As a full-service health care system in a highly competitive market, ETMC wanted to find a way to serve patients in ways the competition was not.
ETMC found that limited options for urgent care on the weekends were leading to crowding of available services. In response, ETMC began offering Sunday hours for ETMC Urgent Care at South Broadway, a location that is located in a fast-growing area.
- Social Media: We created a handful of posts that featured images of the South Broadway location and targeted them to users within a 10 mile radius. The messaging also was dynamic so users saw different ads during the week than the weekend.
- Digital Display: We used digital ads –placed programmatically and geotargeted for a 10-mile radius around the location – as mobile billboards because the message was simple and focused on building awareness for new Sunday hours.
- Search Engine Marketing: Ads were geotargeted for a 20-mile radius around the location. The goal was to capture the market of those searching for urgent care services and provide that information on-demand.
- Digital Outdoor: We designed and placed five outdoor board locations and rotated two different messages (“Open 7 days a week” and “Now open Sundays”) to help ensure ETMC Urgent Care at South Broadway is top of mind as both the urgent care location that is open every day and to build awareness of new Sunday hours.
The advertising worked from day one – on the first Sunday of operation, the average number of patients per hour of operation was in the top 5%, and numbers continue to indicate that consumers need Sunday urgent care hours at a rate equal to or higher than weekdays.