Our client, Owensboro Health, a regional hospital system, sought to increase patient volume at its five urgent care centers across the region they serve. They faced two main challenges: a market saturated with numerous options for urgent care and a neutral-to-negative reputation, primarily due to a few very outspoken negative voices in the community. As these urgent care centers serve as an entry point for patients to become long-term Owensboro Health patients within the hospital system, it was essential for patient acquisition efforts to clearly demonstrate the unique value of seeking care at an Owensboro Health urgent care.
We developed and launched a comprehensive patient acquisition strategy for Owensboro Health’s five urgent care locations. The strategy aimed to highlight the unique value of these centers, such as the ability to indicate a patient is “On My Way” and the comprehensive urgent care services availability of virtual visits. Our campaign utilized a multi-channel approach, including Meta (Facebook and Instagram), Google Search, Google Local Listing Optimization, print and digital regional publications to reinforce Owensboro Health’s local ties within the region. These channels were chosen to effectively drive patient traffic to the urgent care centers while showcasing their distinctive benefits. To ensure the campaign’s success and alignment with Owensboro Health’s business objectives, we also created a robust dashboard to track and analyze key performance indicators (KPIs).
Because Owensboro Health’s five urgent care locations are relatively close to one another, and factors like crossing the river can influence residents’ travel decisions, detailed geotargeting was layered across key channels. This approach allowed the budget to be used more effectively and ensured that urgent care location information was delivered to the target audience.
Within the first four months of launching, the patient acquisition campaign successfully drove phone calls and uses of their online “On My Way” tool, which resulted in a 17% increase in total urgent care patients year-over-year and a 14% increase in Google My Business conversions year-over-year to their urgent care centers. This significant growth not only boosted patient volume but also strengthened the overall reputation and visibility of the urgent care centers within the community.
“Our partnership with H&H has helped Owensboro Health’s marketing team move faster, launch more targeted campaigns, and better measure ROI. They are a great complement to our internal team’s skill set and we thoroughly enjoy working with them!”
– Brian Hamby, Director of Marketing at Owensboro Health
We love the challenges and rewards that come with healthcare marketing – and we’d love to work together and help you hit your goals.
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