Case Study

Background:
With 4 locations in the Miami area, RiteCare Medical Centers provides the services of urgent health care and physical therapy. They were challenged by the aperture of competitive businesses within the premises of their locations. Although they had already been in business for a couple of years, they had very low awareness within their target areas and no advertising efforts had been executed so far.

Objectives:
1. Increase awareness for each individual location within its local community (5 mile radio from each location).
2. Develop bi-monthly promotional campaigns related to local health trends in order to build frequency of visits.
3. Increase word-of mouth referrals via social media.
4. Optimize their website traffic and SEO.

Execution:
1. For objective #1
We developed an outdoor campaign at specific locations within the perimeter of each clinic. The campaign included bus benches and bus shelters each located in high traffic and highly visible locations.
A 20,000+ household’s mailer was sent out to each previous costumer and to all zip- codes within the targeted geographical areas.
In order to increase exposure while maintaining low costs, a TV spot was developed and aired via cable in target areas only.

2. For objective #2
Summer promotion: “Sport/back to school physical”.
Fall promotion: “Fight the flu the RiteCare way”.
These promotions were communicated via home mailers, inserts and outdoor signage.
Promotions were also reinforced via local events which took place at each location (health fairs).

3. For objective #3
We developed a Facebook and Twitter page for RiteCare and generated a list of followers.
Daily postings were placed all related to current health subjects/tips while also reinforcing each local promotion.

4. For objective #4
We implemented an aggressive PPC campaign tied-in to the promotional campaign.
In order to improve their SEO, we implemented a PR campaign which generated the publication of several articles featuring RiteCare across numerous websites.

Several e-mailer campaigns were sent out in order to increase traffic to the site.