3 Must-Haves for Effective Urgent Care Marketing Campaigns in 2021

by | Mar 16, 2021 | Service Line Growth

With more consumers turning to urgent care as an alternative to the ER—and even primary care—here are three keys to finding, engaging and converting patients as part of an effective urgent care marketing strategy.

As the health­care indus­try con­tin­ues to change and respond to dras­tic shifts, urgent care has become a health­care option of choice for peo­ple who want a more con­ve­nient, acces­si­ble and afford­able alter­na­tive to the tra­di­tion­al deliv­ery sys­tem. This is espe­cial­ly true among mil­len­ni­als, who are less tol­er­ant of long wait times and pre­fer on-demand care to sched­uled appoint­ments, as well as Gen X‑ers seek­ing care after work hours.

At the same time, com­pe­ti­tion is increas­ing as low-cost retail clin­ics expand and tele­health com­pa­nies offer on-demand urgent care along with vir­tu­al vis­its for pri­ma­ry and spe­cial­ty care.

These dynam­ics cre­ate both chal­lenges and oppor­tu­ni­ties for mar­keters charged with dri­ving vol­ume to urgent care ser­vices. And while it’s tempt­ing to chase trends like voice search and geofenc­ing to engage patients in the mod­ern era, the most effec­tive urgent care mar­ket­ing cam­paigns start with a strate­gic plan that involves data, inte­gra­tion and measurement.

As an urgent care provider or hos­pi­tal sys­tem seek­ing to grow this ser­vice line, here are proven urgent care mar­ket­ing cam­paign strate­gies that mod­ern mar­keters are deploy­ing to increase patient volumes.

Modern Urgent Care Marketing Is Data-Driven

Ide­al­ly, any mar­ket­ing cam­paign starts with iden­ti­fy­ing the per­fect prospects. Rather than send­ing your facility’s mes­sage out en masse to a geo­graph­i­cal area and see­ing what sticks, you can use demo­graph­ics like age, gen­der, income, self-report­ed con­di­tions, pur­chase behav­ior (e.g., OTC med­ica­tions), and oth­er vari­ables to tai­lor your mar­ket­ing for prospects who are most like­ly to need urgent care services.

You want your urgent care cam­paign to reach the right audi­ence with the right mes­sage, through the right chan­nel, at the right time. By lever­ag­ing demo­graph­ic data along with self-report­ed health con­di­tions, com­mer­cial pay­er propen­si­ty and oth­er rel­e­vant data sets, mod­ern mar­keters have the tools to iden­ti­fy the best prospects down to the indi­vid­ual mailbox.

This data-dri­ven approach is essen­tial to engage prospects who have no pri­or rela­tion­ship with your organization.

Modern Urgent Care Marketing Is Highly Integrated

For urgent care providers with mul­ti­ple loca­tions, mar­ket lead­ers devel­op inte­grat­ed cam­paigns that fea­ture local con­tent while pro­mot­ing ser­vice lines, such as school and sports phys­i­cals, year­ly phys­i­cals, flu shots, well­ness care and fam­i­ly care.

By incor­po­rat­ing mul­ti­ple com­mu­ni­ca­tion channels—print, dig­i­tal and social—an urgent care mar­ket­ing cam­paign can reach a wider audi­ence with mes­sag­ing around access, con­ve­nience, cost and cre­at­ing a seam­less path to conversion.

To acquire new patients, online and offline tac­tics can be com­bined to cre­ate a con­ver­sion path for urgent care ser­vices. Here’s how you can meet your prospects where they are and move them from aware­ness to action:

To cre­ate aware­ness, tar­get prospects through dig­i­tal adver­tis­ing and direct mail cam­paigns that pro­mote quick, con­ve­nient care for sea­son­al and urgent health issues. Also, social posts and search opti­mized blog con­tent should answer com­mon ques­tions and guide con­sumers on how to rec­og­nize symp­toms that can ben­e­fit from urgent care.

To cre­ate engage­ment and con­ver­sion, dri­ve prospects gen­er­at­ed via search and direct out­reach to a land­ing page with addi­tion­al infor­ma­tion and oppor­tu­ni­ties to take the next best step. Here, encour­age prospects to down­load a guide, com­plete an assess­ment or sched­ule an appoint­ment depend­ing on where they are in the deci­sion cycle.

Modern Urgent Care Marketing Is Measurable

Most impor­tant­ly, mod­ern mar­keters must be able to show a return for every dol­lar spent on mar­ket­ing. For urgent care mar­ket­ing cam­paigns, paid search and SEO yield a high ROI when tar­get­ed based on key­word analy­sis that allows you to out­smart vs. out­spend the competition.

Depend­ing on your goals, cam­paign report­ing can include lead­ing indi­ca­tors like form con­ver­sions and patient guide down­loads through to down­stream rev­enue as tan­gi­ble proof that your cam­paign was worth the investment.

Let’s Grow Your Urgent Care Volume

True North Cus­tom part­ners with urgent care providers to iden­ti­fy and con­vert their ide­al patients and prospects. Our team of strat­e­gy and cre­ative experts is involved at every stage, from idea gen­er­a­tion and con­tent devel­op­ment to dis­tri­b­u­tion, mea­sure­ment and optimization.

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