Tricks You Can Use From the Urgent Care Marketing Handbook

By Stewart Gandolf
Chief Executive Officer

openEveryone in healthcare marketing has something to learn from the pages of the Urgent Care Marketing Handbook. Even if your point on the spectrum is as a physician provider, hospital, medical center or other healthcare entity, there’s much to be learned from walk-in clinics and ambulatory care facilities.

Consider this: You don’t have to wander far in an ordinary day before you bump into an urgent care facility of one sort or another. A simple round of daily errand-running can take you to or near at least one such location; probably more than one.

There are stand-alone locations, plus you’ll find them inside super stores, drug store chains and supermarkets. It’s an intensely competitive slice of the health care industry, and these days increasingly retail in its marketing. Walmart and other major merchandisers have made medical delivery and urgent care into a common product line—nearly as ubiquitous as bread, milk or coffee.

So, what lessons can we lift from the urgent care marketing handbook? The popularity and proliferation of urgent care centers are largely due to one common characteristic: Convenience. The public benefits from convenient, fast, easy, clean, affordable and accessible medical care for non-serious injury or illness, or preventative or routine care such as common vaccinations and physical exams.

How many of these features and benefits could you adopt or expand? Urgent care marketing often promotes walk-in/no appointments, open seven days, evening and weekend hours, low cost/affordable, popular retail locations, simple lab testing and similar characteristics that spell convenience.

Everyone in healthcare marketing can use one or more of these tricks from the urgent care marketing handbook. Making healthcare delivery easy and convenient is a lesson we can all adopt. READ MORE about urgent care marketing and healthcare marketing on the Healthcare Success website.

Stewart Gandolf
Stewart Gandolf
Chief Executive Officer at Healthcare Success
Stewart Gandolf, MBA, is Chief Executive Officer of Healthcare Success, one of the nation's leading healthcare and digital marketing agencies. Over the past 20 years, Stewart has marketed and consulted for over 1,000 healthcare clients, ranging from practices and hospitals to multi-billion dollar corporations. A frequent speaker, Stewart has shared his expertise at over 200 venues nationwide. As an author and expert resource, Stewart has also written for many leading industry publications, including the 21,000 subscriber Healthcare Success Insight blog. Stewart also co-authored, "Cash-Pay Healthcare: Start, Grow & Perfect Your Cash-Pay Healthcare Business." Stewart began his career with leading advertising agencies, including J. Walter Thompson, where he marketed Fortune 500 clients such as Wells Fargo and Bally's Total Fitness.



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