8 Tips for Urgent Care Marketing Campaigns

An Overview of Urgent Care Marketing

With more than 14,000 Urgent Care centers in the US, it’s clear that urgent care centers play a vital role in providing immediate medical attention. 

Thanks to the findings from our research study, Checking the Pulse of Today’s Healthcare Consumer, 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. 

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. 

Additionally, Checking the Pulse of Today’s Healthcare Consumer found that less than half of patients understand the difference between their local hospitals. Therefore, it’s safe to assume the same knowledge gap exists for local Urgent Care centers. 

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 “ah.”  

The Benefits of Marketing for Urgent Care Centers

Marketing is a powerful tool for urgent care centers, offering a range of benefits that contribute to their success. These include:

Build Brand Awareness: Effective marketing helps create brand recognition and brand fame, making your urgent care facility the go-to choice for those seeking immediate medical assistance.

Drive Loyalty: 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. 

Build Credibility: 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.

Recruiting: 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’ pain points with effective advertising. Additionally, advertising can be used as a recruiting tool to bring new caregivers into the system.

Tips for Urgent Care Marketing Campaigns

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:

1. Research Your Audience

Understanding your local demographics is critical. For example, recent studies show 26.5% of those 18 and older visited an urgent care center in the past year. Additionally, about 1 out of 4 millennials haven’t visited a primary care physician in 5+ years, and many cite convenience as a significant obstacle.

So what? Targeting specific persona profiles, such as millennials, can be particularly effective, considering their preference for convenient healthcare options, as shown in Checking the Pulse of Today’s Healthcare Consumer. 

2. Focus on Local Advertising Channels

Checking the Pulse of Today’s Healthcare Consumer 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 ​your message at scale.

3. Differentiate Your Urgent Care Practice

According to Checking the Pulse of Today’s Healthcare Consumer, 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.

4. Focus on the Benefits

Despite having health insurance, healthcare costs remain high. Insider Intelligence revealed 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.

5. Focus on In-Person Care

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 Checking the Pulse of Today’s Healthcare Consumer, you’ll 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.

6. Partner with Local News to Benefit from the Halo Effect

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’s message at scale through the halo effect.

For example, Methodist Healthcare in San Antonio partnered with KENS5 to help get the word out about the regional healthcare network’s community initiatives – and the campaign was a success. Watch as Mike Malo, former VP of Marketing for Methodist Healthcare, tells us more about his relationship with TEGNA’s KENS5.

7. Combine TV and Digital Channels

Marketers often feel overwhelmed when selecting the most suitable channel for their strategies. Striking a balance between getting the best value for your investment and ensuring a significant return can be challenging. 

The dilemma often revolves around choices such as opting for broadcast TV or digital platforms. However, adopting an “either/or” mindset may not yield the optimal return or success. Integrate your marketing efforts across TV and digital channels for a comprehensive approach. Utilize the visual impact of television alongside the targeted reach of digital platforms.

8. Incentivize Patient Reviews

Positive testimonials can be a powerful marketing tool, influencing potential patients’ decisions. Don’t be shy. Encourage satisfied patients to leave positive reviews online, take a survey, or complete a poll to help you create a better user experience. You can understand your customers better with this data and update your persona profiles.

Examples of Successful Healthcare Ads

Explore real-world success stories of TEGNA customers, focusing on the achievements of urgent care facilities. Learn from their strategies and outcomes to refine your marketing approach.

Why it Works: Immediate Care in New York partnered with local news station WGRZ to promote its new locations and its messaging of safe, quick, high-quality care and affordable costs – all pain points that today’s healthcare consumers are concerned about. 

Moving Forward with Your Urgent Care Marketing Campaign

Large audiences, trustworthy content to align with, high recall, emotional connections, extended reach, and opportunities to create more than just a regular commercial are just a few of the factors that make TV advertising so effective. 

Advertising, especially alongside trusted local news broadcasts, reaffirms a brand’s place in the community and showcases your brand’s trustworthiness with the right frequency and exposure to target audiences. By aligning with the unique content opportunities that TEGNA offers, your healthcare brand can be the talk of the town. 

From media planning to reaching target audiences, developing creativity, and being your brand’s champion, TEGNA delivers proven results through simplified multi-platform advertising solutions that connect your business to the audiences that matter most via Broadcast TV, OTT Advertising, and Digital Solutions, including Targeted Display and Retargeting,​ as well as campaign measurement ​and optimization with ​TEGNA Attribution. ​TEGNA stations also offer a variety of customizable content sponsorships, as illustrated above.

Let’s get in touch if you’re thinking of amplifying your Urgent Care center’s TV efforts or joining TEGNA affiliates to serve the greater good of our communities.

Frequently Asked Questions

How do you create a marketing strategy for healthcare?

Creating a marketing strategy for healthcare involves understanding your target audience, utilizing various channels, emphasizing key benefits, and establishing a unique brand identity. Tailor your approach based on the specific needs and preferences of your community.

What is the target market for urgent care?

The target market for urgent care includes individuals of all ages seeking immediate medical attention for non-life-threatening conditions. Analyzing local demographics and trends is essential to tailor your marketing efforts effectively.