Marketing Urgent Care Centers--A True Healthcare Niche Article

7/19/2010 10:54:00 AM

    Health care is a broad industry that includes several specialized markets, and each niche has its own prescription for marketing. Urgent care centers provide an interesting case study. More exam rooms continue to open throughout North Texas at a rapid pace. Healthy campaigns rely on frequency and reach that help patients recall, through their medicine-head fog, that a physician is near-by, and scheduling is convenient. However, marketing to people in your own backyard requires a creative approach, much different from larger hospitals and health care facilities. Rather than spending dollars on radio and television ads, forming partnerships with other businesses, civic and professional organizations could provide much greater return on investment.

    Even though traditional sales calls would be a bit awkward for this market, the development of sales sheets is vital. After all, you wouldn't exactly go door to door asking Mrs. Jones if anyone in the house has a fever, but you still need fliers and brochures that detail services provided, types of insurance taken, and physical/staff profiles. Create a frequently asked question sheet and tackle any misconceptions about your organization. Highlight board certifications held by providers, the type of aliments treated, and even appropriate usage of urgent care centers. This may seem basic in nature, however the distribution of these pieces is what is unique.

    Urgent care centers are attractive to patients because they are convenience and geographically desirable. Potential patients are most likely eating, shopping and going to church within a few miles of their home. Consider working with neighborhood grocery stores to have sackers stuff your fliers under the bread, or have pharmacists staple them to pharmacy bags. You can also hire a door hanger company to canvas communities near your center.

    Once you have your materials developed, start using them to bring people to your center before they are sick. Remember these events are not as much about selling your services as they are providing an afternoon of family-friendly entertainment. If done right, an open house can bring thousands of people through your doors. I once planned an open house for a hospital in Grapevine that was attended by more than 2,000 people. The draw wasn't necessarily our team of physicians, although they were there to meet the public, but more the fun and games we planned. We included superheroes, face painting and more. I recommend having some kind of public event at your location at least once a quarter for the first year.

    Community outreach is more time intensive than traditional advertising. However, developing partnerships with local churches and civic groups can reap benefits. I recommend holding a health fair at a nearby place of worship. You can offer free screenings and have your information placed in the church bulletin. Consider partnering with a homeowners association. Many have newsletters and will accept editorial content from local businesses. They also have events available for sponsorship.

    Civic organizations always need speakers and content for newsletters. Try scheduling a provider to attend community events at least twice a week.

    There are ways to effectively utilize traditional media. Community billboards are smaller and can be found at busy intersections rather than on highways. They can be successful at notifying people who live in the area, but have drive patterns that don't take them past your facility. It is important to be specific when using this medium. Tell patients exactly where you are --"XYZ Urgent Care Just Two Blocks North at 123 Main Street."

    Direct mail is great for this kind of marketing because you can zero in on potential patients based on zip codes, household income and more. The key to direct mail is frequency. One postcard isn't enough for you to be remembered. You'll need to send at least three pieces before you start to get recognized.

    Marketing to highly geo-specific audiences takes a different approach than campaigns aimed at broader groups. You actually have the opportunity to shake the hands of potential patients. In some cases, it may require more time to get relationships forged and events planned, which can be difficult when you need to fill exam rooms. However, it is important to remember that these campaigns build trust and loyalty among patients more than traditional efforts, which is just what the doctor ordered for community-based health care facilities.

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By Shelley K. Plemons

Fort Worth Business Press