How a care provider increased patient traffic and diversified audience demands
Winning Data/Insights Gold in The Drum Awards for Marketing Americas is Vuja De Digital and Exer Urgent Care. Here is the award-winning case study.
Example of the award-winning work
Campaign overview
Exer Urgent Care, a premier urgent care provider in Southern California with 50+ locations, faced declining patient visits and revenue after the COVID-19 pandemic. They needed to revamp their marketing approach to drive new patient acquisitions and reposition themselves as the number one choice for urgent care. Our objectives were clear: enhance brand visibility, drive new patient acquisition, and ensure sustainable business growth.
Campaign development and objectives
Vuja Dé Digital employed an integrated data-driven approach to boost Exer Urgent Care’s visibility and patient engagement. We used Exer Urgent Care's robust offline data and the Keen DS sophisticated media mix modeling tools for campaign optimization to:
- Elevate Exer Urgent Care’s brand awareness.
- Develop a tailored marketing strategy using data-driven insights.
- Drive new patient acquisition through targeted outreach.
Key executional details
Targeted digital campaigns were designed to reach potential patients within a specific radius of Exer’s 50+ locations, ensuring visibility among those most likely to use their services.
Brand positioning analysis
Comparative analysis against competitors helped refine our messaging to highlight Exer’s unique offerings, such as walk-in care, lab work, X-ray, pharmacy, vaccinations, etc.
Micro signal utilization
Engagement metrics like website visits and virtual care sign-ups served as proxy indicators of brand familiarity and consideration.
Media mix modeling integration
Employing the Keen DS model, we correlated marketing investments with offline patient revenue and lifetime value, optimizing the media mix for maximum ROI.
Transformative results
The campaign’s integrated and adaptable strategies delivered tremendous growth for Exer Urgent Care showcasing our ability to achieve results during challenging market conditions:
- 8X return on ad spend
- $14 million in marketing-driven revenue
- 17,000 incremental patient visits attributed to the media campaigns
- Significant increase in patient traffic to Exer Urgent Care clinics
These results were achieved through a comprehensive understanding of Exer Urgent Care’s position in the market, a strategic use of digital and offline metrics, and a dynamic media mix that maximized visibility and engagement. The campaign not only met but exceeded its objectives by significantly boosting patient acquisition, enhancing brand awareness, and ensuring sustainable business growth for Exer Urgent Care.
Our innovative approach, leveraging mixed media models traditionally used in CPG sectors and applying them to the healthcare domain, showcased our ability to adapt and apply sophisticated strategies to meet our client’s needs. This campaign stands as a testament to our dedication to pushing analytical boundaries and delivering exceptional value to our clients.
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