Ear Infection Ad, Full Page - This was the first urgent care clinic to open locally, so the introductory ad campaign for Independent Physicians had to also educate the community about the concept.
My solution was a series of ads graphically illustrating the kinds of "urgencies" that Urgent Care is tailored to meet. Oh yes, and I coined the word "urgencies." It worked.
The campaign enabled Independent Physicians to reach their goal of 50 patients/day a month before their 6-month target.
Creative concept, design and copy.
Second ad of the campaign, 8x10 - As it was the beginning of summer, my suggestion of a bee sting episode for the second ad was recieved with great enthusiasm. My sister had just survived a massive allergic reaction to yellow jacket stings, so it was an easy concept to come up with!
I'm sure this ad pulled more than it's share of the weight of introducing Urgent Care to the area — that summer proved to be one of the worst on record for bee and wasp sting emergencies in upstate NY.
Worry ad, 8x10 - Our goal with the third ad was to address worries that probably shoud be looked into by a physician, but seem like too muc trouble for a doctor appointment, and nowhere near dangerous enough for an emergency room visit.
The elderly are especially prone to minimizing their health concerns, so this ad was targeted directly to them, with the stress that it could bee seen to easily and conveniently, without any "fuss."
Headache ad, 8x10 - A severe sinus headache was the worst pain I had ever experienced, so it seemed like a good theme for this ad, which focussed on the idea that some things, even if they are medically too "minor" to warrant a trip to the hospital ER, can't wait for a doctor who's on vacation.
"Ouch" Ad, 8x10 - In the last ad of the series, using a minor injury as the final class of medical "urgencies" one should take to Urgent Care, we wanted to position urgent care as the first choice over heading for the ER ... without actually saying that the ER is, well, totally awful. After all, the physicians who opened the clinic were also affiliated with the area's hospitals...
Ear Infection Bus Taillight poster
Bee Sting Bus Taillight poster
Worry Bus Taillight poster
"Ouch" Bus Taillight poster
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IP Urgent Care Ad Campaign