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Client
The Emergency Center
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Year
2020
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Role
Brand Awareness + Driving Volumes
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It’s not just knowing where to go — it’s knowing why to go
The challenge
Helping one emergency facility stand out among the rest
The Emergency Center (TEC) is a freestanding emergency room in Texas with a unique advantage: They offer the same services as a hospital ER but are open 24/7 with no waiting, and patients can call ahead to reserve a time.
However, over 200 similar facilities are also vying for patients in the same region. So, TEC turned to DECODE to help increase market awareness and rise above the competition.
The ask: Build a name in the community, and credible trust, while simultaneously increasing patient volumes — and do it quickly.
The research
Discovering the root of the problem — and the solution
In our audience research, we discovered most people don’t know when they can or should go to an emergency room. This told us that whatever our messaging strategy was, it needed to teach our audience when an ER is the right choice for their situation.
During this phase, we also assessed TEC’s existing campaigns and determined what optimizations could be made.
The strategic approach
How do you define an emergency?
We also had to consider that most people experiencing severe medical emergencies call 911 or seek care at a hospital ER. We wanted to reach people with urgent, but typically minor, emergencies and convey that there would be little to no wait time — a hallmark of the TEC brand.
We developed a message that got the point across
Our messaging centered around a concept we called “For the bumps along the way,” which told our audience — in a less descriptive and more creative fashion — when an emergency room would be an option for their care needs.
The rollout
Deploying our triple-threat campaign
We took a three-pronged approach for this campaign: search, social, and outdoor. Using performance data, we were able to do two things: adjust the campaign to maximize the audience impact and track results precisely.
The results
Debriefing eight months of creative and media success
Before working with DECODE, TEC was on the verge of closing their doors. But after successfully accomplishing our client’s goals, TEC was later able to open a new location, furthering the impact they have in their community.
Over an eight-month period, we registered:
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%
increase in average patient traffic
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%
decrease in cost per acquisition in less than 8 months
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%
decrease in cost per click
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outdoor boards placed
Recognition
Marketing Association Houston 2021 Crystal Awards - Paid Search Campaign: Large (over $10,000)
Want to know even more about how we achieved these results? You can download the full case study here.
