Increasing patient traffic & diversifying audience demands

Background

Exer Urgent Care is a leading provider of urgent care services with 30+ locations across Southern California; services include: Walk-in care, on-site lab and x-ray, prescriptions, referrals to specialists, vaccinations and COVID-19 testing.

At the offset of our partnership, Exer Urgent Care was faced with the challenge of adapting its marketing strategy to ensure business growth, sustainability and measurement at the clinic level. The task was complex due to the diverse solutions Exer Urgent Care offers, and the nature of their service – urgent care, which is typically not sought after unless there’s an immediate need.

Mission

Our mission was to elevate Exer Urgent Care’s visibility and drive new patient acquisition, positioning the brand as the top choice for urgent care services. This involved enhancing brand awareness, developing intelligent marketing strategies using proxy metrics for success, and understanding and responding to the diverse needs of the audience, including families, condition-specific patients, and emergency cases.

Results

Our strategy focused on implementing high-impact tactics designed to maximize visibility. We targeted potential patients within a reasonable distance from a clinic location, taking into account the brand’s competitive positioning and using micro signals for effectiveness measurement. Our diverse methods encouraged brand interaction through various platforms, like website visits, location finding, virtual care appointments, and newsletter subscriptions.

Driving patient acquisition and business growth in post-pandemic healthcare

Our mission was to increase visibility and drive new patient acquisition with an emphasis on sustainable, long term growth. We aimed to ensure that when a customer was in need, our client was either their go-to choice or at least part of their consideration set.

Due to the nature of the service, we recognized that we wouldn’t be the final driver of action always. Hence, it was crucial to intelligently select proxy metrics and indicators of success. Our strategy needed to revolve around understanding the client’s data, audience behaviors, brand positioning, and marketing investments’ outcomes.

• High-Impact Exposure Tactics: We aimed for high visibility, targeting individuals within a reasonable distance from clinic locations.
• Brand Positioning Analysis: Comparing Exer Urgent Care to competitors like general practitioners, emergency rooms, and other urgent cares, we refined our strategy to highlight Exer’s unique offerings.
• Micro Signal Utilization: We used website visits, location finder usage, virtual care sign-ups, and other metrics to measure brand familiarity and likelihood of consideration.
• Media Mix Modeling Integration: By incorporating media modeling, we correlated marketing investments with offline patient revenue and lifetime value, using the Keen platform to demonstrate significant returns on investment.

Strategically positioning Exer Urgent Care for success through high-impact tactics, advanced metrics integration, and profound understanding of customer journeys

When it came to tactics, we aimed for high impact, high visibility exposure, targeting individuals within a reasonable distance from a clinic location. By understanding the brand’s position amongst its competitors, we tailored our strategy at a macro level and used micro signals to gauge effectiveness. Through various methods, we drove people to interact with the brand, whether by visiting the website, finding a location, signing up for virtual care appointments, or subscribing to the newsletter.

One of our biggest wins was integrating offline metrics with our approach. We used the Keen platform to tie back investments to revenue from an offline patient perspective and calculate the lifetime value of that patient.

Our collaboration with Keen helped significantly in this aspect. The models created through this partnership showed that our marketing strategies drove incremental revenue at a significant rate.

According to the Keen model, our efforts returned an approximate 8x return on lifetime value, providing invaluable insights and success metrics for our client.

Despite the initial challenge of working with a sophisticated client with a complex user journey, we managed to craft a successful strategy that drove tangible, impactful results for the client, thereby contributing significantly to their growth in a difficult business climate.

Our year-end efforts culminated in notable successes for Exer Urgent Care, with the campaign generating more than 10,000 new patient acquisitions and boosting online engagement by 23%. Utilizing custom dashboards, we effectively identified high-performing campaign areas, which facilitated the optimization of ad spend and overall campaign enhancement.