As a relatively new business in a location that didn’t provide high visibility, Doctors Express Urgent Care of Newark, CA, found its medical practice struggling to attract patients. Though part of a national chain of independently owned franchises, this location was the first in the Bay Area. The practice was on the verge of closing, until a multi-screen marketing effort made for a better prognosis.
Comcast Spotlight’s team and Doctors Express consulted, examining a number of marketing options. The result was the birth of a mascot, Sammy the Stethoscope, to be the “face” of the business in a series of commercials. Being in the gateway to Silicon Valley, it came as no surprise that Internet use was especially high in the local community. That made coupling television ads across many different networks (after all, everyone needs a doctor sooner or later) with online advertising a natural fit. Online advertising was linked to the practice’s website, so prospective patients could learn more about the services available.
All patients are asked how they learned about the practice during their first visit. The number of patients mentioning television advertising grew by the month, reaching 269 total patients at the end of nine months. In addition, more than 900 patients reported learning about the practice online.