MedRite becomes an urgent care contender with creative marketing
What do you do when you're new on the block with many competitors?
You get outside your urgent care center and introduce yourself; that's what!
MedRite hit the streets with grand openings, creative advertising, and experiential marketing campaigns.
The grand openings included the usual ribbon cutting and balloon sculptures.
Although, what made a difference for the brand was one-on-one engagement with people walking by their urgent care center.
Street marketing teams engaged thousands of people each day with health services conversations, gift bags, and incentives to book their first appointment.
Outreach to potential customers continued outside of the grand openings; the urgent care centers deployed sidewalk cart marketing team.
In addition to building brand awareness, the top marketing goal is to gather people's information as a first step to creating an ongoing relationship.
Here's the strategy to attain this KPI - greet people with a small complimentary swag (e.g., tissue packets, hand sanitizer, etc.), and then once the conversation is started, follow-up with a larger offer (e.g. Covid test, chicken soup, etc.) when they sign-up for the urgent care newsletter.
This conversational, step-by-step marketing strategy produced 100+ newsletter sign-ups each day.
The urgent care newsletter provided people with healthcare reminders, center offers, and, most importantly, on ongoing connection with the brand.
Why this urgent care center marketing strategy made sense?
1.) When you open up shop in a neighborhood, introducing yourself is necessary
2.) Starting the relationship with giving is the nice thing to do, plus the reciprocity principle kicks-in
3.) Community outreach creates goodwill and ongoing relationships
4.) Newsletter sign-ups are the easiest way to gather people's first-party data
Will this approach work if your urgent care center is located in the suburbs? Yes, with a few tweaks. Activate at local community festivals and happenings with a similar approach. And, if your urgent care center is located in a strip mall, ask your property manager about the possibility of activating at nearby shops.
And, if your urgent care center needs a lift, reach out with your goals!