BHS FastERcare
Butler Health System was on the verge of establishing a smokin' urgent care facility in Butler, PA. Threatened by this expansion, market leader MedExpress looked to open one of its own. We would have a one-month jump and the duty of educating the public about "urgent care." Good thing we were trained to run in knee-high boots.
Services
Industry
Awards
- AMA Marketer of the Year
Challenge
FastERcare would be a new concept for the area, and we'd have to explain that it was both fast and reliable. But those two ideas don't always mesh. Fast can just as easily mean shoddy. So we'd need to convey our brand message to a skeptical public and establish BHS FastERcare as the premier urgent care facility before their competitors could beat them to it.
Solution
Fire — the tool humans have been using to solve problems for the last 400,000 years.
Flames would indicate speed but also grab the public's attention long enough to differentiate our client's product as being backed by the trustworthy network of Butler Health System. The image would educate by association and, hey, who can argue with the reasoning that everything looks better with flames on the side?
Tactics
In no uncertain terms, set the world ablaze. We decided to unleash a little thing we like to call (starting today) a Brushfire Campaign. In order to make the most use of our one-month window we lit up print ads, outdoor and mall boards, direct mail with magnets and a red-hot TV spot. We even incorporated the imagery into the check-in kiosks within the facility. All efforts funneled attention to an updated webpage to allow versatility and quick changes as the project went from "Coming Soon" to "Now Open!"
Reception
"We didn't anticipate the public latching onto the campaign like they did," BHS Vice President of Strategic Relationship Management John Righetti said. "The flames conveyed our message so well that people wanted them on the actual tables. And they wanted them now."
And if people cry for your advertising imagery right before a tetanus shot, then by Jove you better give it to them.
