NextCare Urgent Care XRay

NextCare Urgent Care

Services: Public Relations

THE Client

As the nation’s largest privately held provider of urgent care services in the U.S., NextCare Urgent Care operates 125 facilities in 10 states.

THE opportunity

Having an urgent care clinic as a retainer client for many years can be challenging. If you were an editor or producer how excited would you be to learn about another clinic’s opening or a provider being hired? We sought to come up with a brand-centric campaign that could cross over into the mainstream consumer arena. We tested our idea the first year and rolled it out wide, the next. 

THE Strategy

One thing parents find ‘spooky’ about Halloween is the possibility of their children’s candy being tampered with. As a result, we found an opportunity to educate the public on how to safely navigate Halloween treats. NextCare’s clinics would x-ray the candy if parents brought it in. The campaign also raised awareness that our client provided such diagnostic services.

Due to the nature of the story, we knew straightforward healthcare media wouldn’t be effective targets. We introduced our client to a whole new list of consumer reporters. Next, we developed a list of physicians in each market and prepared them for interviews.

THE Results

  • 28 placements in six markets, as well as BBC Mundo. Total impressions for the campaign were 34,963,358, up 816 percent from year #1 and a total publicity value of $128,682, up 282 percent.
  • Our client was incredibly pleased with the response around the country, even receiving numerous thank you emails from parents. Most importantly nothing dangerous was found in any of the children’s candy. Except sugar.

“NextCare Urgent Care began working with Decibel Blue and it was immediately apparent that they were fully committed to doing what it took to help drive our success. The whole crew at Decibel Blue felt like a true extension of our internal team, nationwide. They often brought innovative ideas to the table, true to our mission, vision and values. We highly recommend their services.”

– Jennifer Vanantwerp, Director of Marketing & Communications, NextCare Urgent Care