AccuCare of North Florida is a new family practice physician’s office that competes in a community with several existing urgent care clinics operated by local and national hospital groups and pharmacies. It needed it to drive patients to the practice during the slow summer season. Given the neighborhood’s characteristics and location, advertising in citywide newspapers and media would not yield an ROI to justify the cost for the practice’s ownership. Highly targeted campaigns were run in neighborhood print publications and on social media. We engaged multi-channel advertising to drive two themes: “Back to School” with the availability of affordable exams, inoculations, sports physicals, etc., and the onset of flu season, which made the messaging feel timely and relevant, encouraging the community to act. We were proactive in identifying additional themes to differentiate AccuCare from its many competitors. We started discussing topics like STDs, smoking, diabetes, and prostate screening.

Outcome: Our strategy, messaging, and simple, straightforward creative campaign helped differentiate the practice from competitors within its 15-mile radius and attracted new patients from beyond the target area into neighboring Jacksonville communities. The local-focused approach made a significant impact, increasing new patient engagements by 30% from the previous months after 6 weeks of launching the campaigns.