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.