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.
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.
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A hyper-focused campaign strategy, segmented by service and incorporating location-specific copy into each advertisement.
Location-specific OOH ads were added in markets needing additional brand awareness.
Local influencers and curated voice talent introduced and promoted service lines in appropriate markets.
Local communities received regular, informative reminders of when to use an urgent care center, keeping the brand and the services front-of-mind.
Adcetera’s media strategy included television spots to maximize reach in areas with steep competition and large TAMs.
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.
