Carving out a Space, in a Saturated Market
Sioux Falls Urgent Care (SFUC) opened its doors in one of the fastest growing neighborhoods in Sioux Falls. The Southeast location was poised for big things, but challenges existed. Maybe you’ve heard, there are a LOT of healthcare options in our city.
SFUC knew that perception here was different than larger metropolitan areas. The Minneapolis, Denver and Omaha patients of the world understood urgent care’s niche and used it for that, regardless of their preferred provider. Here, patients tended to use their preferred provider for everything – big or small.
Knowing that, we set out on a fun campaign focused on “when” you need urgent care. It was playful and educational. The light heartedness of “When that top step isn’t a step” or “When the petting zoo, pets you” carved out a unique tone in the market, one that the mega competitors couldn’t replicate. The bouncy radio and television spots were recreated in print and digital showing our little stick person getting into urgent care-worthy predicaments.
Moreover, it aimed to give the public a laundry list of scenarios where urgent care is a much better option. We knew we couldn’t sell the benefits of Sioux Falls Urgent Care (location, hours, insurance accepted, expert staff) unless we first got the public on board.
When you need urgent care, is when you least expect to need it.