When Sioux Falls Specialty Hospital launched their first Sioux Falls Urgent Care, they needed a sponsorship/television spot that would stress how convenient this new facility would be for people. We diagnosed the main problem consumers were having with going to the doctor or emergency room for minor medical issues, and our test results showed that as far as the main pain point for prospective patients was concerned, it’s about time. Waiting time.
We prescribed an ad that would address these concerns and cure the fear of long waits to see a medical professional. The first half of our spot featured disgruntled-sounding patients speaking to their frustrations about long stays in the waiting room. We reinforced what “the problem” was with on-screen graphics highlighting their dissatisfaction with the wait times. The second half of our spot then introduced “the solution.” We featured shorter wait times, no appointment needed and most insurance accepted with on-screen graphics – we also heard from relieved patients that this was the solution that they’d feel great about. Finally. It’s about time!