Northwestern Medical Center is a nonprofit community hospital located in St. Albans, VT. Comprised of 15 departments and services and 10 affiliated practices, NMC provides exceptional care throughout northwestern Vermont. With a recent surge in plans for and development of for-profit urgent care centers in Vermont, NMC sought to get ahead of the curve by opening a hospital-affiliated urgent care center in St Albans that supports the whole community, provides even more convenience for patients and makes it easy for them to maintain continuity of care. We were honored to help NMC launch this important service; we began by developing a branded identity for the campaign, then created direct mail and print collateral as well as a website for the new Center. We conducted print and digital advertising campaigns to boost awareness of the opening. NMC enjoyed an incredibly successful launch with a much greater-than-anticipated turnout and strong follow up awareness and attendance. Additionally, patient numbers continue to exceed expectations. Check out more details of the campaign below.
We designed and developed a microsite whose focus was specifically on promoting the new Urgent Care center. We directed all marketing materials to the site, optimizing its content and layout to prioritize answering potential patients’ most common questions or concerns.
We developed a campaign centering around common life situations that can turn into Urgent Care situations. We used humor to speak about the uncomfortable reality of getting hurt.
The NUC opening was a great success, exceeding expectations of all those involved. Opening day numbers were four times the amount NMC’s urgent care consultant estimated, and patient numbers continue to be strong.