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Healthcare consumers are taking control of their lives, their time, and how and when they receive care. Gone are the days when consumers automatically called their physician’s office and hoped an appointment was available. Today they’re making ambulatory care decisions based less on physician referrals and more on convenience and cost.
In this environment, it’s logical to assume providers with a well-established brand and those with connections to higher and continuing levels of care should have a distinct competitive advantage in the highly fragmented market of on-demand providers.
While it was necessary to leverage ProMedica’s top-of-mind brand, a sub-brand needed to be developed to complement the retail approach, positioning ProMedica as the new standard in urgent care.
Through research and client collaboration, we discovered that consumers are becoming more sophisticated and involved with their healthcare. They seek care on their own terms, based on busy lifestyles. Convenience has never played a bigger role in healthcare than it does today. We also learned consumers want to be empowered to choose not only where and when they receive care, but how much they pay for that care, especially those who have high-deductible health plans.
We determined ProMedica’s best opportunity was to focus more on convenience and less on atmosphere and created a multichannel campaign accordingly. The campaign highlighted hours of operation, 30-minute lab results, “call-ahead seating” through an app, and prices posted online – features consumers found more desirable than fireplaces, coffee and Wi-Fi at the facilities. In addition, we helped ProMedica post tiered pricing on its website for urgent care visits, outlined in four levels.
An understanding of context also had an important impact on how we positioned features and benefits. People were more motivated by not missing work than they were by “convenient” or “evening” hours. We also learned the phrase “call-ahead seating” was more desirable than “same-day appointment.”
The campaign launched in September 2015 with one location. On June 1, 2017, ProMedica opened its sixth location.
It quickly became apparent that the pre-registration option added to ProMedica’s existing app was appealing. Between September 2015 and December 2016, there were 3,701 new app downloads, compared to the 510 from the original release in December 2013 – an increase of 726%. Convenience truly means something to these consumers.
As the number of locations grew, so did patient volume. Between January and June 2016, four locations had logged more than 17,000 patient visits. During that same period in 2017, the number of patient visits had grown to 36,242, a 110% increase.
By the end of 2017, ProMedica’s urgent care network had grown to seven locations. Two more locations are planned in 2018.
Increasein app installs
Increasein patient visits
When you offer services designed to deliver what consumers want, then build a campaign that effectively communicates what you’ve done, results soon follow. Just as they did for ProMedica.