With more than <\/span>14,000 Urgent Care centers in the US<\/span><\/a>, it\u2019s clear that urgent care centers play a vital role in providing immediate medical attention.\u00a0<\/span><\/p>\n Thanks to the findings from our research study, <\/span>Checking the Pulse of Today\u2019s Healthcare <\/span><\/i>Consumer<\/span><\/a>, we know that patients are returning to in-person care over telehealth, and Urgent Care centers are preferred over primary care by 22% of those surveyed.\u00a0<\/span><\/p>\n While this is all excellent news for Urgent Care centers, there are challenges marketers are currently facing. For example, retailers like Walmart and Walgreens plan to expand their footprint of in-store clinics, which offer various services, including primary, specialty, and urgent care.\u00a0<\/span><\/p>\n Additionally, <\/span>Checking the Pulse of Today\u2019s Healthcare Consumer<\/span><\/i><\/a> found that less than half of patients understand the difference between their local hospitals. Therefore, it\u2019s safe to assume the same knowledge gap exists for local Urgent Care centers.\u00a0<\/span><\/p>\n Luckily, there is a remedy. A well-executed urgent care marketing campaign can make all the difference in attracting new and returning patients and make them say \u201cah.\u201d\u00a0\u00a0<\/span><\/p>\n Marketing is a powerful tool for urgent care centers, offering a range of benefits that contribute to their success. These include:<\/span><\/p>\n Build Brand Awareness: <\/b>Effective marketing helps create brand recognition and brand fame<\/a>, making your urgent care facility the go-to choice for those seeking immediate medical assistance.<\/span><\/p>\n Drive Loyalty: <\/b>Will existing patients continue to choose your center for their healthcare needs? Marketing can reinforce the positive experiences that patients have had with your center and increase word-of-mouth marketing and referrals to friends and family.\u00a0<\/span><\/p>\n Build Credibility: <\/b>In the healthcare industry, credibility is paramount. Marketing strategies should build trust and confidence in your urgent care practice, emphasizing service quality and leveraging good community partners\/channels\/platforms to reinforce this sense of trust.<\/span><\/p>\n Recruiting:<\/b> To win back these patients who may now visit a local Walmart instead of your facility, Urgent Care centers must communicate the remedies to patients\u2019 pain points with effective advertising. Additionally, advertising can be used as a recruiting tool to bring new caregivers into the system.<\/span><\/p>\n Marketing for urgent care centers requires a strategic approach to reach the right audience promptly. Remember to comply with healthcare advertising regulations and maintain a professional image in all your marketing materials. Here are some tips for effective urgent care marketing campaigns:<\/span><\/p>\n Understanding your local demographics is critical. For example, recent studies show <\/span>26.5%<\/span><\/a> of those 18 and older visited an urgent care center in the past year. Additionally, <\/span>about 1 out of 4 millennials<\/span><\/a> haven\u2019t visited a primary care physician in 5+ years, and many cite convenience as a significant obstacle.<\/span><\/p>\n So what? Targeting specific <\/span>persona profiles,<\/span><\/a> such as <\/span>millennials<\/span><\/a>, can be particularly effective, considering their preference for convenient healthcare options, as shown in <\/span>Checking the Pulse of Today\u2019s Healthcare <\/span><\/i>Consumer<\/span><\/em><\/a>.\u00a0<\/span><\/p>\n Checking the Pulse of Today\u2019s Healthcare Consume<\/span><\/i>r<\/span><\/a> found that local news channels are a vital way for communities to receive patient education, and 60% of consumers who get health information from local news trust brands that advertise in its content. These stations have earned the trust of their viewers to amplify \u200byour message at scale.<\/span><\/p>\n According to <\/span>Checking the Pulse of Today\u2019s Healthcare Consumer<\/span><\/i><\/a>, many consumers struggle to differentiate hospitals locally. Highlighting your differentiators is crucial in a competitive market. Stand out by emphasizing unique aspects of your urgent care facility, whether specialized services, convenient hours, or a patient-centric approach.<\/span><\/p>\n Despite having health insurance, healthcare costs remain high. <\/span>Insider Intelligence revealed<\/span><\/a> that the cost of emergency room services is approximately ten times higher than that of urgent care facilities. The connection between elevated expenses and insurance uncertainty is a legitimate worry. Solutions such as promoting billing transparency or providing accessible payment plans can address these concerns. Emphasize the cost-effectiveness of urgent care over emergency room visits in your campaign, citing studies that demonstrate urgent care facilities are around ten times more economical.<\/span><\/p>\n Emphasize the importance of in-person care, showcasing the personalized attention and immediate assistance patients can expect when choosing your urgent care center. According to <\/span>Checking the Pulse of Today\u2019s Healthcare Consumer<\/span><\/i><\/a>, you\u2019ll also want to address concerns about wait times and being fully staffed, as this is a significant pain point and a reason patients put off making appointments<\/span>.<\/b><\/p>\n Local news channels are vital for communities to receive patient education, as 55% of consumers learn about the latest health information from their local news station. Additionally, 60% of consumers who get health information from local news trust brands that advertise in its content. These stations have earned the trust of their viewers and can amplify a hospital\u2019s message at scale through the <\/span>halo effect.<\/span><\/a><\/p>\n For example, Methodist Healthcare in San Antonio partnered with KENS5 to help get the word out about the regional healthcare network\u2019s community initiatives \u2013 and the campaign was a success. <\/span>Watch as Mike Malo, former VP of Marketing for Methodist Healthcare, tells us more about his relationship with TEGNA\u2019s KENS5.<\/span><\/a><\/p>\nThe Benefits of Marketing for Urgent Care Centers<\/b><\/h2>\n
Tips for Urgent Care Marketing Campaign<\/b>s<\/span><\/h2>\n
1. Research Your Audience<\/b><\/h3>\n
2. Focus on Local Advertising Channels<\/b><\/h3>\n
3. Differentiate Your Urgent Care Practice<\/b><\/h3>\n
4. Focus on the Benefits<\/b><\/h3>\n
5. Focus on In-Person Care<\/b><\/h3>\n
6. Partner with Local News to Benefit from the Halo Effect<\/b><\/h3>\n