Drive Urgent Care & ER Patients in A Competitive Market
Building Awareness of The TotalCare Freestanding ER Brand
The primary job of our advertising was to appeal to potential patients that TotalCare ER was near them and an option if they didn’t want to visit a traditional hospital ER. This was particularly important when we began our campaigns as COVID was in full swing.
We created both COVID testing specific campaigns on Facebook, as well as targeted Google Search ad campaigns directed towards the kinds of urgent care conditions and treatments that are a better fit for a freestanding ER like TotalCare.
In addition to these ad campaigns, we wanted to make sure that TotalCare locations were visible inside of local search – so we claimed and built individual location listings to make sure the information was accurate, as well as extensive as possible. This was particularly important for a freestanding ER, as we wanted to make sure that patients could easily find and identify locations as they walked in.
Our campaigns generated a large number of leads at a relatively low cost. However, Freestanding ERs pose an interesting tracking challenge since patients don’t always request appointments online or even call. For that, we relied on the TotalCare team, who reported a noticeable increase in foot traffic when we began our advertising campaigns.