person and online
With new locations coming online, and acquisitions such as the Physicians Immediate Care system further expanding their footprint, WellNow needed a media plan that would build patient volume at new and existing clinics while driving WellNow brand awareness and customer preference.
- Their objectives were to:
- Increase appointment volume
- Improve brand awareness
- Monitor results at the location level
- Continuously optimize performance
The Approach
Our media plans included:
Search Engine Marketing (SEM)
A hyper-focused campaign strategy, segmented by service and incorporating location-specific copy into each advertisement.
Out-of-Home (OOH)
Location-specific OOH ads were added in markets needing additional brand awareness.
Radio
Local influencers and curated voice talent introduced and promoted service lines in appropriate markets.
Nextdoor
Local communities received regular, informative reminders of when to use an urgent care center, keeping the brand and the services front-of-mind.
Television
Adcetera’s media strategy included television spots to maximize reach in areas with steep competition and large TAMs.
With locations in multiple states, in large cities and small towns, and in the suburbs between them, there was no single strategy that would deliver the necessary results.
When selecting an urgent care center, people look for convenient options close to home — and most are reluctant to drive more than seven miles. 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. Our localized approach paid dividends.
Our media plans included:
Search Engine Marketing (SEM)
A hyper-focused campaign strategy, segmented by service and incorporating location-specific copy into each advertisement.
Out-of-Home (OOH)
Location-specific OOH ads were added in markets needing additional brand awareness.
Radio
Local influencers and curated voice talent introduced and promoted service lines in appropriate markets.
Nextdoor
Local communities received regular, informative reminders of when to use an urgent care center, keeping the brand and the services front-of-mind.
Television
Adcetera’s media strategy included television spots to maximize reach in areas with steep competition and large TAMs.
Why Adcetera
Nimble teams produce the best results. Empowered by location-specific metrics, clear communication, and confident direction enabled through daily status calls, the media team was able to continuously refine the campaign to improve its performance. Operating on a custom-created dashboard comprising media performance, daily visit and appointment volumes, and ICD codes (indicating services performed), Adcetera made daily shifts to optimize determinative visit volume.
